Some Keys to Spark Email Customer Engagement Metrics

Email communication is still one of the best ways for brands to promote customer engagement. But, sometimes brands need to use certain standards in this key customer loyalty process.

Customer Communications Group, a full-service loyalty and marketing agency, shared the top three email re-engagement tactics to revive email metrics — and win back customer interest.

Marketers using email must:

Accurately define inactives based on their business and available metrics.

Possess solid deliverability stats.

Maintain a stellar sender reputation.

At that point, according to Customer Communications Group, it’s time to implement a re-engagement campaign:

1. Leverage Data and Analytics
No matter what the communication, success hinges on targeting. Marketers can leverage third-party data such as demographics; behavioral and transactional data; and advanced analytics to predict subscribers’ potential value or identify look-alikes – often pushing re-engagement rates up from the typical 1% to 2% to as high as 8% to 10% for top segments.

2. Change Frequency
Too often, marketers simply decrease frequency when customers show signs of disengagement. Instead, try staggering the frequency. Instead, mix up the volume and cadence. A simple change in routine can help communications break through the clutter, so that inactive subscribers pay more attention to your email, thus increasing opens and clicks.

3. Channel Surf
While email remains a powerhouse for many brands, more and more consumers are interacting with brands via multiple channels. Reactivation efforts may have more success reaching out through:

Direct Mail: More costly, but targeting high-potential subscribers and leveraging email reactivation campaigns, it can result in a positive ROI.

Facebook: Uploading a list of inactives using Facebook’s custom audiences feature lets marketers target them with a focused reactivation message. Leveraging re-engagement ads can also push responders deeper into sites or apps through deep links to drive their engagement.

“Inactive subscribers can account for 50% to 60% of a large email database,” said Sandra Gudat, president & CEO of Customer Communications Group. “These three steps can spark those email metrics and re-engage customers right away. But first, learn the mandatory rules.”

Even if these efforts yield positive results, the key to long-term digital campaign success is testing, continued measuring, analyzing, and refining to keep metrics where a brand wants them to retain customers.

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