Engagement is the holy grail of your email marketing communication. This article will help you focus on the most popular motivators. And a brand new GetResponse feature will help you improve your email marketing results.
What is commitment in email marketing?
Engagement is one of the most critical parameters of email marketing. By engaging in this context, we hear if our contacts are actively opening and clicking on the links contained in our emails. Tracking commitment as a key measure makes sense. When people open and click on the links of your emails, it probably means that they find your emails relevant – interesting and useful.
If you want to know what is the opening rate or the click rate of a correct email or want to know how your e-mail marketing and automation campaigns get compare to those of your sector, you will find below our benchmarks Email Marketing regularly updated.
What motivates e-mail marketing engagement?
Many factors contribute to the contact engagement. The more time you have, the more you can delve into the details. However, I would recommend that you focus on the following three:
Relevance: Do your contacts find your valuable emails? Why should people subscribe to your email communication?
CTA: Do your contacts know what you expect from them? Do you plan each email with a clear call to action?
Frequency: Do you want to send the right amount of information? Are you in the right zone between not too little and not too much?
Look at your email marketing program from these three angles and you'll be well on your way to engaging in attractive marketing communications.
What is a segmented e-mail campaign?
The mission of effective email marketers is to send the right emails to the right people at the right time. Sending a single email to all contacts on your list does not bring the best business results. Today, with all the marketing technology available, this approach is simply not enough.
One of the techniques offering a considerable leap in engagement is segmentation . The segmentation of a contact list groups your contacts according to their characteristics, their needs and their preferences.
Careful segmentation allows you to diversify your e-mail marketing and send e-mails to specific groups of contacts.
Take a look at the following example of Movement – a fashion electronic trademark:
Based on behavioral data (clicks), you can determine contact category preferences and create segments accordingly. You can automatically identify and group active contacts, for example interested in women's watches or men's jewelery.
How to segment an email list according to a commitment
There are several ways to track the engagement of contacts. If you use a professional email marketing platform, you can add or subtract scoring points based on the user's behavior (for example, clicks and openings).
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 establish contacts at a certain level of engagement, choosing from a 5-step scale:
Not engaged – not interested in the content sent
Very committed – actively responds to messages, opens them and clicks on links.
The engagement score will be displayed as a bar under the Search Contacts tab in the column with the name of your contacts:
You can use this 5-step scale to create engagement-based segments.
What can you do with contact segments based on engagement?
Looking closely at the level of engagement, you will discover what is right and what is wrong with your email marketing. Look for ideas and align your communication with the needs and preferences of your contacts.
You can then create emails for each group of contacts to increase their engagement in the most relevant way possible.
Not committed : launches a reactivation campaign. Delete contacts that do not respond for a long time in order to maintain proper hygiene of the contact list.
In danger: Ask them for their opinion. They might like to change something in your email marketing program.
Neutral: Discover what makes them slam. Perhaps you could further customize your communication.
Engaged: Discover why your e-mail communication has so much resonance with these people.
Very committed: 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).
If you want to learn how to reactivate your contacts, here is a step by step guide.
What are the benefits of engagement segmentation?
Tracking contact segmentation and contact segmentation has many advantages. Here are three advantages that I find particularly remarkable:
1. More relevant : Draw the conclusions of your commitment. What content seems to resonate more? What are the most popular products? Is there anything you can do to improve your communication and target your audience more specifically?
Making assumptions and running A / B tests to prove them is a great way to improve the effectiveness of your email marketing communication.
Some time ago, we created a case study with Submission Technology, one of our clients, whose main objective is to increase members' engagement through relevant content. With a large contact list, even minute details can have a huge impact on overall performance.
This is how the agile email marketing team at Bid Technology performs A / B testing to maintain optimal performance and deliverability.
2. Increased commitment and loyalty : Sending the right messages to the right people is a win-win approach. Your contacts are more likely to open your emails and follow CTAs. They are also more likely to stay longer on your mailing list. These factors translate directly into commercial results.
3. Improved Deliverability : the engagement rate affects the deliverability of your e-mail. In other words, if your contacts open up and click on the links in your posts, it means that they find your content appealing and valuable. In this case, your emails will have no problem getting to the inbox.
Try to mark the commitment yourself
I'm sure after reading this article, you know exactly what to do to track and use engagement in your email marketing. If you are a GetResponse customer, here is a link that explains what the engagement score is and how you can use it.
If you do not have a GetResponse account yet, you can start your free trial now and try all the cool features.
Good luck to increase the score of commitment!