Email Applied: 6 Ways to Increase Engagement

2. Tips and Hints
Include interesting tips and facts that help involve your readers further with your products.

Philosophy. The cosmetics supplier developed a distinctive look and feel to its emails through the use of cute, old-fashioned retouched photos. In a recent email about lip glosses, the company also included makeup tips for fabulous lips.

Allen Brothers. This meat retailer has some of the best food photography around. Every time it features steaks in its emails, it's mouth-watering. And from time to time it includes additional information such as the story behind Kobe and Waygu beef.

Steve Spangler Science. The cross-channnel seller of scientific toys and games sends up to three emails a week. One of these features Steve's experiment of the week for kids and teachers to try. They're wacky and entertaining. The email showcases a still video shot with a link to the video that explains how to conduct the project.

3. Contests
People love the chance to win, but keep in mind that you don't have to have a huge prize like the following examples. The prize could be as simple as a $250 shopping spree on your e-commerce site.

Design Within Reach. This furniture retailer struck a partnership with the AMC television network and its hit show "Mad Men." The two companies developed a sweepstakes where one winner would receive all the furniture necessary to create a room inspired by the award-winning show.

Hewlett-Packard. The computer and accessories company recently promoted a contest with the subject line: "HP's Summer of Music - win VIP tickets, view concerts & more." The contest is housed on HP's Facebook page. To enter, visitors had to click the "Like" icon at the top of the page to unlock the sweepstakes.

4. Build Community and Participation
Give your readers the chance to tell you more about themselves. Create the opportunity for dialog.

Talbots. The women's clothing and accessories retailer often runs contests around holiday themes designed to build participation and community. For Mother's Day, readers could enter their most embarrassing moment with mom. The winner received a trip to New York. During July and August, it encouraged recipients to enter their favorite summer reads.

B&H Photo Video. The electronics supplier usually features multiple products in its emails. Next to each item is an icon that says "Read & Discuss." On its B&H Insights microsite, the retailer provides extensive detail on each product and encourages comments and questions about the items. Most questions are answered within a few hours.