Email newsletter engagement: what influences its growth and how to improve results
Email marketing remains one of the most effective and proven tools for attracting customers. However, to grow newsletter engagement regularly, a constant process of improvement is required.
Increasing privacy regulations, changes in user behaviour, and the introduction of artificial intelligence are making it harder to achieve great results. Nevertheless, this is no reason to abandon email marketing. Modernising your approach and adapting your strategy to the new reality can significantly improve effectiveness.
A notable change was the introduction of Apple Mail Privacy Protection and similar privacy tools. These measures can skew email open rates, making it difficult to gauge audience reach. Therefore, you should not place too much significance on statistics. Instead, focus on other aspects of the mailing list, such as understanding user behaviour. Experts recommend the following approach to increase the effectiveness of email marketing:
1. Consumer behaviour analysis. It is essential to track which pages users visit and what content they are interested in. Pay attention to the sections of the site that users return to. This approach provides a more accurate understanding of how consumers interact with company content and where the experience needs improvement.
2. Adapting emails to life cycle stages. Recognise that a consumer who has just signed up is different from one who has left the site after their first visit. Newsletter content should be personalised according to the stage of the marketing funnel that the user is at.
3. Event-based triggers: An email newsletter should be tied to a specific action. This ensures the message takes into account consumers’ intentions and incentivises them to take the next step. As a result, potential customers will receive relevant content, increasing the likelihood of further interaction.
Regularly tracking key metrics is essential for implementing an effective email marketing strategy. These include email deliverability and inbox hits, among others. These results should be compared with analyses of consumer behaviour on the website, as well as data from the CRM system and other sources. This will help you to segment your audience for better personalisation.
The importance of personalisation in email newsletters
Consumer behaviour should be a key factor in developing an email newsletters strategy. This approach will ensure better targeting and increase audience engagement.
It is also important to consider the significance of personalisation, which goes beyond simply using a username. The message needs to reflect the needs of a specific category of potential customers. Users should find a solution to a specific problem in the email, with a clear algorithm to help them achieve their goal. They also want to understand what the company offers and the benefits of working with them. Only then can you count on continued interaction.
Digital assistants should also be considered. Using automation software and AI services will make sending emails more effective.