8 Reasons Why Your Email Sequences Aren’t Generating Engagement
It happens to the best of us – you've carefully crafted your email sequences, hit send with high hopes, and... crickets. Your subscribers aren't exactly rolling out the red carpet for your emails or clicking through to see what you have to offer. But don’t worry; you're not alone. And you’re in exactly the right spot!
In this blog, we'll uncover the reasons behind lackluster email engagement and share some practical tips to get your email sequences back on track so that they’re generating more engagement, high click-through rates, and deepening your connection with your audience!
So that I can be most helpful to you, we’ll focus specifically on your email sequence for your lead magnet, as that will most likely be your first touch point with your audience — before you move them into the sale or pitch your online course, membership, or coaching program!
If you’d like to know more details about creating a welcome email sequence and what to include, you can check out this blog!
But before we dive in too deep, let's talk about what email engagement means. Engagement refers to how your audience interacts with the email you send them. This includes opening your emails, clicking on the links, replying to you, forwarding to a friend, making a purchase, and/or feedback and reviews you receive. It’s pretty much any form of interaction with your email is what you’ll be measuring.
The MORE interaction and engagement with your email, the better! By leading them through a nurture sequence that prompts them to engage with you, you’re training them to click so that when you do make your offer, they are ready to say yes!
So, answer these eight questions below to ensure your email sequences are optimized for engagement.
01. Are your subject lines clear or curiosity-building?
Are your subject lines about as exciting as watching paint dry, or are they enticing enough that the reader actually wants to open them? If your subject line is boring, your emails will be lost in the shuffle.
Your subject lines should be intriguing, benefit-driven, or hint at urgency. Most email platforms or CRMS allow you to split-test different subject lines to see what resonates with your audience. I suggest doing this with your emails. It can and will give you so much insight if you consistently email your audience. And, if you want to learn more about how to write subject lines, you can head over to this blog, FOUR Types of Subject Lines to Get Your Emails Opened.
In terms of your lead magnet, the first email in your sequence should deliver the lead magnet, whether it is a video, pdf, download, free call, or whatever it may be; this first email should contain that! A subject line could be:
The most valuable [INSERT TYPE OF LEAD MAGNET HERE] you’ve ever downloaded!
Congratulations! Your [INSERT NAME OF LEAD MAGNET HERE] is here!
[NAME OF YOUR BUSINESS] delivery inside!
02. Is your content relevant to your offer?
So often, I see email sequences that jump right in with content about their business or educating on a topic related to their service (which is great when the time is right) without giving a warm welcome or explaining who they are and what they can expect moving forward. Or they invite them to a sale right away — and don’t worry if you’re doing this now — I’ll share how to change it up so that you’re not leading with a sale. Instead, you’re building connections and adding value so that they're ready to say yes when you ask for the sale.
Your email content should be relevant to your offer, engaging, and always have a clear message.
The second email you send (after they download your freebie) should be sent the very next day. This is where you’ll want to give them a warm welcome, more immediate value, and get them to engage with you.
You don’t want to share your full story or make the offer just yet; you want to warm them up first to who you are and the incredible value you’re willing to provide for FREE!
I recommend sharing 1-2 short paragraphs about how you can relate to what they are experiencing or something you first learned about in your industry that helped you get to where you are today.
Here is an example of providing value AND generating engagement in this email…
Here are three things I wish someone had told me!
[INSERT THREE VALUABLE TIPS YOUR IDEAL CLIENT WOULD WANT TO KNOW]
Any of those in particular surprise you? I'd love to know and get a chance to say hi personally.
Reply and let me know!
03. Are you personalizing your emails?
Are your emails starting with the classic "Dear Subscriber" or “Hey Friend” greeting? If you answered yes, it’s time to STOP right now and start personalizing.
I probably should’ve started with this question first (because it’s that important!) ALWAYS personalize your emails. As you gather emails and build your list, ensure that you always ask your subscribers for their first names. This is crucial! Most email platforms allow you to address your subscribers by first name!
Addressing subscribers by their first names (even though they likely know the email is a mass broadcast) still makes it feel more personable.
One of the tips I always share with my clients is to write with ONE person in mind. Who is your ideal client that could most benefit from what you have to offer? Write directly to her, like you’re having a friendly conversation. I promise it will be so much easier to write, AND it will create better results and more engagement.
