Commitment is the holy grail of your email marketing communication. This article will help you to focus on the most popular engagement riders. With the all-new GetResponse feature, you can improve your email marketing results.
What is engagement in email marketing?
Engagement is one of the most important metrics in email marketing. With commitment in this context is meant that our contacts actively open and click on the links in our emails. To pursue commitment as the key measure makes sense. When people open the links in your emails and click on them, it probably means that they keep your emails relevant – interesting and useful.
If you'd like to find out what's good for email opening or clickthrough rates, or to see how your email marketing and automation campaigns are working against others in your industry, check out our regularly updated email -mail marketing benchmarks.
What drives e-mail marketing engagement?
There are many factors that contribute to contact engagement. The more time you have, the more you can immerse yourself in details. However, I would recommend focusing on the following three:
Relevance: Do your contacts find your emails valuable? Why should people subscribe to your email marketing communication? CTA: Do your contacts know what to expect from them? Do you plan any e-mail with a clear call to action? Occurence: Want to send the right amount of information? Are you in the balance between not too little and not too much?
What is a segmented email campaign?
The mission of effective email marketers is to send the right email to the right people at the right time. Sending a single email to all contacts on your list will not produce the best business results. With all available marketing technology, this approach is simply not good enough today.
One of the techniques that offer a big leap toward engagement is segmentation . By segmenting a contact list, your contacts are grouped according to their characteristics, needs and preferences.
Through careful segmentation, you can diversify your e-mail marketing communications and send e-mails that are relevant to specific contact groups.
Take a look at the following Movement example – a fashion e-commerce brand:
How to Segment an Email List by Engagement
There are several ways to track the engagement of contacts. If you use a professional e-mail marketing platform, you can add or subtract rating points based on user behavior (such as opening and clicking).
GetResponse automatically identifies and evaluates the activity of your contacts based on their interactions with your emails. This feature is called Engagement Score. Based on real-time data, we drop contacts at a specific engagement level and choose from a 5-step scale:
Not engaged – not at all interested in the content sentAt riskNeutralEngagedHighly committed – actively respond to news, open it and click on the links.
The Engagement Score appears as a bar under the Find Contacts tab in the column with your contact names:
What can you do with engagement-based contact segments?
If you look closely at engagement level, you can find out what's right and wrong with your email marketing. Seek insights and align your communication with the needs and preferences of your contacts.
You can then create emails for each contact group to increase engagement in the most relevant way.
Not engaged : Perform a reactivation campaign. Remove contacts that will not react for a long time to ensure proper contact list hygiene. Endangered: Ask her for feedback. You may want to change something in your email marketing program. Neutral: Find out why they click. Maybe you could make your communication even more personal. Dedicated to: Take a look at why your e-mail communication is so popular with these people. Highly Engaged: Some of these people are your best clients and lawyers. Think about how you could reward them (and do not forget to ask them for testimonials).
What are the benefits of engagement-based segmentation?
Engagement tracking and commitment-based contact segmentation offer many benefits. Here are three advantages that I find particularly remarkable:
1. Greater relevance : Draw conclusions from your engagement. Which content seems to swing more? Which products are the most popular? Can you improve your communication and target your target group?
Creating hypotheses and running A / B tests to prove them is an excellent way to improve the efficiency of your email marketing communications.
Some time ago we created a case study with Submission Technology – one of our clients whose main goal is to increase member engagement through relevant content. With a large contact list, even the smallest details can have a major impact on overall performance.
How Submission Technology's agile email marketing team conducts A / B testing to ensure the best possible performance and deliverability.
2. More Commitment and Loyalty : Getting the right messages to the right people is a win-win approach. Your contacts are more likely to open your emails and follow the CTAs. They are also more likely to stay on your email list longer. These factors directly affect the business results.
3. Better Deliverability : The engagement ratio affects your email deliverability. In other words, when your contacts are opened and click on the links in your messages, it means your content is appealing and valuable. In this case, your e-mails will have no problems reaching the Inbox.
Try the engagement rating yourself
I'm sure after reading this article, you'll know exactly what you need to do to track and use your email marketing. If you're a GetResponse customer, here's a link that explains what a Engagement Score is and how you can use it.
If you do not already have a GetResponse account, you can now start a free trial and try out all the cool features.
Good luck increasing the engagement score!