This approach is very useful for determining the “quality” of our registration database at a given time. From the point of view of marketing efforts, these will have to focus on achieving high levels of engagement for the largest number of users in the database. In this context, two key questions arise:
What are the appropriate indicators in email marketing that reflect engagement levels?
What actions can we take to improve them?
Measuring engagement
Measuring the level of engagement of our users in a neutral way is not an easy task, since we will always end up establishing a criterion arbitrarily. An alternative consists of establishing three levels of engagement based on the user’s behavior in relation to the campaigns on the one hand, and taking into account a criterion of recency on the other.
High engagement
They regularly open and click on email campaigns and recently
Post-click goals of email campaigns have been recently achieved (conversions, downloads, registration)
They have shared the content of the email on social networks
Brand followers on social media
Low Engagement
They open and click more irregularly
They have lower than average conversion rates
They do not share the content of the email on social networks
No engagement
In the last year they have not opened any campaign
There have been no recent transactions
If we work with an Email Marketing platform, it is likely that it includes its own system for “scoring” or scoring the level of engagement of users . These systems are based on algorithms that thailand business email list automatically collect data at the level of interaction with each campaign, conversions, and the registration and update dates of users.
Source: Mailchimp
Once we have the users in our database classified according to their engagement levels, we can design and execute specific campaigns for each one . A simple way to start is to set a goal for each profile or group.
High Engagement
Objective: retain users and maintain their engagement levels
Tactic: reward their behavior by offering them something of value only to them (discount, gift, experience...)
Low Engagement
Objective: to get 10% of these users to behave like high engagement users within 6 months
Tactic: Communicate more personalized content and test different subject lines and offers and incorporate the knowledge gained into future campaigns.
Without engagement
Objective: to achieve that 10% of these users, within 6 months, behave like low engagement users.
