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Optimizing Your Content

Once your recipient has opened your email, you have 5-10 seconds to grab their attention and get your message across before they move on to the next thing. Every audience is unique, but there are proven methods that increase reader engagement and clickthrough rates. Develop content that encourages interaction and reader participation. If you need some inspiration to freshen up your content, here are some email marketing trends that help improve email engagement.

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Personalization

Personalization and dynamic content are proven methods of improving engagement, ROI, and customer satisfaction. This can be simple, like leveraging first name fields in your content, or more sophisticated, with a custom personalization strategy.

User-Generated-Content

User Generated Content

A proven content strategy which leverages any piece of content provided by the end user (text, images, audio, logo, visual), or from the public (showing product reviews, customer feedback). This content is shareable and helps build trust and member loyalty

Long-Form

Longform, Text-Only Content

This method of content is text-only, sent from an individual vs. a company name, and is more personalized. These emails feel less like advertisements and more like a personal message from a family member or friend.

Authentic

Authentic, Storytelling Content

This approach utilizes the art of storytelling in your messaging. Include a story and loop in the agenda and the point of the news/value/services. Authenticity brings a personal, human touch and helps keep that engagement and builds a relationship with your readers.

Interactive Inspiration

Video

While embedded videos do not render properly in all email clients, using a screenshot from the video with a “Play” buttons that link to the video have proven to increase clicks.

Interactive---Video

Video Hosting Resources:
https://www.vidyard.com/
https://youtube.com/

Animated Banners or CTA’s

Add some motion and interactivity to your email messaging. Not all clients will render these properly, so be sure there is a static fallback as needed.

Interactive---Animated

Animation Resources:
https://www.motionelements.com/free/gifs
https://www.canva.com/pro/animator/

Quizzes/Surveys

Use interactive quizzes and surveys to solicit feedback or information with your readers. Offer to share the results to respondents to increase participation.

Interactive---Survey

Survey Resources:
https://www.surveymonkey.com/

Real-Time Content

Leverage real-time content that updates at the time of open. This can include live-streams, social media conversations, countdown timers, or fundraising status.

Interactive-RealTime

Countdown Resource:
https://motionmailapp.com/register

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