Revitalizing Email Engagement: Effective Strategies for 2023’s Marketing Landscape


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Email campaigns are a complex and ever-changing medium for marketers who want to attract customers’ attention. In 2022, an estimated 333.2 million emails will be sent and received every day. An average office worker receives around 120 emails per day. Email fatigue can be caused by this overabundance, which will reduce the effectiveness of your email marketing campaigns.

Subscribers only engage with brands when they feel overwhelmed. Hubspot states that consumers unsubscribe from emails because they are too frequent.

Marketers need to use email marketing that engages customers with timely and valuable content. Deliver it using the following six email marketing strategies–including some that rely on motivation-aware Generative AI.

Send messages when there is high engagement

Timing is one of many factors that can affect whether or not a customer will open an email. Hubspot surveyed over 300 email marketers in the United States and found that the majority experienced the most engagement between 9 am and 3 pm on Monday, Wednesday, and Tuesday. It is not possible to find the exact time when you should send your emails. Most marketers will experiment with different distribution times of emails to find the sweet spot. Since consumer behavior is constantly changing, it’s important to conduct dynamic send-time experiments at least once per year to inform your email-marketing strategies. This is done to determine when your audience will most likely be receptive to your message. It takes a little extra time to do this, but the effort will be worthwhile when you see more people open your campaigns.

Send emails to people who your audience is interested in hearing from

It’s important to know who sent the email. Constant Contact reports that 68% of consumers open an email based on the sender. If you don’t pay attention to what you write in the sender field, customers might not recognize your email from your company when it arrives in their inbox. Check the distribution setup to ensure that the sender’s name and email reflect your brand.

When building your email list, focus on quality.

Email marketing is not always a case of “more is better”. If you include recipients who are not in your target audience and don’t have any connection to your brand on your distribution list, this will negatively impact your email performance. They will never open or click your emails. Your metrics will be negatively affected if you keep them on your distribution lists.

To build a high-quality email list, you need to focus on these questions:

  • What is the value that a customer gets from signing up to receive your emails?
  • What information does your firm provide?
  • How often can they expect to hear from you?

When people choose to opt in, you can expect a higher response rate. In some countries, asking for permission before adding someone to a mailing list is required by law. It’s also good practice. You’ll also prevent spam complaints.

Email marketing is not a one-size fits all approach. Segment your email list properly and send content that’s relevant to recipients based on their demographics, behaviors, and other factors. These 50 Email Segmentation Strategies may reveal segments that you never thought of.

AI-generated language can improve open and click rates.

Email marketing campaigns are measured by high open rates and click-through rates. Open rates are the percentage of emails delivered successfully that was opened. The click rate is the percentage of opened emails with at least one clicked.

The subject line has a big impact on the open rate. It means that your core content resonated, at least initially, with your audience. The click rates indicate that the content of your email is interesting, relevant, or answers subscribers’ questions. Both are high for organizations that understand customers’ interests and concerns and provide on-point content with optimized language.

Generative AI is a powerful tool that allows brands to optimize their email campaigns and achieve impressive results.

  • Marks & Spencer saw a 20% rise in sales when they optimized their email subject lines using Generative AI Enterprise.
  • Michaels saw a 25% increase in CTR on their email campaigns when they went from personalizing only 20% of email campaigns to 95% using enterprise flavor motivation-aware Generative AI.

Constant Contact’s latest research (as of January 2023) captured average trends in the following industries.

Open RateClick Rate
All Industries – Overall Average34.39%1.43%
Financial Services28.30%1.26%
Buy it Now32.86%0.96%

Some marketers may find that they have lower engagement rates than the average. You can still improve your engagement rates by using enterprise Generative AI, which optimizes subject lines and body copy.

Generative AI applications that use large language models such as GPT-3 can generate an enormous number of subject lines and email bodies. These messages will not necessarily motivate customers to take action unless the language used is based on insights into what customers are looking for at that time.

Motivation AI Platforms is a Generative AI designed for Enterprises. It has insights from over ten years’ worth of marketing campaigns to reveal the best language that drives clicks, opens, and conversions. Brands can use Motivation AI to identify the most effective narrative and emotional context in their emails.

This is what it looks like in action.

AI-generated text drives better email engagement, according to a luxury retailer

Motivation AI customers benefit from AI-generated content that uses narratives, emotions, and descriptions as well as other elements proven to motivate audiences.

A luxury retailer planned an email campaign to increase the engagement of its loyalty program. We helped the retailer optimize three different loyalty-focused emails.

We received the subject lines from the creative teams of each retailer. Our Motivation AI analyzed the retailer’s message and created a series of variants that were predicted to perform better in the market. The AI-generated language outperformed the retailer’s control message on email opens, click-throughs, and conversions.

Personalize your email marketing campaigns

Today, customers expect personalization. Generative AI, a specialized AI solution for enterprise email marketing that allows clients to personalize messages for segments of high value, is available for customers. They can deliver a more targeted and relevant experience, which will increase conversions.

A customer used the Motivation AI platform, for example, to create a message that was targeted at loyalty cardholders who chose the cashback option. The AI-generated personalized language generated 44% more engagement than a generic email.

Generative AI is transformational–even more so when it is built for the enterprise and motivation-aware. It can be used as a key tool to drive engagement and increase conversion rates, which can allow businesses to better leverage their email strategies for revenue growth. 

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.