Customers are careful about where they spend their valuable time and attention. So, imagine how great it is if you are the only one in your industry that does get that attention and can increase engagement with your audience over your competitors.
Inboxes and their filters have advanced to the point where they can not only filter unwanted (spam) messages but also classify incoming emails into categories and deprioritize messages that are uninteresting.
Following this logic, email marketing messages should be optimized not just for direct conversions but also for engagement. Emotional engagement (feelings, emotions, and brand affection) and behavioral engagement are two types of engagement (Action; What is done now and decided for future actions).
Active recipients respond to your communications by behaving in a certain way (open, read, click, etc.). This is always viewed as a positive action in terms of measures. In order to encourage prospects to become loyal customers and increase brand income, you must engage your email subscribers.
Measuring Email Engagement Metrics.
Your email deliverability, which determines whether your emails will really appear in subscribers’ inboxes, is also influenced by your email marketing engagement. To measure email engagement, Internet service providers (ISPs) — such as Gmail, Yahoo, Comcast, AOL, and Outlook.com — use custom algorithms.
The following are some of the major email engagement metrics used in those ISP algorithms. And we newsletters.lk/ also use these key performance indicators (KPIs) to let you know whether or not your emails are successfully engaging subscribers:
Positive Engagement Metrics:
- Email Open Rate – What does the open rate of your email indicate? Keep in mind that your email will only be counted as opened if the images are downloaded by your subscribers who have their images automatically turned off
- Clicks – Number of subscribers who click links in your emails
- This Is Not Spam Data – When subscribers indicate that they want to receive your emails by clicking the “This Is Not Spam” link
- Saving emails to folders – This involves moving an email from the inbox to a primary folder.
Negative Email-Marketing Engagement Metrics:
- Unsubscribe rate – The number of subscribers who click the Unsubscribe button on your emails
- Spam rate – The number of subscribers who mark your emails as spam
- Delete without opening – The number of subscribers who instantly and repeatedly delete your emails before opening them.
What Is Reach in Marketing?
Email reach rate is another metric that can also be used to measure email marketing engagement. In terms of email, marketing reach refers to the total number of people exposed to an email during a given period of time.
Open reach is similar to the email open rate; however, what’s different is that the number of emails opened is measured over a period of time.
For example, the open reach would be the number of customers who opened at least one email during the first quarter of the year. So, when optimizing your marketing reach, your goal would be to get at least one email open per customer versus the highest number of emails open per email sent.
Tips for Encouraging Email Engagement
How do you drive email marketing engagement in your campaigns? newsletters.lk/ use these 6 tips and it will be a great way to start:
- Convey value in your subject lines
If subscribers are trashing your emails before opening them, it means that they’re looking at the subject line (combined with the sender address) and determining that the email content is not relevant to their needs. So, be sure your subject line conveys the value of the content in your email message. Get in touch with https://blog.smarteworks.com for further details.
- Personalize your content and offers
If your open rates start out high with new subscribers and fall precipitously, your email content and offers are not meeting their expectations.
When emailing customers, personalization is one of the most important ways to keep subscribers opening and engaging with your emails. This can include using your customers’ names in the subject line and email message, as well as creating content that targets individual preferences (e.g., product recommendations based on previous purchases).
- Segment your email lists
In addition to using the subscriber’s name, segmenting your email list based on such factors as demographics, geographics, purchase history, and website browsing behavior can help maximize the relevance of your email content and offers for each subscriber. For email segmentation best practices can help boost your email marketing engagement and drive more revenue.
- Create calls to action that convert
The calls to action in your emails are the entrance to your sales funnel. Are they easy to find? Do they welcome and draw in your prospects and customers? Does the text motivate a click? We use some awesome and powerful CTA tricks.
- Optimize for mobile
If you’re not using responsive design to optimize your emails for mobile, then your subscriber engagement metrics are likely suffering.
- Automate your emails
Marketing automation combines strategy and software to help you create more relevant and personalized email campaigns. A/B testing, personalization, and dynamic content are just a few examples of automation features that can be used to help boost email engagement.
Find out more here about why automation is an effective tool for managing email communications based on subscriber engagement, as well as how to use automation to streamline your email campaigns.
AUTHOR -Buddira Edirisooriya
