Email engagement measures the amount of interaction your subscribers and/or website visitors have with your email campaign. In a tweet by Peppiz Biz, the content marketing institute discovered that 90% of content marketers assert that email engagement is the top metric they track to measure content performance.
E-mail marketing is one of the oldest forms of digital marketing! Many people might think it's a little outdated because of that. Email campaigns are still widely used and, if carried out properly, may have excellent conversion rates. There are now many methods to find an email address for somebody, so email campaigns have high targeting potential and ROI. That is why marketers always seek ways to maximise their profitability by email.
According to a survey conducted by Hubspot, 91% of internet users and consumers use email. This statistic alone shows how powerful it is as a tool for online marketing.
E-mail was almost a military application in its first days with insignificant civil access. It is today the world's leading channel of communication to more than 3.9 billion people. E-mail is so successful because it helps companies reach their customers – their inboxes - where it is important.
Important Metrics to Check on During Email Campaigns
The email engagement highlights the success of your email campaign by monitoring the necessary metrics. These metrics include:
1. Open Rate
Open rate is an email engagement metrics that indicates the amount of opened emails from the whole email sent out in your campaign. To know the number of emails opened from the total number of emails that got delivered to their recipients, the email tracker is used. An example of a good email tracker system is OpenedOrNot, developed by 500apps.
2. Click-Through Rate
Another email engagement metric is the click-through rate. This email engagement metric shows the number of times the links in your email are clicked by the mail recipients. Email trackers enable you to add a UTM tag to every link in your email, and whenever the links are clicked, the email tracking software collects the data, analyzes it, and provides the statistics.
3. Unsubscribe Rate
Unsubscribe rate is another email engagement metric that shows the number of unsubscribed users or recipients that are uninterested in your mail newsletters from the total number of emails sent out. It could be a case of an existing subscriber that pulls out or disable their subscription from your email campaign; this email engagement metric allows you to identify the number of those subscribers that have disabled their subscription and reach out to them on the possible ways to improve your email campaign and integrate them back as your loyal subscriber. Also, an email tracker enables you to assess your unsubscribe rate at ease.
For a business owner, it is essential to use email marketing in your business advertisement and to reach out to your prospects and existing customers. Below are the reasons why you need email engagement for your business:
Why Email Engagement is Important for Your Business?
1. Saves Time
Email engagement helps to save time. When you send emails to a prospect, and they do not open it, some customers may click on it once and close it back, while others may not download the attachment that contains additional details of your product and services. As a business owner, you can be sure that such a prospect is not interested in your pitch. This would save you the time in preparing another mail and sending it to them, or the time you will be waiting for them to reply to your mail.
Also, with the use of an email tracker, you get notified when a prospect opens and is checking your mail; you are therefore aware that they are currently going through your message; you can immediately send a follow-up mail while their attention is still focused on your mail and establish a conversation. This would save the clients and marketers time. Instead of going back and forth on mail, you can strike the partnership while you have their attention.
2. Provides Insight
Email engagement provides a unique insight as to how to draft the content of your mail. Drafting emails for several prospects is not an easy task, especially for marketers that provide several goods and services to numerous recipients.
With an Email tracker such as OpenedOrNot, you are provided with adequate information about your leads. The parent app, 500 apps, has other similar apps such as Finder.io that have been developed to find the email addresses of anybody and also provide their details.
With email tracking software in your email engagement, you automatically get the full details of your prospects, and you can now tailor the content of your mail towards the information at your disposal. It is important to know that people tend to develop interest and give attention to brands that pay attention to details that they can relate to; all you need to do is pay attention to these details that would interest your prospect.
3. Scheduling of Emails
The email tracker used in email engagement enables you to schedule your emails to be sent appropriately. It is important to identify the appropriate time to send an email to a lead to ensure they open and act upon it.
For example, your prospect might be in another geographical location with a different time zone; if you send an email at a particular time, such an individual might be fast asleep. When they wake up, other unsolicited emails might have piled up and covered yours, you can schedule the email to their working hour, and the email tracking software will deliver it at that exact time.
