It could be one of many oldest types of digital communication, however e mail nonetheless reigns supreme in terms of utilization.
Certain, there are different newer strategies of speaking together with your viewers and prospects. Communication strategies like social media, reside chat, and lots of others. Nevertheless, with a consumer base of over 4 billion folks, e mail is the king of promoting channels.
Moreover, e mail advertising and marketing has an ROI of $38 for each greenback spent, which means it deserves a spot in each marketer’s toolbox.
Electronic mail advertising and marketing continues to be ranked as the simplest advertising and marketing channel, beating out social media, web optimization, and internet online affiliate marketing.
Why is that? With all of the hype over new channels, why is decades-old expertise nonetheless one of the crucial efficient advertising and marketing methods?
Regardless of the rise of social, folks use e mail greater than different platforms. In spite of everything, what’s the great of promoting to somebody in the event that they’re not there?
Knowledge exhibits that most individuals are on e mail—and the quantity will increase yearly.
As well as, with e mail advertising and marketing you personal the connections—you don’t have to fret about algorithm adjustments tanking your attain.
That’s why constructing a profitable e mail advertising and marketing marketing campaign is extra vital than ever.
There’s an issue—most individuals don’t know tips on how to do it proper. (In actual fact, you’ve in all probability seen these folks in your e mail field.)
This publish will stroll you thru suggestions and methods for executing impactful e mail advertising and marketing campaigns.
What’s Electronic mail Advertising and marketing?
Electronic mail advertising and marketing is the act of sending promotional messages to folks in mass portions. It usually is to generate gross sales or leads and it could comprise promoting.
Keep in mind: You’re a Visitor in Their Inbox
Individuals are inundated with interruptions, pitches, and commercials in every single place they appear.
Although you may suppose your e mail is particular. To the reader, your e mail is one in 1,000,000—and never in a great way.
This is the reason it’s vital to recollect the place you’re and use good manners.
Moving into somebody’s inbox is like being invited to their house for dinner. In the event that they ask you to take your sneakers off, you respectfully accomplish that.
It’s the identical with e mail advertising and marketing, so earlier than we start I’d merely wish to remind you to be in your finest habits always and bear in mind… you’re a visitor of their inbox.
Now, let’s discuss tips on how to construct your e mail advertising and marketing technique from the bottom up.
How Does Electronic mail Advertising and marketing Work?
Electronic mail advertising and marketing is among the top-performing methods, in no small half as a result of it’s pretty intuitive and sometimes automated.
In its primary kind, an efficient e mail advertising and marketing marketing campaign requires three important components:
1. An Electronic mail Checklist
So that you can pull off profitable e mail campaigns, you want an lively e mail checklist. This can be a database of e mail contacts who’ve expressed curiosity in receiving advertising and marketing communications out of your model.
There are lots of methods to construct an e mail checklist. One of many best is to create a lead magnet (additionally referred to as a proposal) your target market is taken with, like a coupon, in trade for his or her e mail addresses.
2. An Electronic mail Service Supplier
An e mail service supplier (ESP), also referred to as an e mail advertising and marketing platform, is software program that helps handle your e mail checklist. It additionally helps design and execute automated e mail advertising and marketing campaigns.
Utilizing an ESP lets you automate actions triggered by your target market’s behaviors. These allow you to personalize every interplay with them, which means engagement and conversion charges usually enhance.
3. Clearly Outlined Objectives
You need to use e mail advertising and marketing to realize many enterprise targets. For instance, you should use e mail advertising and marketing to:
- drive gross sales
- increase model consciousness
- generate and nurture leads
- maintain prospects engaged
- enhance buyer loyalty and lifelong worth
To execute an efficient e mail advertising and marketing marketing campaign, your e mail checklist, ESP, and targets should align. Then, you may get to work.
Step one is to phase your e mail checklist based on subscriber demographics or actions.
Subsequent, create an e mail or sequence of emails designed to get customers to do one thing (your aim).
Lastly, use your ESP to ship emails and monitor the marketing campaign routinely.
Benefits and Disadvantages of Electronic mail Advertising and marketing
Identical to some other advertising and marketing channel, e mail advertising and marketing has execs and cons. Let’s briefly dive into a number of the extra vital ones:
Benefits of Electronic mail Advertising and marketing
Electronic mail Is Permission-based
When a buyer trusts you with their e mail tackle, it’s the digital equal of being given the keys to their home. Gaining permission to enter fairly than displaying up uninvited will increase the possibilities of engagement and conversion.
