The growth of a substantial email list doesn't just happen; it takes time, energy and money. But all that effort goes to waste if your campaigns don't continually engage hard-won subscribers. A focus on creating engaging copy not only helps subscribers stay interested in what you have to say, "it also helps in the deliverability of your message," notes Kestrel Lemen in a post at the Bronto blog.

To keep your subscribers "opening, reading, clicking through and converting" consider Lemen's advice like this:

Tell them what to expect. Use registration pages and confirmation messages to provide an overview of your program. That way, subscribers will understand how the email you send—whether discounts, newsletters or helpful tips—fits into the larger framework of engagement.

Fulfill the expectations you set. "If you said you were going to send bi-weekly messages, have that system set in place and make sure you stick to it," says Lemen. "If you said you would send a b-day discount then you need to send one." No one feels very engaged when anticipated engagement doesn't happen.

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