The rise in email volume has created a challenge for marketers. As subscribers become more selective, marketers have to create an experience and deliver quality to ensure continued email opens and high inboxing (inbox delivery) rates.

When brands don't consider the consumer expectation when developing their email campaigns, often the result is a struggling program with low inboxing rates and, consequently, low engagement levels.

To increase engagement and overall effectiveness of email campaigns, marketers need to focus on inboxing. Why? Because higher inboxing rates translate into higher open, click, and conversion rates, all of which ultimately affect program revenue.

Here are five tips to make sure your emails reach the inboxes of your subscribers and keep your email marketing engagement rates high.

1. Create an email schedule

Like all successful campaigns, a great email marketing program begins with a plan. Create a schedule with themed emails so your subscribers get in the habit of receiving content.

One successful way to introduce subscribers to your email program is with welcome emails that greet new consumers as part of a community, explain the benefits members will receive, and manage their expectations.

Consider creating a semi-monthly or monthly email series that provides valuable insights relevant to your audience. For example, an airline can deploy "travel spotlights" that highlight the most popular destinations or best restaurants in the world. This approach keeps consumers interested and opening, and it will encourage them to purchase when they're ready to do so.

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ABOUT THE AUTHOR
image of Ivy Shtereva

Ivy Shtereva is senior marketing manager at Yesmail, where she is responsible for multichannel strategy and implementation across the email, database, Web, and direct marketing channels. She also authors Yesmail's quarterly benchmark reports.

LinkedIn: Ivy Shtereva