04. Are you overwhelming your audience with information?
Quality over quantity. Don’t put so much information into your emails that your subscriber gets overwhelmed or is overloaded and doesn’t know what to do with the information you just threw at her!
Include ONE key message or educational piece in the email (think VALUE!) If you get stuck here, what is a common question you get asked from your clients? Use this! If you get asked more than once, most likely its something that many of your prospects are questioning too!
We’ll jump back to the welcome sequence here. You’ve just provided a lead magnet, then added a bit more value, and now we’re at email three. Here is where you’ll share a little backstory (not your entire life story - just enough to be powerful), what and how often they can expect to hear from you, and give them a chance to leave if they’re not a fit for you so they’re not taking up space on your list!
You can say things like….
To ensure you signed up because you really want to be here, I want to confirm I have your permission:
✅ Yes! I’m ready to get complete clarity surrounding my __________. Stay put. I’ll take it from here.
✌️ Or? No, not for me. Peace out and hit ‘unsubscribe’ below!
And as always, we want them to engage with you. You can also ask questions like…
“Ok enough about me, let’s talk about YOU! If we were sitting down for copy and you could ask me anything at all about [INSERT WHAT YOU DO HERE], what would it be? Hit reply and I’ll respond personally!
05. Are you including a PS?
The subject and PS lines are the two most read things in an email, which tells you that including a PS is important! I recommend relating your PS back to your call to action. What/how are you asking them to engage with you in this particular email — reply, read a blog, listen to a podcast, take a quiz, etc.. You can restate it in your PS.
Your PS could also hint at something exciting you have coming up, a new offer, or inviting them to a call with you!
A PS that I would include in your first couple of emails includes ensuring that your emails are landing in your audience’s primary folders — not promotion or spam!
Here’s an example of what you can use!
PS. Can you do me one huge favor? Tell Gmail (or whichever platform you use) that you like me and star me in your primary folder. I promise to only deliver my best stuff!
PSS. Follow me on Facebook or LinkedIn and send me a DM about what you’re MOST excited to learn on your _______ journey!
06. Are your CTA’s clear and relevant?
Is your CTA more like a shy introvert than the life of the party?
You should always include a Call to Action in your emails that relates back to what/how you want them to engage with you. This doesn’t mean that you need to sell something in every email; you want to lead them to ENGAGE with you.
Use clear, action-oriented language that encourages readers to take that next step. Place it prominently so it's easy to find.
In the last few examples, you’ve seen how we’ve given the reader exact steps of what we want them to do — that is an example of a call to action. You’re asking them to reply to you, download the free lead magnet, etc.
I recommend sending an additional 1-2 lead magnets in email four to continue providing additional free value as you prep them for the upcoming offer! Please don’t feel like you have to create more ‘stuff’ if you don’t have anything created — keep it in mind as your business grows and you create more templates, checklists, and guides, it will be all good things to lead your prospective clients too!
Here are some examples of CTAs for downloading lead magnets:
Get Access Now!
Access your FREE resource!
Download this incredible _________
Claim your freebie
07. Are your emails optimized for mobile?
It's crucial to ensure that your emails are optimized for mobile devices because a significant portion of your audience is likely reading emails on smartphones and tablets. Neglecting mobile optimization could mean that your messages appear broken or unreadable, leading to a poor user experience and lost opportunities.
Using responsive templates and testing across various screens makes it easier for recipients to engage with our content, resulting in higher open rates and improved overall email marketing effectiveness.
08. Are you analyzing your data?
Analyzing your email data is vital because it provides insights into what's working and what needs improvement in your email marketing strategy. Neglecting this crucial step is like throwing effort into the void without understanding if it's paying off. By monitoring open rates, click-through rates, and conversions, you can identify trends, preferences, and areas for optimization.
A/B testing helps you fine-tune your approach, ensuring that your emails resonate with your audience and lead to meaningful engagement. This data-driven approach allows you to make informed decisions, ultimately increasing the effectiveness of your email campaigns.
There you have it – the keys to getting more engagement with your emails!
Remember, email marketing is all about building connections and delivering value. By addressing these common email challenges and injecting some personality into your emails, you'll have subscribers engaged and eagerly anticipating your next message.
Keep it fun, keep it personal, and don't be afraid to try new things. With a little creativity and personalization, you'll have subscribers looking forward to your emails in no time.
