These are the email campaigns that generate the most engagement
User engagement is one of the most sought-after objectives in all areas of marketing. Getting followers to interact with the content we offer is more complicated than it seems. However, in the field of email marketing, there are a number of emails that are likely to generate more engagement due to their particular characteristics. In this post we will see what they are and why they are relevant to our email marketing strategy.
Welcome email
This email is the one sent to a user when he/she subscribes to a newsletter. As its name indicates, its main function is to welcome the subscriber and provide them with interesting information about the brand/company to generate a good first impression or directly lead them to action by means of an attractive discount to make a first purchase in e-commerce. We must bear in mind that when a user decides to subscribe to our newsletter it is because at that precise moment they have a real interest in us and our products or services. For this reason, the welcome email is more likely to generate more interaction than the average. The newcomer wants to hear from us and what better way than to impact them with a good welcome email. The secret lies in launching an attractive incentive that they can't let go. Here you can see an example of LushIn this case, they emphasise their social networks:
Abandoned cart recovery email
Any marketer will know that there are many shopping carts that users abandon every day in an e-commerce, either because of doubts, too long purchase processes, etc. In this context, the abandoned trolley recovery email becomes the best ally to remind the user not to forget those products and in the best case, to decide to complete the transaction.
As we are talking about products in which the user already had a previous interest, the options for the user to interact with the email are multiplied. We can add a discount or a message that generates urgency to put an end to their indecision and get that conversion. Here is an example of Gilt:
Anniversary email with the brand
User loyalty is something that every brand or company should reward. This is precisely the purpose of this type of email: to remind the user of how long they have been a customer and to thank them for it. Therefore, we could say that it is a congratulation of the anniversary with the brand or company. In many occasions, a compilation of different interesting information about the user is made, such as: the date of subscription, the total number of orders placed, the type of product or service preferred... and in this way, an original result is achieved. Here you can see a good example of Zalando:
In this case, because it is an email that users do not receive often, it makes it even more special. In fact, here lies its power of attraction and interaction. As we said, it is a very good opportunity to reward their loyalty with an incentive or gift.
Birthday Email
As its name suggests, this email is the one that subscribers receive when it is their birthday and we want to congratulate them on the day. In the same way as in the previous case, as it is a type of communication that users receive only once a year, it makes it doubly special and they look forward to it. We must take into account that it is a special date that they remember perfectly and this makes them much more aware of the emails that arrive in their inbox. For this reason, the implementation of the birthday email is so effective: it is an email expected by users, in many occasions the greeting is accompanied by an incentive and both factors lead to a higher engagement in this type of campaign. Here is an example of Subway where, in addition to congratulating the user, they give them a free cookie on their next visit:
