Skip Navigation

How to Get More Engagement and Higher Open Rates With Email Marketing

By Michael Zipursky
Leave a Comment

Would you like to have more people open, engage and interact with your emails and newsletters? If so, check out this tip

Today I want to share with you a very simple step that you can take – you can call it trick, you can call it a secret, but really it’s just a step that you can take to get more people engaging and interacting with your emails and newsletters.


Regardless of which email service you are using, it could be MailChimp, AWeber, Infusionsoft, Active Campaign, it doesn’t really matter, almost all of them provide this functionality.

The step here to take is that once you’ve set up your email newsletter to go out, then what you can do is you can go in and you can replicate the campaign. Pretty much you’re creating a copy of that campaign.

Here’s what you do:

The set-up

For that second, for that duplicate, for that copy that you just made of that newsletter or that campaign that you’re going to be sending out, change the targeting.

Here’s the thing: people get inundated with emails. They might look at yours, and if the subject line doesn’t grab them or if they’re just too busy, they might just delete it.

Change the segment and the settings pertaining to who will receive it. You set it up so that it will only be sent to people who have not opened your previous email.

Here’s the thing: people get inundated with emails. They might look at yours, and if the subject line doesn’t grab them or if they’re just too busy, they might just delete it. They might put it into a different folder. For whatever reason, they just may not open it.

This gives you a second chance.

It allows you to put your email in front of your ideal consulting clients or people on your list without bothering them, because you don’t want to send a duplicate email to someone that’s already opened and engaged with the first.

Even if they haven’t taken the action that you ultimately want, you don’t want to be bothering people by sending duplicates all the time.

This allows you to only send the email automatically to people who have not opened that first email.

Subject line matters

The other best practice here is to change the subject line. Let’s just say that your first subject line is “Here are six tips to increase your landing page conversion rate.”

The second email might be “Six tips for better landing pages.” The reason it’s important to change the subject line a little bit, is because if people just see the same subject line again, then it looks like you’re just sending them a duplicate email.

(If they chose specifically not to open that first email, then it would seem a little bit annoying to get a duplicate right away.)

Because you’ve changed the subject line, it now comes across as a different email. That will significantly improve and increase the number of people that open your email, that engage with it, and also click on it or take action base on whatever your call to action in that email is.

Opt in, opt out or take action

If you’re saying, “But I don’t want to send duplicates to people. Isn’t that going to bother them?” here’s the thing: when you send email newsletters, always include an unsubscribe link in the email.

If people don’t want to receive your emails, they should just click it and remove themselves from it. That’s why it’s there.

At the end of the day, you want to have an email list with people who are responsive, who want to receive your information because they value it and because they get a benefit from it.

If they’re not getting a benefit from it, then they shouldn’t be on your list, and then it’s no problem, and you shouldn’t mind if they unsubscribe.

If they are on your list and if they’re busy, and if they just missed your email or they haven’t been able to get to it yet, getting this follow-up – almost a reminder – email that’s only going to people who haven’t opened your first one, you’ll see a nice bump in the overall number of people that are getting your message and then taking action on it.

Whether you’re just sending out a weekly or a monthly newsletter, whether you’re sending out a special promotion – whatever it is, using this little technique, using this extra step will help you to engage more people and to ultimately impact more people, and to get greater results.

Leave a Comment, Join the Conversation!