Email engagement is a key buzzword when it comes to content and marketing strategies in recent years. This is because emailers are still deemed quite effective in terms of drawing the attention of prospects and helping them learn more about the business and receive timely updates.
Introduction about email engagement
Engagement for an email is basically the measurement of how other people are interacting with the email that you just sent them. For instance, this could cover the fact whether they opened your email at all, whether they read the content, clicked on any link or followed any CTA (call to action).
Proper mail engagement metrics go a long way towards helping you tailor your future emailers as per what clients basically want.
What are the email engagement metrics?
There are several email engagement metrics that you should be aware about in this regard. The Email Open Rate is one of the most basic metrics in this regard. This is the first thing that any email marketing professional will view, i.e. the number of prospects out there who have opened the email. The analytics tool that you use will either classify this as unique email opens or total opens for the email. The former indicates that these are all different people who have opened the email and the same user opening the email multiple times is not being tracked.
This is not the only way you can conduct email tracking and see whether an email has been successful or not. You should also check the number of people who are instantly deleting your email or marking it spam. If this is quite a large number, then the reason could be that your email is being dispatched by your ISP (internet service provider) to the spam folders directly. You should redo your text in the pre-header section and tweak the message in the email. Most analytics tools will offer statistics on skim, read or delete/glance. This will help you measure the time spent by subscribers on viewing your email upon opening it. If the skim ratio is higher, you may want to move the CTA (call to action) or vital details higher up in the email copy.
You can also use another metric, namely the number of times a link has been clicked by people who open the email. The unique clicks and total clicks will also be measured. A few tools could also come with heat maps for helping track clicks while enabling a better understanding of which links are popular amongst subscribers in your emails.
Measuring beyond the email
Email engagement is a many-layered aspect; the success of the email is not only measured through metrics although they make up the most vital component. Sometimes, a campaign is meant to draw a higher number of subscribers to any particular website where they can readily engage with the product or brand in question. Post analysis of the read, click and opens benchmarks, you should check the analytics for your site to view the number of subscribers coming to your website as a result of your campaign.
Check how long they are remaining back on the site and also the user percentage that left immediately after seeing a page (bounce rate). Based on the campaign targets, you should also check the conversion volumes generated by the email marketing campaign. If you see several subscribers leaving your website immediately after landing on it, check and tweak the email content being linked to the site accordingly. The CTA may need reworking as well. Tracking engagement may require a little time and effort but it is totally worth it for building successful campaigns going forward and deriving better ROI (returns on investment).
Email engagement examples
While there is innumerable email engagement examples worth following, here’s looking at one that really struck a chord with subscribers. This successful campaign was formulated by the leading brand Crocs which is one footwear major everybody is familiar with, across the world. They came up with a simple and compelling copy that completely humanized their brand and made them easier to identify with as well. They also managed to convince and persuade more subscribers to remain with the brand.
They also had a little message at the bottom regarding their donations of shoes via Crocs Cares which built a major personal connect with customers. If you’re wondering what the message was, it talked of how the brand had not lately heard from the customer although it would love to. As part of its make up a theme, Crocs offered $10 off on every $50 purchase and wanted customers to enter a particular code while checking out. The link for shopping was also given neatly below.
The sterling message thereafter talked of how customers not clicking on the email would be removed from the list. The brand called this a break-up and also emphasized on using the words Sniff Sniff to humanize its sadness at losing a subscriber. This memorable email campaign is a lesson in how to draw customers with a personal touch while communicating your core message skillfully.
Lead generation ways that can augment your marketing efforts
While email marketing and other marketing campaigns are a precursor to generating higher sales figures, lead generation becomes easier with a solution like LeadX. Here, you can incentivize employees and partners in the organization to post warm leads through recognition and rewards. Thereafter, these leads are easily tracked on a single platform and handed over seamlessly to the sales team for conversions and taking things forward.
Everybody is empowered to post leads and deals are readily tracked for progress (real-time) along with being closed together as a team. This automatically does away with any sales silos while ensuring high-quality leads for the sales team to activate. LeadX is a great option for any business which is looking to create a sustainable sales process while filtering out cold or unproductive leads from the very beginning itself.