Solving Low Engagement Rates February 26, 2020, | Posted by erin

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The bane of any marketer’s existence is low engagement rates, and when it comes to email marketing, falling engagement is particularly distressing. If people aren’t opening your emails, or aren’t clicking, it can seem like a nightmarish task to try and win them back: where do you start, how do you make sure to get the people who have stopped engaging while not alienating those who might remain? Site Impact knows it can be frustrating--so we’re going to give you a crash course in correcting your low engagement rates.

 

Start with data and testing

We make no secret of the fact that we’re into data, and just as into testing. Knowledge is power, and when it comes to engagement, knowing what’s driving engagement--or what’s causing it to falter--is the first step to getting things where they need to be to get the results you want. Maybe you’re already doing A/B testing; but are you testing variables that actually matter and make a difference in your results? When you want to correct lower engagement rates on your campaigns, start out by running some tests based on clear, provable hypotheses, and see what could be the issue. We have written extensively about how to best perform A/B testing, which you can check out in our resources. Once you have the data, you can start making decisions.

 

Change your approach

More generally, you can start to correct things by changing your approach. The most common average cause of falling engagement is a lack of consistency from the brand. If you send lots of emails, then go dark for weeks (or months) at a time, then send a new flurry of emails, you’re going to see a lot of inconsistent engagement on your recipients’ end. Step back and create a pattern that your recipients can rely on, and set it in motion: whether it’s a weekly email, a monthly email, or even a daily email, know what pattern is going to work best for your audience and your marketing needs, and create a system that will ensure that even when you get busy, it will continue to go out on time. Many email marketing providers have automated systems, or you can work with an agency to take care of all the legwork for you, and submit things on a schedule to make sure that they’ll go out in time. Just by being more engaged yourself, you can keep your audience more interested in what you have to say.

 

Engagement comes down to making sure you’re doing the right things most of the time, and to solve a falling engagement issue comes down to arming yourself with the data to know why your recipients just aren’t responding, as well as changing your approach to your email campaigns to match the results you want to get. By testing based on solid, provable hypotheses, you can figure out what your audiences what from you, and by altering your approach you can be more consistent and keep people interested in what you have to say. Contact Site Impact to learn how we can help you maintain a highly engaging email marketing campaign.