What is engagement in email marketing? Lifecycle Engagement: the data from the study Lifecycle Engagement Best Practices Conclusion Engagement tells you how interested contacts in your database are in your messages. Find out how the user lifecycle evolves in terms of engagement and how you can keep your contacts active longer. This is the second chapter of the new MailUp Data series. In the first article, we talked about sending emails, their timing and their impact on recipients. Now let's focus on user behavior and how the degree of user involvement fluctuates in the database from subscription to unsubscription. What is engagement in email marketing? In email marketing, engagement measures how and to what extent contacts in a database interact with the email campaigns they receive. A high level of engagement translates into high rates of email opens and link clicks.
This is a good prerequisite for optimal conversion rates. By analyzing the engagement of your contacts, you can either ensure that the content you send is relevant and engaging to your audience, or learn that something is wrong with your strategy. Maybe your subject lines aren't relevant to the content of your email or its structure isn't that appealing. The engagement ladder Essentially, engagement tells you how interested the contacts on your mailing list are in your posts . You can draw useful conclusions from this analysis, and thus make your email campaigns more efficient while retaining your contacts. Contacts in an email marketing database belong to one Image Masking Service of the following 4 levels of engagement: very active active not so active inactive Cluster-to-cluster shifts can be measured using a monthly calendar for two reasons: to draw conclusions about overall database engagement, and to divide your contacts into different groups to reach with Differentiated email marketers that leverage different stimuli. Lifecycle Engagement: the data from the study All contacts in the database have a limited lifespan , from the moment of subscription to unsubscription.
It is both interesting and super useful to evaluate the lifecycle of contacts in terms of engagement and to know the behavior of users when they are in the database. We conducted a quantitative and qualitative analysis of user behavior throughout their lifetime within a database. After analyzing the sample and defining its homogeneity, we measured the engagement rate and its variations over time depending on the number of communications received. Level of engagement over time First, we analyzed variations in the engagement level of each recipient's subscription to their respective mailing list. The graph clearly details that an initial increase in engagement (from the starting point of the timeline, i.e. subscription) is followed by a more substantial and obvious drop in interest for communications from users. In fact, we see the value of the median decreasing and then stabilizing over the following months. What does it mean? This means that the first months of subscription are decisive for the loyalty of the customers of the contacts acquired . In just a few months, a missing or completely absent engagement strategy can convert a new user into an inactive, and likely unrecoverable, user.