An email newsletter is a great launching pad for customer interaction because there are so many ways to get customers actively engaged with its content. From the home page to each article page, be sure to capitalize on the many opportunities an email newsletter gives you and your customers to quickly and easily interact with one another.

To boost customer interaction from an email newsletter’s main page or “home page” include numerous buttons or icons:

• Offer a free white paper download
• Connect to your company’s social media pages, which are terrific platforms for additional interaction
• Link to your company’s contact page or direct email addresses to contacts within your company

As you drive people to article pages for more newsletter content, be sure to promote engagement on these pages with these tips:

• Make content relevant, timely and valuable to readers to pique their interest
• Including strong, explicit calls to action within each article (i.e., tell readers how to learn more or respond to an offer)

Also, throughout your newsletter, overtly reward those readers who engage with your content. Try a few different formats:

• Special offers such as discounts or free trials exclusively for newsletter subscribers
• No-cost, high-value, information that is relevant to your readers’ businesses — for example, a free analysis, consultation or sample data

Give readers something worthwhile as an incentive for responding to a link or call to action within your email newsletter.

Make it obvious throughout your newsletter that readers are invited to engage with your company — and then make sure it is easy for them to do so. This will enhance your relationship with readers while at the same time advancing them through your sales funnel.