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Use engagement for the segmentation of contact lists : MARKETING

Commitment is the holy grail of your email marketing communication. This article will help you to focus on the most popular engagement riders. And a cool brand new GetResponse feature will help you improve your email marketing results.

What is engagement in email marketing?

Engagement is one of the most important measures in e-mail marketing. With commitment in this context is meant that our contacts actively open and click on the links in our emails. It makes sense to pursue engagement as a key indicator. When people open the links in your emails and click on them, it probably means they can find your emails relevant – interesting and useful.

If you'd like to find out what your email's opening or clickthrough rate is, or to see how your email marketing and automation campaigns are working against others in your industry, check out our regularly updated email alerts. marketing benchmarks.

What is driving the email 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 recommend focusing on the following three areas:

  1. Relevance: Do your contacts find your emails valuable? Why should people subscribe to your email marketing communication?
  2. CTA: Do your contacts know what you expect from them? Do you plan any e-mail with a clear call to action?
  3. Frequency: are you aiming to send the right amount of information? Are you in the balance between not too little and not too much?
Clear call to action in an e-mail.

A fragment of an e-mail from the School of Calisthenics with a clear call to action.

Consider your email marketing program from these three angles and you are well on your way to engaging in marketing communications.

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 towards 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 example from Movement – a fashion e-commerce brand:

an email with segmentation.

Depending on the behavioral data (clicks), you can set contact category preferences and create segments accordingly. You can automatically identify and group active contacts, for example: B. interested in ladies watches or men's jewelry.

To segment an email list by engagement

There are different 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 detects and rates the activity of your contacts based on their interactions with your emails. This feature is called Engagement Score. Based on real-time data, we assign contacts to a specific engagement level and choose from a 5-step scale:

  • Not engaged – not at all interested in the content sent
  • In danger
  • Neutral
  • Busy, engaged
  • Very dedicated – actively respond to news, open it and click on the links.

The Engagement Score is displayed as a bar below the icon Browse contacts Tab, in the column with your contact names:

Search contacts in getresponse, engagement score display.

With this 5-step scale, you can create engagement-based segments.

What can you do with contact segments based on engagement?

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 to 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.
  • In danger: Ask her for feedback. You may want to change something in your email marketing program.
  • Neutral: Find out what makes them click. Maybe you could make your communication even more personal.
  • Busy, engaged: Find out why your e-mail communication is so popular with these people.
  • Very committed: Some of these people are your best customers and lawyers. Think about how you could reward them (and do not forget to ask them for recommendations).
Competition for the most dedicated e-mail contacts.

Holding a competition among the most dedicated contacts can be a nice way to say thank you.

If you want to know how to reactivate your contacts, here is a step-by-step guide.

What are the benefits of engagement-based segmentation?

Tracking commitment and engagement-based contact segmentation offers many benefits. Here are three advantages that I find particularly remarkable:

1. Higher 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?

Building hypotheses and running A / B tests to prove these hypotheses 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 primary goal is to increase member engagement through relevant content. With a high-volume contact list, even small details can have a big impact on overall performance.

Submission Technology's agile email marketing team conducts A / B testing to ensure the best possible 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 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 commitment score is and how you can use it.

If you do not already have a GetResponse account, you can now start your free trial and try out all the cool features.

Good luck increasing the engagement score!

Use engagement for the segmentation of contact lists.

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