There is a close connection between the performance of your campaign and the quality of the contact list that you address.
The Engagement Reporting is one of our data analysis tools that helps you track and monitor the campaign performance based on the quality of the audience the campaign was sent to.
If you are interested in how to recreate segments representing the cohorts in the Engagement Reporting screen, please check our blog post.
How does it work?
Before sending a campaign, each contact in your contact list is given an engagement status. Engagement status is based on the following:
- How long the contact has been in your contact list.
- When they have clicked a link recently in one of your email campaigns.
Emarsys uses link clicks instead of opens to avoid issues with privacy opens and mobile device opens.
Engagement reporting data is recalculated on a daily basis, once per day, only. It means, if you launch a campaign today, engagement reporting data will be calculated the next day.
Engagement report categorizes your contacts and splits into groups. Your campaign results are grouped by the engagement status, showing you:
- How your email send volume is split between your most-to-least active contacts.
- How your campaign results (opens, clicks and revenue) are split across these groups.
The explanation for the logic of the groups is displayed on the top section of the page.
Engagement classification of the deleted contacts is not available, as these contacts have been removed from the database since the campaign was launched.
Interpreting the report
Engagement report helps you identify customers who are not as engaged with your business anymore. We recommend that you target them with different content and apply different strategies.
You might consider using one of our tactics to win back customers that have disengaged with your brand.
- Active: The contact clicked at least one link from any email in the last 3 months.
- Inactive: The contact made the last click 3-9 months ago. Alternatively, the contact made zero clicks and is 3-9 months old.
- Long-Term Inactive: The contact did not click in any email for 9 months or longer. The contact is potentially on the list for years with no activity.
- Never Engaged: The contact has never clicked.
- New Registrations: The contact received the first emails in the last 3 months, but no links were clicked. This suggests a signup validation or content issue.
- Deleted: The contact has since been deleted from your database. Therefore, the engagement classification is not available.
To check the contacts in each classification, click its name. You can save the contacts within the specific classification into a contact list by clicking Save Contact List.
Please note the following about campaigns using Send Time Optimization and A/B testing:
Email campaigns using STO:
- The total send number is shown on the Engagement Reporting screen.
- On the Email Analysis overview page, you can select launches for STO campaigns but cannot see the data for all the launches together (you cannot see the total send number).
A/B versions of an email campaign:
- The total send number is shown on the Email Analysis overview page and the Result Summary screen.
- On the Engagement Reporting screen only the root campaign's send number is displayed. To check each version's analysis, click on the plus sign before the campaign's name on the Email Analysis overview page, as shown in the image below:
How does this benefit me?
You can identify the possible issues with your contact list and resolve it by smarter email sending, targeting the right people at the right time.
Emailing people who have low engagement towards your brand can negatively impact your deliverability score with the ISPs and can genuinely harm your bottom line. Long-term inactive customers might mark you as spam which will further decrease your reputation
According to our research, you can expect not only higher click rate and open rate, but also better revenue numbers, if you target a smaller, but engaged audience.
Good practices, examples
Every marketing program, industry and contact list is different. This is a good place to start, if you have never viewed your data in this way and have not established a frequency and re-engagement strategy yet :
- High frequency daily sends should be focused on active and new contacts.
- Inactive contacts should have a lower send frequency (no more than 1 email per week).
- Long term inactive and never engaged should have the lowest send frequency (no more than 1 email per month).
- When you view your weekly and monthly send volumes, your total active send volume should be higher than your total inactive send volume.
Sending too many emails to inactive contacts is wasteful and may harm your campaign results.
Use the following strategy to achieve specific results:
|To improve open and click rates (%) for a single campaign.||Send to new and active contacts.|
|To improve results from new registrations.||
Longer term – reintroduce inactive contacts carefully: