Second, we analyzed the variation in the level of engagement as a function not of time, but of the number of communications received. In the following graph, the horizontal axis of the following graph does not represent time intervals. Rather, it shows the individual emails (m01, etc.) that each user has received during their lifecycle. The sample median clearly and gradually decreases until it stabilizes at the 14th message, showing that almost half of the entire database becomes “inactive”. On the other hand, the 3rd quartile, which corresponds to the most active 25% of the cluster, follows the 18th message thanks to relatively high scores (14-13). chart-lifecycle-sending frequency Focusing on the frequency of sending highlights its importance in determining whether a contact is engaged or not: the greater the distance between one message and another, the more recipients are disengaged. Contact mobility in engagement levels Finally, from one level of engagement to another,
we analyzed the transitions that users make during their contact life and to what extent these transitions transform the composition of the database over time. Indeed, databases are characterized by a certain mobility of contacts at different levels of commitment . This means that a contact, during its lifecycle, can go from an initial level of "active" to "inactive" and then back to "active" if properly re-engaged. The graph below shows the results of the study, clearly indicating how a static database is only apparent. The contacts move under the surface. They E-Commerce Photo Editing Service continually change the weights and results of an email campaign based on their reaction to our communications. It is therefore essential to take into account the different levels of engagement of the recipients when defining the targeted mailing. transitions graph-lifecycle-users Study results This lifecycle engagement analysis allowed us to find dynamics that, if harnessed, can help improve the results of an email marketing strategy.
Acting on the life cycle of a contact means ensuring that their involvement remains high for longer. Here are some key findings from this study: the first months of subscription are decisive for the retention of the contact : a faulty or absent engagement strategy can lead to the conversion of a new user into an inactive user in just a few months with an impact on the deliverability and the reputation of the customer. 'sender the frequency of sending has a direct relationship with engagement: a higher frequency in communications by mail contrasts with the physiological decline of interest of the public; on the other hand, the more time that elapses between one message and the next, the greater the number of disengaged recipients the database only seems static : contacts move beneath the surface where the weights and results of an email campaign continually change based on how they respond to our communications there is a continuous lag between “inactive”, “less active” and “active” contacts : the mobility of users belonging to these categories is very high and subject to the stimuli generated by new communications and reactivation campaigns .