Digest...

By using these more sophisticated measures to review your emails you will be able to zero in on which aspects of your emails aren’t working and so improve engagement.

1. Engagement with creative. Let’s start with the obvious short-term engagement with an email communication. This is where it’s common to measure opens and clicks. A good technique here is to combine these measures to look at Click-to-open rate usually abbreviated to CTOR %.

2. Longer-term engagement of subscribers. Although it’s useful to review open and clickthrough rates, this doesn’t really tell us how engaged our audience is with our communications over a long-time period.  To assess long-term engagement, you should measure all subscriber actions which denotes engagement, such as an open, click, download, social share or comment or purchase over a defined longer time period such as a quarter, six months or a year.

3. Lifecycle engagement. The longer-term engagement I have talked about will depend on engagement at each stage of the customer lifecycle.  A tip we advise here is to target your audience with dynamic content to feature specific categories or products that interest has been shown on by previous clicks on emails or by categories on a website.

4. Profile or demographic segment engagement. As you develop conversations through the customer lifecycle, you will naturally find that your content and offers appeal more to some customer segments than others. To find out how, you should report on engagement or response among different demographic groups of recipients.

5. Behaviour or category or product engagement. Although you will get useful insights on which demographics are viewing or clicking on your emails to help make them more customer-centred, it’s arguably even more important to see which types of propositions or offers that your audience are most interested in.

6. Technology or platform engagement. Remember that you can also segment by different platforms to see which your emails are most effective experiences on in a similar way in which to which we use web analytics.

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