By esantiago@hubspot.com (Erica Santiago)

I send the HubSpot Marketing Emails every day, so I’m pretty familiar with the types of marketing emails marketers can leverage. However, which ones gain the most engagement and which do not?

To answer that question, and to pass that knowledge on to you, we ran a survey with Glimpse, asking marketers which types of emails achieve the highest performance.

Here’s what I found:

4 Types of Emails That Get the Most Engagement

The four emails get the most engagement, according to our latest Glimpse survey.

1. Multimedia Emails

Multimedia emails include videos, photos, GIFs, and other elements to make its content stand out. 44% of the marketers in our survey say multimedia emails get the highest engagement.

It makes sense because a variety in media gives consumers more dynamic content to interact with and is more appealing than emails with only text.

For example, Society6 sent the below email featuring GIFs of dancing phones with changing cases to showcase the variety of cases available on the website.

It also features moving text with changing colors to emphasize the phrases “Today Only” and “Flash Deals.”

2. Basic Emails

When I think of basic, I usually think “boring,” but that doesn’t have to be the case with these emails.

39% of marketers say they get the most engagement through basic email formats that highlight a list of links, articles, or pages to click on with light imagery.

For example, this email I received from Amazon Prime highlights links to the films on its platform with clickable images that take me to where it’s available to stream.

Incorporating photos in your emails will help illustrate the products, services, or information you’re trying to convey and entice readers to click.

3. Discount Emails

Our survey found almost a third of marketers (31%) say emails promoting coupons, discount codes, free resources, or sales get the most engagement. Who doesn’t love a chance to save money?

Bear in mind, however, that the secret to the success of these emails isn‘t just their content; it’s also in their subject lines.

I get promotional emails highlighting deals all the time in my own inbox, and something I’ve noticed is that almost every subject line includes quantitative information about these coupons, discounts, and sales. See the example below.

Notice all the subject lines read:

• “50% off Art Prints”
• “Earn $7 rewards”
• “25% of everything”
• “Up to $100 off”

Include quantitative information about deals in the subject line to immediately let subscribers know why they should click and open your email.

5 Types of Emails That Get the Least Engagement

For context, our surveys asked marketers to name the point out the types of emails that gain the most engagement. The emails in this list are mentioned because they got the least amount of votes from marketers.

…read more

Source:: HubSpot Blog

Author: Aaron