Affords You Direct Entry to Your Viewers
You possibly can talk immediately with subscribers on their schedules. As well as, as a result of folks test their emails day by day, your e mail is prone to be considered.
Provides You Extra Management
With most different advertising and marketing platforms, you don’t personal the platform. If the platform ceases to exist, all of your laborious work sinks with it.
With e mail, you personal the relationships you forge together with your subscribers.
Extra Personalization Capabilities
You need to use demographic or psychographic knowledge to create personalised and hyper-targeted campaigns. Analysis exhibits segmented and personalised campaigns enhance income by as a lot as 760 p.c.
Measuring the effectiveness of a advertising and marketing marketing campaign is essential, and automated e mail advertising and marketing makes measuring your marketing campaign a breeze.
Electronic mail advertising and marketing campaigns can scale with out placing a pressure in your assets or compromising high quality.
Disadvantages of Electronic mail Advertising and marketing
Standing out in a cluttered inbox may be fairly a problem. It’s important to be artistic to make sure your emails get seen and opened.
You Want an Electronic mail Checklist
With e mail advertising and marketing, it’s essential to have already got an e mail checklist to your campaigns to be efficient.
Tough Guidelines and Laws to Navigate
Sadly, some subscribers additionally report your emails as being spam even after they subscribed to the checklist. Because of this, your sender repute takes a success.
Supply and Deliverability Points
Getting your e mail to land in receivers’ inboxes shouldn’t be assured. To run efficient e mail advertising and marketing campaigns, it’s essential to cope with supply and deliverability points.
Electronic mail Advertising and marketing Examples
Let’s briefly have a look at a few e mail advertising and marketing examples for a little bit of inspiration.
Teaonic is an e-commerce model specializing in natural, wholesome teas.
Topic line: Getting Low On Wellness?
What does this e mail get proper?
- Nice topic line: The topic line focuses on the target market’s important ache level, i.e., bettering their well being.
- Leverages colour psychology: The intense, heat colours set off emotions of well being and happiness.
- Nicely-timed: The e-mail is focused at individuals who have bought the product and is shipped when the client’s provide is about to expire.
Nicely-known for its internet hosting companies, Bluehost determined to strive its hand at creating a web site builder.
Topic line: Bluehost’s new Web site Builder makes constructing easy.
- Sells the advantages, not options: Specializing in the advantages makes the copy extra compelling.
- Clear design: The straightforward design makes the e-mail aesthetically pleasing and simple to learn.
- Wonderful focusing on: Bluehost is aware of their viewers is principally made up of small enterprise house owners with out technical experience. The e-mail makes use of language focused at this demographic.
Find out how to Automate Your Electronic mail Advertising and marketing
Whereas the automation course of varies from one ESP to a different, there are some common steps to automating your e mail advertising and marketing.
Outline Your Segments
Efficient e mail advertising and marketing campaigns begin with checklist segmentation. Use the info you will have about your subscribers to group them. This lets you create extra personalised campaigns.
Design an Environment friendly Workflow
After segmenting your e mail checklist, it’s time to design a workflow. That is the sequence of emails to meet the target of the marketing campaign.
Decide the Proper Triggers
When you’ve designed your workflow, decide the triggers that can set off the next e mail within the sequence. Examples of triggers can embrace prospects opening your e mail, clicking on a hyperlink, or not opening it in any respect inside a predetermined timeframe.
Finest Electronic mail Advertising and marketing Methods
To succeed with e mail advertising and marketing, you must be strategic in the way in which you design your campaigns. Listed here are a number of the finest e mail advertising and marketing methods you may make use of.
Use the Proper Checklist Constructing Methods
The success of your e mail advertising and marketing campaigns will depend on the standard of your e mail checklist. To construct such a listing, it’s essential to use list-building methods designed to draw your target market. For instance, a case examine promoted on LinkedIn might assist a B2B model construct a listing of engaged subscribers however flop when utilized by a B2C model.
Follow Good Electronic mail Checklist Hygiene
One other important e mail advertising and marketing technique is practising good e mail checklist hygiene. Cleansing out inactive subscribers and e mail addresses which can be not in use will guarantee you will have a good sender repute.
