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Email marketing engagement is key to building strong connections with your subscribers. It’s not just about driving conversions or increasing sales – engagement impacts deliverability too. Your engagement rates determine whether your emails land in the inbox or get stuck in the spam or promotions folder.

Engagement usually refers to how subscribers interact with your emails, such as opens, clicks, and replies. In a previous Easy Email Marketing podcast episode (Episode 12), I covered five strategies to increase open rates, so I won’t dive into that here. If you haven’t checked it out yet, I highly recommend giving it a listen for some solid tips on boosting open rates.

For now, I’m shifting the focus to 10 creative ways to increase your clicks and replies – crucial metrics for any email marketer. Before I jump into the specifics, though, there’s one foundational principle you need to keep in mind: always have an action for your subscribers to take. Whether it’s clicking a link or replying to a question, each email should include a clear, actionable step.

Make your calls to action stand out. People tend to scan emails, so you need to ensure that the action is obvious right away. Use bold or italicised text, or high-contrast colours for buttons and links. Let your subscribers know exactly what you want them to do – whether that’s replying with feedback, clicking a link, or making a choice. Also, explain why it’s important. Sometimes all it takes is saying, “I’d love to hear your opinion to create better content for you” or “Reply so I can send you additional helpful resources.”

Now that you’re clear on the principle, let’s get into the fun part: 10 creative ways to boost email marketing engagement.

Way 1: Create a Roundup Email

A roundup email is a fantastic way to increase email marketing engagement. It’s all about curating a list of valuable resources your subscribers will appreciate. Whether it’s your own content or others’, this strategy encourages more clicks and keeps your subscribers engaged.

Here’s how to make it work:

• Highlight your best content: Create a roundup of your top blog posts, videos, or podcast episodes. For instance, you could share your “Top 5 Blogs of the Year” or your “Favourite 5 Tips”. This helps your subscribers quickly catch up on the best of what you’ve shared.
• Link to your website or social channels: Make sure each link directs subscribers to your website, YouTube channel, podcast feed, or wherever they can engage more deeply with your content. This drives traffic while encouraging interaction.
• Share your favourite resources: Don’t worry if you don’t have enough of your own content to share. You can still send out a great roundup by linking to other people’s resources. Perhaps it’s a great article, a useful tool, or an insightful video from a fellow creator. Sharing valuable content from others not only helps your audience, but it also builds relationships within your niche.
• Explain the value of each link: Simply adding links won’t cut it. Tell your subscribers why each resource is worth clicking. A brief description of each item—why it’s helpful, insightful, or entertaining—adds context and makes them more likely to engage.

Way 2: Ask Specific Questions

When it comes to boosting email marketing engagement, asking questions is a simple yet powerful tactic. But there’s a catch—if you want more replies, you need to ask specific questions and make it clear that you really want to hear from your subscribers.

Avoid vague questions like, "What do you think?" or "Let me know." These sound polite but don't necessarily encourage a response. Your subscribers might think you're just being conversational or polite, not expecting a reply. To get their attention and prompt a response, be direct and specific in your questions.

For example, instead of just asking, “What do you think?” ask, "What’s your favourite tip from this email?" Personalising it can boost your engagement even more. Add their name, like "How about you, [Insert Name]? What’s your favourite tip?" You can easily embed this personalised code into your emails to make your audience feel like you're speaking directly to them.

You can also double down on this tactic by linking it with roundup emails or other types of content. For instance, if you’re sharing a collection of tips or resources, ask, “What’s your favourite tip from this roundup?” or “What quote from this email resonates with you most?”

Specific questions like these don’t leave any room for ambiguity. Your subscribers know exactly what you want from them: a reply. To increase the chances of getting a response, include a sentence that reinforces your desire for engagement. Try something like, “Yes, I really want to hear from you—I personally read every email, and I’ll make sure to get back to you.”

By being clear about your expectations and making it easy for your audience to engage, you’ll see an increase in replies and overall email marketing engagement. This tactic helps build a stronger connection with your subscribers and shows them that their input is valued.

Way 3: Ask a Question with Two to Three Clickable Answers

A great way to drive email marketing engagement is by asking your subscribers a question with a couple of simple, clickable answers. This makes it super easy for them to respond, and it also gives you valuable insights about your audience.

Here’s how it works:

Step 1: Create a Web Page for Each Answer

To set this up, you’ll need to create a specific webpage on your site for each of the possible answers. For example, if you’re asking your subscribers about the software they use, you could create a page for each answer like:

• yaelkeon.com/answer1 (for software 1)
• yaelkeon.com/answer2 (for software 2)
• yaelkeon.com/answer3 (for software 3)

You don’t need anything fancy for these pages. In fact, a simple thank-you page will do just fine. You can just let your subscribers know, “Thanks for answering this,” or provide any other follow-up message you like.

