Email Applied: 6 Ways to Increase Engagement

While marketers are in business to sell products, a continued hard sell in email after email doesn't do much to engage readers. Innovative marketers try to find ways to keep their email recipients opening and clicking. They attempt to delight and amaze their readers, and connect with them. Consider occasionally including value-added content that creates an experience. There are many ways to accomplish this; here are six ideas to spur your thinking:

1. Intriguing Subject Lines
From time to time, mix up your subject lines. There are just so many ways to promote a sale or an offer of free or reduced shipping.

Brooks Brothers. The apparel and accessories retailer broke up heavy promotional subject lines with value-added content that employs a subtle sell. One featured "The Art of the Knot." There were two distinct sections to the email: first, it featured "The Story of Our Ties," which linked to interesting historical commentary on neckties. Second, there was a callout on how to tie a necktie that linked to step-by-step instructions for six different classic men's knots.

Gaiam. The health and wellness products provider used the subject line: "Fall asleep faster: the one yoga pose you need to know." The lead email feature showed a picture of a simple yoga pose, and explained that yoga can help you sleep more soundly. The article linked to Gaiam's blog and provided detailed instructions.

Barnes & Noble. The bookseller had a timely subject line that caught my eye: "Eat, Pray, Love is in Theaters Today. Save 45% on the Hit Memoir!" The lead item was particularly relevant to me, since I'd purchased the book online. The opening copy said: "Based upon your previous purchases, we thought you'd be interested in the newly released movie tie-in edition of Elizabeth Gilbert's hit memoir."