1. When in doubt, incentivize.

Online audiences typically have a very short attention span. They’re also being bombarded with information at an unprecedented rate. If you’re trying to get someone to sign up for your email list, you’re already in a highly competitive space. 


Don’t expect people to join your email list simply out of interest. Most of them will need you to hand them something in exchange for signing up- a discount code, free download or time-sensitive promotion. In our case, email subscribers got early access to the Wishbook catalogues, and first picks of all the incredible merchandise. 

2. Create curiosity

 So you got a new email subscriber. Great! The next challenge is to get them to open your emails. 

 Open rates on emailers are typically very low; expect to turn only a percentage of your subscribers into active readers. Still, with some thought and effort, you can improve your open rates- and it starts with the subject line. 

 A strong subject line should reveal just enough information to make readers curious enough to want more. Getting that clickthrough isn’t easy. Again, a reader’s email inbox is a very competitive space. However, you are far more likely to generate engagement with a strong opening statement. 

 Ask yourself what kind of opening line would generate enough interest for you to open it? Is there a time-sensitive element to the information in your email? A discount code? Or an upcoming event or promotion? Make sure you’re setting the stage for that information before the email is even opened. 


3. Keep it concise, but powerful

 Assume that your reader has better things to do than go through a ton of emails that don’t really offer anything meaningful. Avoid long, wordy emails that take forever to get to the point! What do you want your reader to do? The actionable you want your reader to take is the centre piece of your message; the remaining copy should build around that, not compete with it.  

 It’s important to keep your information concise and to the point, and to create a clear actionable for the reader as soon as possible where relevant (for example, purchasing a ticket to an event, downloading a piece of content, entering a contest, following you on social media, etc). 

 One final note

 At P+G, we are so thrilled to be returning to in-person markets this year. If the last two years have taught us anything, it’s that audience engagement keeps you going when times are tough.

Emailers are one way to support sustainable engagement, but it’s important to remember that joining an email list is often not the first point of contact for a new customer. Most of our email subscribers found us on social media first, and joined the list later. 

 Whether your first touchpoint is on your website or social media, cultivating engagement starts wherever your customers first find you!


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