Step 2: Add the Question in Your Email

In your email, ask a clear, direct question that you want them to answer, such as “Which software are you using?” or “What type of business are you in?”

Then, provide two or three options for answers. Each option should be clickable, and each should link to the corresponding webpage you created. For example:

• “I use Software 1” (links to yaelkeon.com/answer1)
• “I use Software 2” (links to yaelkeon.com/answer2)
• “I use Software 3” (links to yaelkeon.com/answer3)

By clicking one of the links, your subscribers are technically answering the question, and the best part is, they only need to click once!

Step 3: Gain Valuable Insights

Not only does this method make it easier for subscribers to engage, but it also provides you with useful data. By tracking which answers get the most clicks, you can gain deeper insights into your audience.

For example, if you're asking about software preferences, you’ll know which software your audience uses most, which could influence future product recommendations or content decisions.

Step 4: Automate with Tags

If you use email marketing tools like ActiveCampaign or ConvertKit, you can take this engagement even further. When a subscriber clicks on an answer, you can set up automatic tagging in your system. This means you can tag your subscribers based on their preferences, like "Software 1 User" or "Business Type: Consultant."

This tagging can help you segment your audience for more personalised email campaigns and improve your email marketing engagement over time.

Way 4: Use "This or That" Questions

"This or That" questions are a powerful tool when you're in the process of creating something new, whether it’s a webinar, product, or content. These simple polls allow you to gather input from your audience in a quick, fun way that encourages them to engage.

How to Use "This or That" for Maximum Engagement

• Webinar Topics or Titles: If you’re planning a new webinar, ask your audience to vote on which topic or title they'd prefer.
• New Products or Services: If you're deciding between two new product ideas or service offerings, ask your subscribers for input.
• Content Decisions: When creating content, ask your audience what they'd prefer to see next.

These questions don’t have to be complex. Keep them simple and clear, so it’s easy for subscribers to answer with just one click or a quick reply.

Why "This or That" Works

• Quick and Easy: People love answering quick questions, especially when it’s as simple as choosing between two options.
• Engagement with Purpose: Not only does this method encourage interaction, but it also provides you with valuable feedback on what your audience prefers.
• Research Gold: You'll often get extra insights, like people suggesting a third option or explaining why they prefer one choice over the other. This can offer fantastic insight into your audience’s wants and needs.

By adding these types of questions into your emails, you’re not just increasing email marketing engagement, but you’re also collecting valuable data that can guide your next big decisions. It’s an effective way to involve your audience in your creative process and make them feel heard.

Way 5: Click or Reply for a Bonus Gift

One of the best ways to increase email marketing engagement is by giving your subscribers something extra. People love freebies, so offering a bonus gift in exchange for a click or a reply can be a great way to encourage more interaction with your emails. Here's how you can make it work:

Surprise and Delight Your Subscribers

Going above and beyond for your subscribers is a surefire way to build loyalty and engagement. When you create a new freebie—whether it's a checklist, guide, eBook, or any other resource—send it out to your email list with a link for them to download it immediately.

Add Urgency with a Limited-Time Offer

To increase engagement, create a sense of urgency around your free gift. For instance, you could mention that the resource will be available for free only for a limited time before it becomes a paid product.

• A line like, “This free guide will soon be a paid product, but I wanted to offer it to you for free today. Click this link to download it now!” can prompt subscribers to take action immediately.
• Adding a deadline increases the urgency and encourages quicker clicks.

This approach not only boosts engagement but also strengthens the connection with your subscribers by showing them that you care about providing extra value. It’s a win-win for both you and your audience, as you're offering something helpful while also gathering more clicks and replies.

👉 Speaking of freebies, if you would like 80+ fill-in-the-blank email ideas, click here!

Way 6: Send a Mini Challenge

Mini challenges are a fun and effective way to boost email marketing engagement. The key is to make the challenge simple and easy to participate in, which will lead to higher engagement and a stronger connection with your audience.

Here are a few ideas:

• Set a simple goal: For example, challenge your subscribers to complete a task, such as sending an email, writing a blog post, or organising their workspace.
• Follow up: A week later, send a quick reminder to check in on their progress. This creates accountability, which often leads to higher response rates and more engagement.
• Add extra value: You can combine the challenge with a bonus gift. For example, “If you reply with ‘I’m in,’ I’ll send you an extra resource to help you out.”

Sometimes, the simple act of asking your audience to commit to something, even if it's small, helps them feel more involved and engaged. Mini challenges also tap into the power of accountability, which can be incredibly motivating.

