{"id":8070,"date":"2024-07-03T15:47:04","date_gmt":"2024-07-03T15:47:04","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/4-ways-to-increase-email-engagement-with-your-current-esp\/"},"modified":"2024-07-03T15:47:04","modified_gmt":"2024-07-03T15:47:04","slug":"4-ways-to-increase-email-engagement-with-your-current-esp","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/4-ways-to-increase-email-engagement-with-your-current-esp\/","title":{"rendered":"4 ways to increase email engagement with your current ESP"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>I\u2019m pretty frequently asked some version of this question: \u201cHow can we get more out of {ESP name}?\u201d Before I launch into my answers, I\u2019ll say this: it\u2019s very, very rarely about the ESP.<\/p>\n<p>I don\u2019t mean to diminish the differences between ESPs or that some ESPs make it easier to work the levers that can truly empower great email campaigns. But I\u2019ll also say that in my decade-plus of experience in <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/email-marketing-strategy\/\" target=\"_blank\">email marketing<\/a>, I\u2019ve learned that no matter your ESP, you can drive incredible growth increases by dialing in four core initiatives:<\/p>\n<ul>\n<li>Segmentation<\/li>\n<li>Personalization<\/li>\n<li>Automation<\/li>\n<li>Design<\/li>\n<\/ul>\n<p>What goes into each, you ask? Let\u2019s dive in.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-keys-to-email-audience-segmentation-nbsp\">Keys to email audience segmentation\u00a0<\/h2>\n<p>I like to start with segmentation because doing it well has a big bonus: it puts you in a better position to <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/achieving-a-low-gmail-spam-rate-3-essential-steps\/\" target=\"_blank\">stay on the right side of Gmail\u2019s spam guidelines<\/a>.<\/p>\n<p>Poor email engagement often occurs because brands fail to segment audiences and send messages to the most relevant subscribers. This is true in terms of a subscriber\u2019s characteristics and the type of content they seek.\u00a0In other words, a subscriber who does not have children in their home will rarely interact with products or articles aimed at parents.<\/p>\n<p>Similarly, our brands have found that on their list, certain subscribers love engaging with contests and similarly larger segments that tune out contests, even when they are highly relevant to their interests. Capturing that information about your subscribers and building behavior-based and demographic-based segments lets you send more relevant, engaging emails to each segment.<\/p>\n<p>And about those spam guidelines? Segmenting your least-engaged audience and minimizing sends to them is a simple way to stay below red-flag spam thresholds.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/6-ways-email-marketing-can-elevate-customer-engagement-and-loyalty\/\" target=\"_blank\"><strong><em>6 ways email marketing can elevate customer engagement and loyalty<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-keys-to-successful-email-personalization\">Keys to successful email personalization<\/h2>\n<p>If you\u2019ve worked in email marketing for any length of time, you\u2019ve heard \u201cpersonalization\u201d so much it might have lost all meaning. To me, personalization means that you build processes to deliver on personalization without requiring design or development support on each email.<\/p>\n<p>As far as the elements to personalize, think through each email\u2019s content and design and decide:<\/p>\n<ul>\n<li>What subject line and preview text will most likely get somebody to open this email? (The best email design won\u2019t get engagement if nobody opens it, of course.)<\/li>\n<li>Has the subscriber shown an affinity to engage with different media types in the email? Can you create more multimedia experiences if the user shows a preference for them?<\/li>\n<li>On the most basic level of personalization, can you seamlessly insert the person\u2019s first name, loyalty status and any content recommendations relevant to their demographics or past behavior?<\/li>\n<li>Has this person shown a strong preference for discounts and what are the most relevant offers and products you can include that will accommodate this preference?<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/4-ways-to-add-personalization-to-your-emails-right-now\/\" target=\"_blank\"><strong><em>4 ways to add personalization to your emails right now<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ways-to-use-automation-to-increase-email-engagement\">Ways to use automation to increase email engagement<\/h2>\n<p>One massively overlooked key to increasing your email engagement is sending the right email to the right person at the right time. Assuming you\u2019ve built segments and incorporated personalization elements as outlined above, you can achieve great results by incorporating automation.<\/p>\n<p>Automation can help you find the right time of day and day of week to send one-off emails. You can achieve even more impact by setting up automated triggers to send follow-up messages that make sense based on recent engagement.\u00a0<\/p>\n<p>In my experience, triggered journeys based on engagement with the brand consistently have the strongest open, click and conversion rate metrics. We are consistently working with brands to build out more journeys and automations to increase the number of automated sends to support recent engagements and deliver increased value and relevancy to subscribers.\u00a0<\/p>\n<p>If journeys are new to you, the best place to start is \u2014 naturally \u2014 the welcome journey, where you can set yourself up to collect signals on behavior that you can use for profiling and segmentation in later campaigns. If you\u2019re a CPG brand that sells meat products, for instance, and a new user engages more with chicken-related content than content for any other meat, make sure subsequent emails show some of your most popular chicken recipes.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-email-marketers-guide-to-effective-marketing-automation\/\" target=\"_blank\"><strong><em>The email marketer\u2019s guide to effective marketing automation<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-design-techniques-that-increase-email-engagement\">Design techniques that increase email engagement<\/h2>\n<p>Build a repository of techniques you\u2019ve used that get good engagement within your emails, but here are a few thought starters:<\/p>\n<ul>\n<li><strong>Test multimedia<\/strong>, such as compelling imagery, cues to engage like a play button over videos or eye-catching screengrabs that link to longer videos.<\/li>\n<li><strong>Test CTAs<\/strong> and see if you can identify patterns by audience segments.<\/li>\n<li><strong>Make sure your UX is clean and streamlined<\/strong>. For instance, if you\u2019re offering discounts to your discount-friendly segments, make it clear exactly where to click to take advantage of your offers.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/5-impactful-ways-to-level-up-your-email-marketing-designs\/\" target=\"_blank\"><strong><em>5 impactful ways to level up your email marketing designs<\/em><\/strong><\/a><\/p>\n<p>The next time anyone on your team (or, for that matter, anyone in ESP sales) starts talking to you about the full functionality of your ESP and whether you\u2019re using it to its potential, find a way to gracefully redirect that conversation into an audit of the four initiatives above.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p>If you find out that you <em>are <\/em>nailing those, then the question of how your ESP is helping you find incremental growth is the right one \u2014 and you\u2019re also far ahead of the curve in the email marketing world.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/4-ways-to-increase-email-engagement-with-your-current-esp\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m pretty frequently asked some version of this question: \u201cHow can we get more out of {ESP name}?\u201d Before I launch into my answers, I\u2019ll say this: it\u2019s very, very rarely about the ESP. I don\u2019t mean to diminish the differences between ESPs or that some ESPs make it easier to work the levers that [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8071,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 ways to increase email engagement with your current ESP - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/4-ways-to-increase-email-engagement-with-your-current-esp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 ways to increase email engagement with your current ESP\" \/>\n<meta property=\"og:description\" content=\"I\u2019m pretty frequently asked some version of this question: \u201cHow can we get more out of {ESP name}?\u201d Before I launch into my answers, I\u2019ll say this: it\u2019s very, very rarely about the ESP. 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