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5 ways to Maximise your Email Engagement

Email remains a key channel for businesses to communicate with customers. We take a look at how businesses can utilise email effectively to enhance every aspect of their customer experience...

5 ways to Maximise your Email Engagement

B2C Email on the increase

The number of worldwide email users, including both business users and consumers, is expected to increase from 2.6 billion in 2015 to over 2.9 billion in 2019. In 2015, the number of emails sent and received per day was a staggering 205 billion (Radicati).

And although interpersonal (P2P) email traffic may have slowed as social and IM applications such as Whatsapp and Snapchat gain in popularity, the number of consumer email accounts is actually rising,

Why is this? An email address is still required to sign up to any online service such as social networks, shopping, banking and so forth, and consumers are receiving marketing and automatic notifications from the online businesses they engage with (Lookeen).


Maximise your Email Engagement

To help you capitalise on the unique capabilities of email we’ve put together the following 5 pointers;

1. Engage

Business email has improved greatly in recent years as companies move from “batch and blast” to a more personalised and targeted approach. The experience for customers on the receiving end has improved too as companies focus on delivering personalized, relevant content. So to keep your customers happy you need to build your segments (demographic, geographic and behavioural) carefully and tailor content appropriately.


2. Mobilise

The 3 rules of thumb are to always keep the mobile user in mind, avoid design clutter and consider a “less is more” approach to prevent content overload. The fact that more than 60% of emails that businesses sent are read on mobile devices is pretty compelling. Responsive email templates help you lay out your content to optimise readability on different screen sizes types, and leading email platforms such as Púca Email contain a range of responsive templates that you can customise, so you shouldn’t have to build from scratch.

3. Automate

There are a number of benefits to setting up automated emails triggers to coincide with key touchpoints; improving customer satisfaction, increasing sales and even reducing overheads. Common examples of automation include; welcome emails (new or returning customers), recommendations based on shopping behaviour, and win-back emails to lapsed customers. SMS can also be used in a similar way, and can also be very effective operational purposes such as customer care, delivery notifications, appointment reminders and so forth.

Before you embark on email or SMS automation it’s important to define your automation “sweet spots” by looking at what repeatable processes, consistent processes would benefit most from automation.




4. Improve

Every campaign offers an opportunity to improve. Even before you launch a campaign make sure to use split testing to refine your content, work on your subject lines (proven to have a huge effect on open rates) and select the right “Friendly From address”. Always use spam and phishing checks so your email doesn’t fall foul of email filters which are very rigorous these days.

Post-campaign you should compare campaign reports to help you optimise clicks and conversions, and also monitor hard and soft bounces to filter out inactive mail accounts and keep costs down.

5. Lift Conversion Rates

You can also further lift your customer conversion rates by implementing landing pages that optimise the user journey – a good landing page can improve conversions up to 300%. And also remember that 76% of consumers use online reviews to decide which businesses to use – so consider incorporating surveys and Net Promoter scores to improve your customer service, and use the positive reviews to entice new customers (Unbounce).


The Future of Email?

With continued improvements in spam filters, personalisation and optmization, there is little doubt that email will continue to play an indispensable role in most companies’ B2C communications strategies for years to come.

“Email works. It’s open. It’s lovely on mobile. And as other forms of communication theoretically lighten the burden email places on people, perhaps it will become more tolerable again” comments Adrienne LaFrance in her persuasive article entitled “The Triumph of Email – Why does one of the world’s most reviled technologies keep winning?” in The Atlantic.

Used correctly, email will help you to establish and nurture personal relationships with your customers, and your business will continue to reap the rewards.


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