Email marketing can be like a chess game: its finite set of pieces and moves offers boundless possibilities for engagement and conversion. By leveraging a few components, you can craft messages that not only grab attention but also encourage readers to interact meaningfully with your content. Let’s look into some sophisticated strategies that can transform your campaigns into email engagement powerhouses.

Screenshot: Morning Brew email

Enhance Email Engagement Metrics

You already grapple with the usuals: open rate, click-to-open rate (CTOR), clickthrough rate (CTR), and total and unique clicks. However, did you know you can use analytics tools to set personalized benchmarks to determine email engagement levels? 

For example, Hubspot’s performance tab can help you know whether the prospect glanced at and deleted the email (opened for two seconds or less), skimmed through it (opened for three to seven seconds), or read it through (opened for 8 seconds or more). 

Capitalize on Transactional Emails

Transactional emails are triggered by the user’s interaction with your website. Remember those order confirmations and abandoned cart notices? These often-overlooked messages usually perform better than your average email.

Email engagement strategy
Screenshot: Glossier email

According to Act-On, for instance, welcome emails have a roughly 50% open rate, meaning recipients are over 75% more likely to open them than your average email. Why not include a discount code? Even a password reset email can be an opportunity to delight your customer with a pleasing picture and a fun copy.

Leverage AI and A/B Testing

Playing into that chess analogy, iterate your limited tools to infinity using language-based AI models such as ChatGPT and Gemini. Then, use A/B testing until you determine which variation produces the desired outcome.

Email engagement strategy examples Chat GPT
Screenshot: ChatGPT conversation

Start by writing down bullet points with the information you want to get across. Introduce them in your AI tool of preference and ask it to produce different models for subject lines, preview text, body, and copy texts. Try different tones and styles, as well as the use of emojis, contents, and lengths.  A/B testing will help you figure out when you have nailed it.

Think Mobile

In 2017, GWI declared that buying online is now a mobile-first activity. More recently, it determined that 56% of US Gen Z prefer to shop online. The data is clear: you must ensure your emails are mobile-responsive.

An enticing hero image and optimized layout make all the difference on mobiles. Campaign Monitor summarizes mobile responsiveness in seven straightforward best practices you can consult here.

Email engagement strategy examples
Screenshot: UNIQLO email

Final Words

Incorporating these advanced techniques into your email marketing strategy can dramatically improve your email engagement rates. The key is maintaining a balance of creativity, personalization, and analytical insight to keep your campaigns fresh, relevant, and efficient.

Ready to skyrocket your email engagement rates? Schedule a call with us now and transform your email marketing strategy into a powerhouse of creativity and results!