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.
How does it work?
Engagement status
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 groups
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 logic of the groups is displayed on the top section of the page.
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.
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 contacts
In the Engagement report you can see the active contacts who have clicked at least one of your emails in the last 3 months.
Inactive, never engaged contacts
The other classifications give you a breakdown of the less active contacts, showing how long time has passed since their last click, or even, if they have never engaged with your emails.
When you apply these insights to your sending strategy, these results help show, if your targeting and sending frequency is correct.
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:
| Desired outcome | Strategy |
|---|---|
| To improve open and click rates (%) for a single campaign. |
Send to new and active contacts. |
|
To improve results from new registrations. |
Check email validation and sign-up journey from website and other registration sources.Create a welcome email campaign.Validate new registrations if they remain inactive after your welcome campaign. |
|
Improve deliverability (emails not being delivered, or emails being sent to the junk folder, or low response rate for one domain). |
Short term:
Longer term – reintroduce inactive contacts carefully:
|