Also, with email trackers that provide information about your potential partners, you can get to know their official working hours and schedule your mail to that time. Some people, once they step out of their office, till the next day before they check their inbox, by then, emails might have piled up, and they won't be able to pay attention to yours. You can therefore schedule your email to be delivered at their working hour, and you rest assured that they will open it immediately.
4. Marketing and Sales Planning
The feedback received through the email tracking software can be used in your marketing and sales planning. Email trackers such as Openedornot give notifications whenever your mail is opened or not. If you notice that several leads do not open an email, you can determine whether that mail has a bad title or the timing is wrong. This would enable you to make an informed decision when next you want to send a similar email.
Also, an Email tracker shows how much time a prospect spends on your email and how many times they opened the mail; this would enable you to plan how to structure your follow-up mail. If such an Email is clicked on several times but does not get acted upon, likely, the recipient still doubts the credibility or authenticity of the advertised products and services even though they have interest in that pitch. Your follow-up mail would place more emphasis on the products and services introduced in the first email.
Also, when you send emails that contain attachments or links that would redirect them to your website or other location, and you are notified that the mail was opened but, they do not click on these links or download the attachments, you can deduce that such prospects have more interest in the main text and do not bother about the content in the extension. Therefore, your follow-up mail would be devoid of attachments, and all details would be in the main body of the email.
5. Follow-Up Scheduling
Email trackers used in email engagement give you a notification on who had opened your mail when it was opened and the number of times it was opened. This way, you get to know who to send a follow-up mail to. Also, you get insights as to how to draft your follow-up mail and the interval for the follow-up mail schedule.
When you have not received a notification that your mail has been delivered or opened, you do not send a follow-up. If you do, the emails keep piling up, and when the prospect sees several emails from the same sender, they may move all to trash or consider it spam.
6. Accurate Measurement and Planning
Email engagement allows you to monitor, measure, and track how your mail is fairing after launching your email campaign. With email tracking software, the business owner or manager can track delivery rates, bounce rates, unsubscribe rates, open rates, and click-through rates.
These metrics give you an informed understanding of how your email campaigns are working, which ones to improve on, and the ones to get rid of. Also, these metrics allow you to measure the success of your campaign.
7. Targeted and Personalized Messaging
Email engagement is important to your business because it allows you to identify how your subscribers and the general public interact with your mail. The email engagement tool is the email tracker. With this email tracking software, you can deduce basic information about your subscribers to tailor your mail content towards what interests your prospects or leads.
In email marketing, your prospects are at different stages of the buying cycle. Some prospects may be in the consideration stage, others may be at the research and comparison stage, while others would be in the ready-to-purchase stage. Creating targeted buyer personas can help you determine what content to produce for each prospect in their buying stage. This can be made easy with the use of mail tracking software.
8. Stronger Customer Relationship
Email engagements help your business to build stronger relationships with your customers. When you identify how your customers interact with your email, you can stay on top of your mail campaign and draft a perfect email. The use of email tracking software enables you to monitor your mail concerning recipient interaction; when a prospect keeps checking your mail immediately after they receive it, you can always send engaging ones to strengthen the relationship.
After a series of mail exchanges between the business and the customer, the bond and relationship get strengthened. When these customers get frequent emails from the digital marketer, the information gap between the customer and the business is breached. The relationship could also go from formal to personal.
According to a report by Statista, In 2020, the number of global e-mail users amounted to four billion and is set to grow to 4.6 billion users in 2025. Also, for every $1 spent on an email campaign, the average expected return on investment is $42.
Until recently, emails were sent, and we moved to other activities; we do not know what happened to it; whether it got delivered to the recipient, whether it was opened or deleted without opening it. Email engagement carried out by the digital marketer, or business owner enables them to know the success rate of their email campaign.
Email tracking software and email tracker are the essential tools for email engagement. They make the processes involved in email engagement as easy and seamless as possible. It is necessary to know that the best email tracking software available in the market is OpenedOrNot. Every business working towards improved productivity should integrate the email tracker into their email engagement.