Using Engagement for Contact List Segmentation

Engagement is the holy grail of your email marketing
communication. This article will help you focus on the most popular
engagement drivers. And, a cool brand new GetResponse feature will
help you improve your email marketing results.

 

What is engagement in email marketing?

Engagement is one of the most critical metrics in email
marketing. By engagement in this context, we mean if our contacts
actively open and click the links in our emails. Following
engagement as a key metric makes sense. When people open and click
the links in your emails, it probably means that they find your
emails relevant – interesting and useful.

If you want to find out what’s a good email open or
click-through rate or check how your email marketing and automation
campaigns stack up against others in your industry, here are our
regularly updated .

 

What drives email marketing engagement?

There are a lot of factors contributing to contact engagement.
The more time you have, the more you can dive into details.
However, I’d recommend focusing on the following three:

  1. Relevance: do your contacts find your emails
    valuable? Why should people subscribe to your email marketing
    communication?
  2. CTA: do your contacts know what you expect
    them to do? Do you plan each email with a clear call to action in
    mind?
  3. Frequency: do you aim at sending the right
    amount of information? Are you in the sweet spot between not too
    few and not too many?

 

clear call to action in an email.

A fragment of an email from School of Calisthenics with a clear
call to action.

 

Look at your email marketing program from these three angles,
and you’ll be on track towards an engaging marketing
communication.

 

What is a segmented email campaign?

The mission of effective email marketers is to send the right
emails to the right people at the right time. Sending one email
blast to all the contacts on your list doesn’t bring the best
business results. Today, with all the marketing technology
available, this approach is simply not good enough.

One of the techniques that offer a huge leap towards engagement
is segmentation. Segmenting a contact list is
grouping your contacts based on their characteristics, needs, and
preferences.

Careful segmentation allows you to diversify your email
marketing communication and send emails relevant to particular
groups of contacts.

Take a look at the following example from Movement – a fashion
ecommerce brand:

 

an email using segmentation.

 

Depending on the behavioral data (clicks), you can determine
contact category preferences and create segments accordingly. You
can automatically identify and group contacts who are active, e.g.,
interested in women’s watches or men’s jewelry.

 

How to segment an email list based on engagement

There are several ways to track contacts’ engagement. If you
use a professional email marketing platform, you can add or
subtract scoring points based on user behavior (e.g., opens and
clicks).

GetResponse automatically identifies and scores the activity of
your contacts based on their interactions with your emails. This
feature is called Engagement Score. Based on real-time data, we put
contacts on a certain Engagement Level, choosing from a 5-step
scale:

  • Not engaged – not interested in the sent content at all
  • At risk
  • Neutral
  • Engaged
  • Highly engaged – actively reacting to messages, opening them,
    and clicking the links.

The Engagement Score will be displayed in the form of a bar
under the Search contacts tab, in the column with
your contacts names:

 

search contacts in getresponse, engagement score display.

 

You can use this 5-step scale to create engagement-based
segments.

 

What can you do with contact segments based on engagement?

Looking closely at the engagement level allows you to find out
what’s right and what’s wrong about your email marketing. Dig
for insights, and align your communication with your contacts’
needs and preferences.

You can then create emails for each contact group to increase
their engagement in a way that will be the most relevant.

  • Not engaged: run a reactivation campaign.
    Remove contacts that don’t respond for a long time in order to
    maintain a proper contact list hygiene.
  • At risk: ask them for feedback. Maybe they’d
    like to change something in your email marketing program.
  • Neutral: find out what makes them click. Maybe
    you could personalize your communication even more.
  • Engaged: check out why your email
    communication resonates with these people so much.
  • Highly engaged: some of these folks are your
    best customers and advocates. Think of how you could reward them
    (and don’t forget to ask them for testimonials).

 

competition for the most engaged email contacts.

Running a competition among the most-engaged contacts can be a
nice form of saying thanks.

 

If you want to learn how to reactivate your contacts, here’s a

step-by-step guide
.

 

What are the benefits of engagement-based segmentation?

There are many benefits of tracking engagement and
engagement-based contact segmentation. Here are three benefits that
I find particularly noteworthy:

 

1. Greater relevancy: draw conclusions from
your engagement. What content seems to resonate more? What products
are the most popular? Is there anything you can do to improve your
communication and target your audience more precisely?

Making hypotheses and running A/B tests to prove them is a great
way to improve the efficiency of your email marketing
communication.

 

A while ago, we created a case study with Submission Technology
– one of our customers, whose primary goal is to increase member
engagement through relevant content. With a high-volume contact
list, even tiny details might have a huge impact on the overall
performance.


Here’s how Submission Technology’s agile email marketing team
runs A/B tests to maintain top performance and
deliverability
.

 

2. Increased engagement and loyalty: sending
the right messages to the right people is a win-win approach. Your
contacts are more likely to open your emails and follow the CTAs.
They’re also more likely to stay longer on your email list. These
factors directly translate into business results.

 

3. Better deliverability: the engagement ratio
impacts your email deliverability. In other words, if your contacts
open and click the links in your messages, it means that they find
your content engaging and valuable. In such case, your emails
won’t have problems reaching the inbox.

 

Try out the engagement score yourself

I’m sure that after reading this article, you know exactly
what to do to track and use engagement in your email marketing. If
you are a GetResponse customer, here’s a link explaining what
engagement score is and how you can use it
.

If you don’t have a GetResponse account yet, you can start your free
trial now
and try out all the cool features.

Good luck with increasing the engagement-score!

 

Using Engagement for Contact List Segmentation.

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Engagement for Contact List Segmentation
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Using Engagement for Contact List Segmentation