This growth hack idea addresses email engagement. Low engagement means the recipient is not interested in what you're offering or how you're offering it.

1. GROWTH HACK 2
EMAIL ENGAGEMENT
BROUGHT TO YOU BY
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2. EMAIL ENGAGEMENT
•Low email engagement stats is a sign that your
email list is not aligned with the emails you’re
sending them.
• They don’t want what you’re offering
• They don’t relate to the way you’re offering it
•No emotional connection with headline and/or
body.
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3. WHO GETS YOUR EMAILS?
•Create 3 different subscriber profiles
•Come up with at least 3 answers to each
question on the next slide.
•Keep your email messaging and offering
aligned with the recipient profile.
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4. EMAIL RECEIVER PROFILE
• Why did subscribers sign up to the list?
• What did they expect to get in return when they entered their email?
• What were they out to accomplish or solve?
• What immediate solution do they want from you?
• What deep fear motivators cause them to act toward a solution?
• What will trigger their Action Emotions?
• Use words that trigger those emotions in your headline.
• Add urgency if it fits naturally into the context of your email campaign.
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5. EMAIL WITHIN THE HOOKED FRAMEWORK
• Desired Sequence: Trigger, Action, Variable Reward,
Investment, Trigger, Action
• The headline triggers an emotional action to open the
email. The email first congratulates the user for taking
action toward a solution (variable reward). The user
invests time and effort to read the email, which triggers
another emotional action (click the link in the email).
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6. EMAIL ENGAGEMENT IDEA
•Area of Growth: Activation - a lead into a customer
- existing email list engagement
•Problem: Low interaction from existing email list.
Low open rate and click thru rate
•Hypothesis: Email list needs to be aligned with
user expectations and incorporate Hooked
Interaction Modeling.MARKETINGCONSULTANTX.COM

7. EMAIL ENGAGEMENT IDEA
•Proposed Solution: Align an email’s message to
speak to what the user desperately wants solved
and incorporate the Hooked framework into the
email.
•Test: Send 3 versions of an email with the goal of
eliciting opens and click-thrus. Divide target
email list randomly into thirds and send one email
to each section, all at the same time.MARKETINGCONSULTANTX.COM

8. EMAIL ENGAGEMENT IDEA
•What to Measure: Measure open rate and click
thru rate of the 3 emails. After one and two
weeks, compare to average statistics for this
entire list.
•How to Measure: Use email service provider to
see delivery rate, open rate and click thru rate.
Can also use tracking links to verify click thru.MARKETINGCONSULTANTX.COM

9. EMAIL ENGAGEMENT IDEA
• Time to Results: 1 – 2 weeks
• Success Metrics: Improvement in open rate and click
thru rate among any or all these 3 emails compared to
the average for the list. Keep in mind that emails from
this campaign are only 2 weeks old compared with the
age of the list. As emails age, statistics might increase.
• Next Actions Upon Success: Create a system to put
every email into this alignment and Hooked framework.
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10. EMAIL ENGAGEMENT IDEA
•Further Experimentation: If there is a big
difference in the performance of the 3 test
emails in this campaign, can you see why?
Many new Growth Hack tests will emerge.
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