Maintain Your Checklist Heat
Often ship emails to your checklist to maintain your subscribers engaged (heat). Nevertheless, sporadic emailing might lead to subscribers forgetting who you’re and result in low conversion charges.
If a few of your subscribers go chilly, you may run a re-engagement marketing campaign.
Deal with One Goal
Design every marketing campaign and e mail to concentrate on one goal. Attempting to kill two (or extra) birds with one stone doesn’t work with e mail advertising and marketing. It solely confuses your viewers and reduces your conversion charges.
Outline and Monitor the Proper KPIs
Electronic mail advertising and marketing is greater than sending your subscribers a few emails. It additionally entails monitoring the efficiency of your campaigns. To take action, it’s essential to outline and observe the proper key efficiency indicators (KPIs).
High 7 Electronic mail Advertising and marketing Instruments Each Marketer Ought to Know
To tug off a profitable marketing campaign, it is advisable leverage e mail advertising and marketing instruments to optimize your processes. Listed here are the highest seven you need to know:
Electronic mail Service Suppliers (ESP)
Probably the most vital e mail advertising and marketing instruments you want is an ESP. Some high ESPs are:
- Fixed Contact: That is finest for e-commerce e mail advertising and marketing campaigns, due to options like automated product suggestions and shoppable emails. Plans begin at $20/month.
- Sendinblue: Sendinblue is finest for small companies working easy e mail campaigns. It has a wealthy function set with a CRM, reside chat, and SMS, amongst others. Plans begin at $25/month.
- Pardot: B2B e mail campaigns require a platform particularly designed for the B2B purchaser journey. Pardot matches the invoice completely. Nevertheless, to construct high-growth e mail campaigns with Pardot, be ready to half with no less than $1,250/month.
Electronic mail deliverability refers back to the capacity of an ESP to put emails in your receivers’ inboxes efficiently. The smart e mail marketer may have an e mail deliverability tester of their toolbox. Listed here are a number of the high ones:
- MailGenius: MailGenius inspects your emails for doable spam triggers. You need to use it to run deliverability assessments to make sure your emails attain their meant recipients’ inboxes. MailGenius is a free software.
- GlockApps: GlockApps exhibits your supply leads to real-time, together with whether or not your e mail landed within the Inbox, Spam folder, Gmail’s Promotional or Social tabs, or if it was by no means delivered in any respect. Private accounts are free, and costs go up from there.
Testing and Monitoring
Testing and monitoring the marketing campaign efficiency helps you create optimized iterations of your campaigns. Which e mail advertising and marketing instruments are finest for testing and monitoring?
- Litmus: You need to use Litmus to check and observe your emails in conventional internet shoppers and fashionable cell units.
Electronic mail Personalization Instruments
Take your personalization sport past simply utilizing your recipients’ title by utilizing a personalization software.
- Hyperise: In the case of personalizing e mail advertising and marketing campaigns, no software does it higher than Hyperise. It helps you add dynamic, personalised photos to every of your emails, together with profile photos from social media platforms.
Find out how to Write Electronic mail Advertising and marketing Copy That Drives Outcomes
No matter your e mail advertising and marketing aim is, all of it hinges on e mail advertising and marketing copy.
That’s why it’s essential to write yours effectively. To try this:
Know Your Viewers
Step one to crafting compelling e mail advertising and marketing copy is figuring out your viewers. This can assist you to higher phase your checklist and create hyper-targeted e mail copy.
Craft a Arduous-to-Ignore Topic Line
The topic line is among the most vital components of e mail copy because it helps readers determine whether or not to open your e mail. To craft a hard-to-ignore topic line:
- use key phrases
- make it benefit-driven
- use lively voice
- personalize as a lot as doable
Get the Preview Textual content Proper
Electronic mail preview textual content seems instantly under or beside the topic line. Restricted to a most of 140 characters (e mail consumer dependent), it acts as an elevator pitch to persuade folks to open your e mail. An optimized preview textual content is an extension of your topic line and reinforces your worth proposition.
Make It Simple to Learn
Individuals are busy. That’s why you need to write your e mail copy so it’s straightforward to learn and perceive. Do that by:
- utilizing brief sentences and paragraphs
- avoiding jargon and sophisticated phrases
- utilizing bullet factors
In case your readers discover your emails straightforward to learn, they’ll probably have interaction with them extra.
