How to increase email engagement

Email marketing remains one of the most effective ways to connect with your audience. However, with an estimated 361.6 billion emails sent daily (predicted by The Radicati Group), achieving standout open and click-through rates can feel like a monumental task. As of October 2024, Constant Contact reports that average open rates hover around 36.11%, with click-through rates at 1.86% – meaning a significant portion of recipients engage with the content only minimally, emphasising the importance of compelling subject lines, targeted messaging, and actionable content to capture and sustain attention. 

To improve your chances, you need a strategy that leverages engaging email subject lines, thoughtful timing, and dynamic content. Here, we unpick how to craft emails that not only get opened but also drive meaningful engagement.

1. Nail the timing: when to send for best results

Timing is everything in email marketing. Emails sent on Monday mornings often get lost in the workweek rush, while Friday afternoon emails risk being buried over the weekend. To increase email open rates, aim to send when your audience is most active.

💡 Pro tip: Research shows the best times for email open rates are midweek mornings, typically around 10am, or mid-afternoon on Tuesdays and Thursdays. However, don’t rely on generic data alone – test different send times and track performance metrics to find your audience's sweet spot.

2. Write engaging email subject lines that beg to be opened

Your subject line is your first (and often only) chance to grab attention. While the recommended length can vary depending on whose advice you take (Mailchimp says nine words max, Campaign Monitor says 41 characters or 7 words, and Active Campaign says 30 to 50 characters or 4 to 7 words), each authority agrees that successful email subject lines should be clear, concise, and intriguing. A well-crafted subject line can dramatically improve email open rates.

• Bad example: Check out our latest blog post!

• Good example: 80% of emails aren’t read – change it!

💡 Quick tips for engaging email subject lines:

• Use numbers: “5 tips to boost your email open rates.”

• Ask a question: “Struggling to get customers to open your emails?”

• Create urgency: “Last chance to save 20% – offer ends tonight!”

• Keep length short, snappy, and concise.

• Use emojis to increase visual engagement (if within brand tone of voice).

3. Build familiarity through regular, value-driven communication

Consistency breeds trust. Sending a monthly newsletter, for instance, can keep your audience engaged without overwhelming them. Highlight new content, share behind-the-scenes updates, or promote exclusive offers to maintain a steady flow of interaction.

💡 Tip: Make sure all recipients have opted in to your mailing list to avoid being flagged as spam.

The benefits of an email newsletter:

• Keeps your brand top-of-mind.

• Establishes authority by sharing valuable content.

• Drives consistent traffic to your website or offers.

• Personalises communication and builds a loyal audience.

• Provides measurable insights to tailor your strategy.

4. Make incentives irresistible

Exclusive or time-sensitive offers are a powerful way to increase email engagement. The key is to clearly communicate your offer in the subject line and provide compelling details in the body of your email.

Effective campaign flow for incentives:

1. Tease the offer: “Something exciting is coming – stay tuned!”

2. Announce the deal: “It’s here! Save 20% this weekend only.”

3. Create urgency: “Final call: don’t miss out – offer ends tonight.”

Include a clear call-to-action (CTA) button like “Shop now” or “Claim your discount” to drive conversions. It’s important not to overwhelm or confuse users with too many CTAs – the email should have a clear purpose and defined journey that’s easy to follow.

5. Prioritise design and layout

The design of your email can significantly impact how your audience interacts with it. Emails with long blocks of text or poor formatting often fail to capture attention. Instead, opt for a clean, visually appealing layout that aligns with your brand identity.

💡 Design tips to boost email engagement:

• Use bold headlines to highlight key messages.

• Incorporate high-quality visuals to break up text.

• Keep CTAs prominent and clickable.

• Optimise for mobile

6. Measure and refine your email engagement strategy

Improving email marketing engagement requires ongoing evaluation. Use tools like Google Analytics or your email platform's reporting features to track open rates, click-through rates, and conversions.

💡 Metrics to measure email engagement:

• Open rate: Indicates how effective your subject lines are.

• Click-through rate: Measures content relevance and CTA effectiveness.

• Unsubscribe rate: Provides insights into audience satisfaction.

• Bounce rate: The number of people that come to your website and leave without clicking to any other pages besides the one they first landed on.

Final thoughts

Improving email engagement doesn’t happen overnight, but by testing and refining your approach, you can significantly increase performance. Start by crafting the best email subject lines for open rates, sending emails at optimal times, and delivering valuable, engaging content.

Need expert help to boost your email engagement strategy? Get in touch to unlock the full potential of your email marketing campaigns.