Learn how to nurture one of the most important relationships online publishers have
Email relationships mean a lot of potential for online publishers.
These relationships don’t just include loyal subscribers that may purchase your products; email subscribers are supporters of your brand and may help build recognition for you by spreading the word of your content.
As online publishers, your main goal should be providing your audience with great content. If you can consistently achieve this goal, engagement will increase.
The following four tips for better email engagement and increases deliverability come from The New Rules of Email Deliverability: 2011 and Beyond by StrongMail.
-Enhance Your Welcome Program: The point of subscription can increase engagement from the start of an email relationship. Always send a welcome email to confirm subscription and introduce email recipients to your publishing schedule and the content they will be receiving. You can also familiarize yourself with data on the user’s preference in this welcome email.
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-Relevance: Providing relevant content to your audience will greatly affect engagement. Your communications should show value and strive to create trust with your readership. Data-driven content and actionable tips with specific examples have been considered valuable in creating engagement.
-Win-Back Programs: Email relationships often fade over time. Combat against this by offering incentives to those who have stopped participating over time. Let them know you miss their insight and want more of it.
-Deal with Inactivity: If email recipients haven’t opened any of your messages in a long period of time, say 6-12 months, segment those names out of your main email file. These inactive users may have negative effects on delivery to major ISPs.
Do you have any additional ways to create engagement with your email recipients? I’d love to hear your tips.