Tales are a strong strategy to seize consideration and get your message throughout. That’s why you need to leverage storytelling in your e mail copy.
Use Psychology to Your Benefit
Human beings are wired to react in particular methods. Use psychological triggers to direct your readers in direction of fulfilling your marketing campaign aims. Examples of such triggers embrace:
- concern of lacking out (FOMO)
- colour psychology
- social proof
Used effectively, these triggers might help you craft e mail efficient copy.
Electronic mail Advertising and marketing Step 1: Construct Your Checklist
Earlier than you can begin sending out emails, you want folks to ship emails to. How do you get began constructing your checklist? Begin by including a banner or kind to your web site merely asking folks to subscribe.
Then, observe the following tips.
1. Supply An Incentive
Consider e mail addresses as a forex: you wouldn’t give cash away totally free, proper? Providing an incentive is the only strategy to collect e mail addresses.
There are lots of methods you are able to do this, in fact. Some desire to present one thing away totally free whereas others merely provide a publication or product updates.
For instance, the enterprise publication Morning Brew affords readers a easy profit: their enjoyable, attention-grabbing updates each morning.
Search Engine Journal makes use of a small kind of their proper sidebar providing day by day information—in addition they ask which subjects the consumer is taken with, which helps them ship extra useful content material.
You too can provide a guidelines, e book, white paper, or one other downloadable asset. Contests and giveaways are one other nice strategy to persuade folks to share their e mail addresses.
I can’t inform you which is the suitable or incorrect path for what you are promoting, however I can inform you that it’s vital to have a transparent function when asking for an tackle.
Set up your credibility, clarify what the emails are for, and get folks taken with receiving them.
Merely posting “enter your e mail for updates” isn’t going to get anybody excited. As an alternative, share specifics.
By sharing a selected name to motion or profit to offering their e mail tackle, you may get extra folks to subscribe.
Some widespread methods to entice folks to enroll embrace:
- e mail sequence
- free downloads
- free white papers or eBooks
- replace lists, like new releases and product updates
No matter that incentive is, make it clear and engaging, and don’t be afraid to advertise.
2. Comply with Electronic mail Advertising and marketing Legal guidelines and Laws
Don’t let all of the legalese scare you—simply be sure you by no means purchase e mail lists and think about using double opt-in choices so folks know what they’re stepping into. Lastly, make it straightforward for folks to unsubscribe.
Electronic mail Advertising and marketing Step 2: Present Nice Content material
Electronic mail advertising and marketing is all about expectations, and it’s as much as you to set them.
In case your name to motion is robust, and your follow-up is constant, then you may rely on a profitable e mail marketing campaign.
Nevertheless, if you happen to promise to ship one e mail per week and as a substitute ship them day by day, then you definately’re setting your self up for failure.
Quite the opposite, if somebody is anticipating day by day updates or vital product updates and also you don’t ship, then they’re prone to be simply as upset in that case, too.
This is the reason the primary follow-up e mail is so essential to the success of your e mail advertising and marketing efforts.
Ship an Introduction Electronic mail
For instance, right here’s a primary welcome e mail from Airbnb to a brand new host. It explains the fundamentals of the method and what you may anticipate to obtain from Airbnb.
Spotify sends out the same e mail that confirms the subscription and lets them know what they’ll anticipate.
Virtually all e mail service suppliers provide the choice to create an automatic welcome sequence, so reap the benefits of it.
The preliminary follow-up e mail needs to be despatched instantly as a strategy to introduce your self and element what you propose on doing together with your new subscriber’s e mail tackle.
It’s higher to be long-winded and detailed than it’s to be fast and unobtrusive, however if you happen to can pull off fast and concise, then extra energy to you.
From right here, it’s merely a matter of residing as much as their expectations.
Don’t Pitch Proper Away
You’re not working an e mail checklist only for the enjoyable of it—you’re there to interact prospects and make gross sales.
Transitioning from an e mail checklist that gives tons of free worth into a listing that pitches a product for cash is usually a tough change to make.
To do it successfully, it’s a good suggestion to suppose prematurely about your pitching. You don’t wish to shock everybody with a pitch the entire sudden.
You’ll have a way more profitable marketing campaign if folks anticipate gross sales pitches each every so often.
