Put simply, email marketing engagement is a measure of how your subscribed contacts interact with your email campaigns. This takes into account their click activity, compares it to how long they’ve been in your audience, meaning you can therefore classify them on an engagement scale.
But don’t worry if that seems daunting, we will walk you through everything you need to know about email marketing engagement and how to use that information to create targeted successful campaigns.
Understanding how engaged consumers are with your email campaigns is important for several reasons such as knowing what marketing techniques are proving to be beneficial, and which are not having the desired effect. Both of these are vital in planning for future campaigns and ensuring they are successful.
However, you can also use email marketing engagement to segment and target contacts in the following ways:
Email engagement metrics are simply pieces of data that tell you who your active contacts are, what emails they enjoy, which links they click on, and so much more. Each piece of data tells you specific bits of information.
The following metrics are those that will help you measure your contacts’ engagement:
This refers to how often your emails are being opened. However, it is crucial to consider the average open rate, which will vary depending on your industry.
This shows the number of clicks on the links in your email from the total number of delivered emails, and like the open rate, this also varies depending on the industry.
This feature helps you monitor the number of clicks on each specific link in your email. It allows you to clearly understand which parts of the content in your email are most engaging for your audience.
This metric indicates the number of unsubscribed users from the total number of delivered emails. The unsubscribe rate is crucial to show email engagement.
Subscribed contacts can fall into 1 of 4 email marketing engagement levels at any given time: new, rarely, sometimes, or often. To determine a contact’s level of engagement, you can compare their activity score to how long they’ve been subscribed. This can be broken down in the following ways:
Engagement level categories are simply a tool for you to use, and how you value each category will depend on what’s typical for you and your business. For example, if your business is seasonal, lower overall engagement with your email marketing may be average for you.
Your subject line determines whether subscribers will open your email. 47% of recipients decide to open your email based on the subject line. At the same time, 69% mark emails as spam only because they don’t like the subject line.
Make your subject line a summary of the email’s content. It should also be short enough to look good on mobile devices since 61% of users read emails from smartphones.
You can go beyond subject line personalisation and send emails with dynamic content, which means that some parts of your message change depending on the recipient’s location, gender, preferences, place in the sales funnel, etc., to fit every contact better.
Make sure you’re sharing relevant, exclusive content that your contacts can’t find anywhere else.
Now you’ve had the importance of email marketing engagement broken down, you can implement it in regard to your own email campaigns! Better email engagement = better business engagement!