Way 7: Share a Personal Story

One of the most effective ways to boost email marketing engagement is to share a personal story. People love to connect with the person behind the brand, and a well-told story can create that deeper bond.

When you share your personal experiences, challenges, or lessons learned, it makes you more relatable. It shows that you’re not just a business but a human with real struggles and successes. This helps subscribers feel like they know you on a more personal level, which can encourage them to engage more with your content.

• Be Vulnerable: Share a personal story that’s meaningful to you. It could be a challenge you’ve faced, an unexpected lesson, or a moment of realisation that changed the way you do business.
• Ask If They’ve Experienced Something Similar: After sharing your story, ask your subscribers if they've gone through the same thing. This can spark genuine conversations.
• Let Them Know You’re There for Them: It’s important to let your subscribers know you’re not just sharing for the sake of it—you’re offering support. A simple, “I just want you to know that I’m here for you if you’re going through something similar” can go a long way.

Often, when you share personal stories, you’ll be surprised by how many people reach out with their own stories. It helps them feel heard, and you’ll likely receive replies from subscribers who have experienced similar challenges. They’ll appreciate that you’re not just focusing on business but genuinely care about their struggles as well.

Way 8: Add a Video with an Irresistible Thumbnail

Video is an incredibly effective medium for connecting with your audience and delivering your message in a more dynamic and personal way. Even if you don’t produce video content regularly, occasionally sending a video can give your emails an engaging twist that encourages subscribers to click and interact.

The Best Way to Add Video to Your Email

Instead of embedding the video itself, upload it to a platform like YouTube or Vimeo. You can also use Facebook Live or post it directly on your Facebook page if that's where you engage with your audience. The key is to host the video on a reliable platform that won’t impact your email’s deliverability.

Once the video is uploaded, take a screenshot from the video and create a thumbnail image. This thumbnail should feature a play button over it. The play button is crucial—there’s a psychological pull that makes people want to click it. When subscribers see a play button, they’re more likely to click through to watch the video.

Way 9: Write Juicy, Irresistible Content

If you want to grab your subscribers’ attention, create content that’s juicy and irresistible. This could be a blog post, podcast episode, or even a video that answers big questions or dives into a topic people can’t stop talking about.

• Address Common Questions: Think about the biggest questions or concerns your audience regularly asks you.
• Add Some Opinion: Don’t be afraid to share your thoughts or even go on a bit of a rant. People love hearing opinions, especially when they’re related to something they care about.
• Tease Them: Build anticipation by teasing the content in your email’s subject line and opening. Make them curious enough to click and read or listen. You could use a phrase like, “You won’t believe what happened when I tried this.”
• Keep It Clickable: After you’ve piqued their interest, make it easy for them to take the next step. Include a clear, compelling link that takes them straight to your juicy content. Whether it’s a blog post, podcast, or video, the goal is to get them to click through.

Way 10: Use the PS

The PS section of your email is often the most-read part. In fact, many people will scan through the entire email, only to land on the PS and read it first. This makes it a powerful tool to grab your subscriber’s attention and reinforce the action you want them to take.

Why the PS Works

One of the reasons the PS is so effective is that it stands out. Readers expect it to summarise the key point or add something extra, so they tend to pay attention. Because of this, many creative email marketers use the PS to highlight their call to action.

• If you’ve mentioned something in the email that you want your subscribers to act on, the PS is the perfect place to remind them.
• For example, you might say, “PS: If you haven’t downloaded your free guide yet, do it now!” or “PS: Don’t forget to click through and book your spot for the webinar before it’s full!”

This gives you a second chance to get your message across in case they missed it earlier in the email.

Make It Stand Out

Another way to use the PS is to make it something completely different from the rest of the email. Instead of just summarising the content, try adding something unique to the PS, like:

• Helpful tips: Offer quick, valuable advice that complements the rest of the email.
• Personal story: Share a quick anecdote that builds a connection with your audience.
• Promotion or new offer: This is a great place to highlight a limited-time offer, new product, or upcoming event.

For instance, you could end your email with, “PS: Loved this email? You might also enjoy my latest blog post on [Topic].”

Boosting your email marketing engagement doesn’t have to be complicated…

By using the 10 strategies covered, you’ll be able to increase clicks, replies, and create a more engaged and loyal audience. Remember, it’s all about making your emails irresistible and providing value that resonates with your subscribers.

If you’re ready to take your email marketing to the next level and dive deeper into the strategies for crafting emails that truly engage, I recommend checking out Engaging Emails.

This ultimate guide is packed with everything you need to start sending emails that your subscribers want to read.