Should you’re going to get within the behavior of promoting usually, attempt to put your self within the reader’s sneakers.
Ask your self in case your messaging is in step with the expectations you’ve set. If doable, perceive what the client has proven curiosity in earlier than, and ship comparable affords down the road.
Those who ship blind affords are much more prone to lose permission to maintain doing so.
Once more, every enterprise has completely different wants, and there aren’t any laborious and quick guidelines as to how usually you may pitch or present content material.
Simply keep in mind that an e mail checklist is a permission asset and it’s higher to err on the aspect of warning than to play it free and reckless.
Find out how to Write a Nice Electronic mail Publication
Let’s discuss in regards to the distinction between a good publication and a nasty publication.
The primary signal that you simply’ve obtained a nasty publication is that you simply don’t recall ever asking to obtain it.
Sometimes, this occurs when a enterprise both fails to take care of an everyday e mail routine or manually provides somebody to their checklist after receiving a enterprise card or private e mail.
Make certain everybody remembers you—one of the best ways to do that is to not let your emails lapse for too lengthy. Attempt to ship an e mail no less than as soon as a month, or as soon as every week if you happen to can.
I discover essentially the most compelling newsletters are those who do an incredible job of blending messaging and updates.
For instance, whereas the e-mail may comprise a listing of product updates and pictures, it’s balanced by a private message or pleasant memo.
Use your publication as a strategy to additional your relationship with the reader/buyer fairly than to pitch them.
Save the pitch for distinctive updates, affords, and bulletins.
Use Electronic mail Automation Rigorously
Should you’re simply beginning out with an e mail checklist, it’s straightforward to think about you’ll have time to personally reply to each new subscriber.
When you begin getting greater than a handful of subscribers, it turns into subsequent to inconceivable to maintain up.
You’ll begin to get an increasing number of advanced campaigns, and following by with everybody on a regular basis is inconceivable.
High entrepreneurs appear to do that actual factor. How?
Their secret is e mail automation.
It routinely sends out emails that you simply schedule prematurely.
By scheduling a set of emails to ship prematurely, you may stop “going darkish” for any size of time.
Oftentimes, corporations plan out a sequence of emails—starting from just a few days to some months—that routinely ship, warming up anybody who indicators up to your checklist.
That approach, once you do have to announce a brand new product or sale, you may rely on the truth that they’re paying consideration.
Because you’ve constructed up a relationship over a number of weeks or months, you’re a lot much less prone to annoy your readers.
Electronic mail Advertising and marketing Step 3: Analytics and Segmentation
Now that you simply perceive the fundamentals behind an efficient e mail marketing campaign, let’s discuss tips on how to take issues to the following degree.
Particularly, utilizing segmentation and analytics to refine your broadcasts and generate even higher outcomes than a primary marketing campaign.
How To Perceive Electronic mail Analytics
We’ve talked earlier than in regards to the significance of analytics in internet copy, and e mail isn’t any completely different.
Each e mail service supplier I’ve ever labored with offers complimentary analytics.
Although they’re all vital, the three most vital are open charge, click-through charge, and unsubscribes. Let’s break down each and see what there may be to study from it.
First, your open charge explains how many individuals open your emails. It’s based mostly on a single invisible monitoring pixel that hundreds when somebody clicks in your message.
When taking a look at open charges, it’ll normally inform you how effectively you’ve constructed your relationship with readers. Ideally, persons are excited to learn your emails and open them shortly.
In case your open charge is low, it normally means you will have plenty of unengaged subscribers. You might want to work more durable on offering worth and managing expectations. Listed here are a few recommendations on elevating your open charge.
Subsequent, your click-through charge, or CTR, exhibits how many individuals clicked on a hyperlink (if any) in your e mail.
In case your CTR is low, it implies that your message is both not focused sufficient, or just not getting by. On this case, concentrate on bettering your copy.
Lastly, your unsubscribe charge tells you the way many individuals have clicked the “unsubscribe” button on the backside of your e mail.
In case your unsubscribe charge is excessive in relation to your opt-in charge, then you definately’ve handed the purpose of constructing worth and writing good copy… you’ve acquired some severe work to do.
Basically you’ve constructed a sieve and those who enroll finally go away. If that is you, attempt to study when persons are leaving and take motion based mostly on these leaks.
