As the digital marketing environment becomes more and more crowded, the quest for user engagement is becoming increasingly competitive.
But some marketers are finding that a few specific tactics are producing impressive results when it comes to boosting response rates. From interactive content to highly personalized emails, they’re discovering that these tactics can be used as secret weapons for success.
Curious as to what they are? In this post, we’ll explore five specific tactics that you can use right away to boost engagement rates with your target audience.
1. Use interactive content
Interactive content (think assessments, quizzes, calculators, etc.) is a powerful way to boost response rates because of its engaging nature. As this format enables users to engage with material by inputting their own unique responses, the results are highly personalized and relevant.
But the benefits don’t stop there. While users get relevant, personalized outcomes, interactive content also helps provide the marketing and sales team with in-depth customer data, too. This information can be integrated with the company CRM to build out robust customer profiles for more tailored future messaging and customer journeys down the road.
This tactic is already widely adopted by marketers: According to research from Content Marketing Institute, 59% of marketers already use interactive content to drive engagement, while Demand Metric found that 70% of marketers agree that interactive content is effective at engaging buyers.
Take a look at this interactive assessment example from HotSchedules to see what this tactic looks like in action:
2. Ask for feedback
Another easy way to boost response rates with digital marketing is by giving your audience a voice and asking for their feedback.
Surveys are a simple way to gather this key data, which not only engage the audience but can be put to work to improve everything from products to processes. And integrating this data with other marketing resources like your CRM again allows you to build more complete customer profiles with key data for greater personalization of future interactions.
With multiple ongoing survey efforts, you can ask for feedback on a variety of different topics such as:
• Net Promoter Score
• Customer Satisfaction (Support, checkout processes, etc.)
• Marketing and Product Feedback
Distributing your surveys through email allows you to continue the conversation with your audience after important interactions, such as purchases, support requests, etc. However, you can also promote them through social channels and on your website to reach an even larger (but still relevant) demographic.
Here’s an example of a survey from Uber, which gathers feedback on a recent support interaction:
3. Pose questions on Facebook
We know that organic reach on platforms like Facebook is becoming more and more limited. It’s why many marketers are looking for ways to increase response rates there any way they can.
A simple way to drive engagement without paid promotion: Ask more questions.
According to Kissmetrics, Facebook posts with questions get 100% more comments than those without them. It makes sense, too. Rather than posting a simple, one-sided statement, questions invite your audience to join the conversation and add their two cents. The information gleaned from these posts can help you better understand your audience, identify gaps in service, and can even inform future decisions like merchandising.
Birchbox put this tactic to work when they asked audience members what their favorite gift was during the holiday season. As a result, this post had 50+ responses, which is far more than their average.
4. Host contests and giveaways
Most folks love a good contest, right? Using contests and giveaways is a simple way to drive up response rates because it speaks to the “What’s in it for me?” part of our brains. The chance to win something of value is a powerful motivator.
Especially on a public platform (think social channels) where sharing is easy, this marketing tactic can take off quickly, helping you grow your following, your number of email subscribers, etc. It works: According to Buffer, 35% of Facebook fans like a page so they can participate in contests.
Callaway tested this approach by promoting a contest of their own on Twitter. As you can see, all one had to do to be entered was retweet and follow their account for a chance to win a golf club–which people did.
5. Personalize your emails
Last, but not least: Let’s talk about email personalization. By delivering highly relevant, personalized messages to your email subscribers, you up your chances of higher response rates.
It’s true: Data shows that personalization in email drives engagement.
- Personalized email messages improve click-through rates by an average of 14% and conversions by 10% – Aberdeen
- 74% of marketers say targeted personalization increases customer engagement – eConsultancy
- 50% of companies feel they can increase interaction within email by increasing personalization – Experian
- Emails with personalized subject lines are 26% more likely to be opened
- Marketers have found a 760% increase in email revenue from segmented campaigns
So how can you personalize emails? From inserting the subscriber’s first name in the subject line and message body, all the way down to delivering dynamic content that displays different subject matter based on subscriber data, personalization helps marketers deliver messages that feel tailor-made.
And thanks to advances in automation, personalization can now also be used to build customer journeys that are time or action triggered based on customer data. This means sending the right message to the right person at the right time.
Here’s one example of subject line personalization used by Converse:
With these five tactics, you can take the response rates for digital marketing efforts from mediocre to outstanding. Think about how you can use things like surveys, contest, and email personalization to improve the opportunities for engagement with your audience. The more you interact with them, the better you’ll understand their needs and concerns–which means delivering even better customer experiences.