In the event that they’re leaving after a sure automated e mail, then re-work it. In the event that they’re leaving after advertising and marketing messages, then re-work the way in which you current affords.
In the event that they’re leaving early on in your e mail funnel, then it is advisable repair your unique name to motion in order that it’s in concord with what you’re sending.
Electronic mail analytics are vital as a result of, if you happen to’re paying consideration, they’ll provide you with very particular clues as to what you’re doing incorrect.
In fact, the important thing right here is “paying consideration.”
How To Section Your Electronic mail Advertising and marketing Checklist
Should you’re unfamiliar with the time period, e mail segmentation is the follow of splitting up your e mail checklist into extra focused teams.
Listed here are just a few methods to phase a bigger checklist:
- buyer checklist (compared to leads who haven’t purchased)
- publication subscribers
- day by day e mail checklist (compared to weekly, bi-weekly, month-to-month, and many others)
- demographics, comparable to age, location, or job title
- pursuits, comparable to advertising and marketing or gross sales subjects
Identical to focusing on in paid advertisements, dividing your checklist provides you the flexibility to ship extra focused communications.
For instance, some prospects need each product and gross sales updates, whereas others may solely wish to hear about new variations. Gross sales staff leads may wish to hear a few new gross sales function however not a brand new advertising and marketing software.
Plus, you may ship particular emails to consumers thanking them for his or her buy, like this e mail from Chrome Industries thanking folks for making a purchase order.
With segmentation, you may ship a broadcast solely to those who didn’t open your final message (ask them why), or to those who confirmed curiosity (a second pitch).
As you may see, segmentation isn’t rocket science, however it’s work, which is why most don’t take the time to do it proper.
Should you do, you’ll instantly separate your self from the pack.
How A lot Is Your Electronic mail Checklist Price?
Your e mail checklist is one among your most dear assets, and if you happen to learn to deal with it proper, it’ll pay for itself many instances over.
Over time, you can begin monitoring how a lot cash folks in your checklist spend on common. This can inform you how a lot your checklist is price.
If a listing of 10,000 folks normally spends $50,000 on a marketing campaign, and also you run two of these campaigns annually, you can common it out and say that every subscriber is price $10 a yr.
While you do the maths like that, it’s straightforward to see how dropping a number of hundred subscribers could possibly be harmful to your backside line.
Electronic mail Advertising and marketing FAQs
What are the advantages of e mail advertising and marketing?
Electronic mail advertising and marketing might help companies attain a wider viewers, drive gross sales, recuperate deserted carts, and additional develop your relationship together with your viewers.
How do I construct an e mail checklist?
You possibly can provide a downloadable asset, host a giveaway, or present a free e mail course.
What e mail advertising and marketing rules are there?
CAN-SPAM and GDPR (for Europe) require you to guard consumer’s privateness and keep away from sending emails to bought lists.
What’s e mail automation?
Electronic mail automation lets you create advanced e mail campaigns that ship emails based mostly on actions, comparable to when a subscriber provides an merchandise to their cart or downloads an asset.
How do I phase my e mail checklist?
Use your e mail software to separate subscribers based mostly on demographics, pursuits, or prospects versus non-customers. Then, ship personalized messages to every phase.
Electronic mail Advertising and marketing Conclusion
Should you’ve been ignoring e mail advertising and marketing, it’s time to reevaluate your technique.
Electronic mail advertising and marketing delivers large returns for entrepreneurs prepared to learn to do it proper. It doesn’t must be too difficult.
First, bear in mind you’re a visitor within the inboxes of your subscribers. Your emails are all the time only one click on away from dropping their curiosity perpetually. Be well mannered, respectful, and ship worth.
As you get began, you’ll have to ask permission. In fact, it’s the suitable factor to do. Within the period of recent knowledge protections, just like the EU’s GDPR, it’s additionally a authorized requirement.
You’ll wish to observe by with the guarantees you make. Present folks with what they’ve requested for and e mail frequently to line up with their expectations.
There’s no method for boosting e mail automation. It’s all about what works finest for you and your organization’s voice and magnificence.
Lastly, you may transfer on to e mail segmentation and analytics when you’ve mastered the fundamentals. Begin sending separate sorts of emails to completely different teams of individuals so you may ship extra helpful emails.
What e mail advertising and marketing practices maintain your readers engaged?
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