One key metric marketers often use to measure success of email campaigns is open rate. The way email marketers measure success using open rates could change with Apple’s announced iOS 15 privacy improvements.
ActiveCampaign sees Apple’s iOS 15 updates as a positive change for customer experience because engagement shouldn’t only be measured by email opens.
Email opens may show that customers were interested enough in the subject line to click, but is the content relevant to them? Are they taking action on your emails? Are your emails leading to business growth?
Email open rate is not an indicator of true customer engagement. What should you consider as the iOS 15 rollout gets closer, and what steps can you take now?
Why customer engagement shouldn’t be measured by email opens
At ActiveCampaign, we’ve never believed engagement should be limited (or measured) by email opens and clicks. Understanding your customers goes beyond email — customers also expect a connected and cohesive experience across SMS, landing pages, social, and more.
That’s why we’ve developed engagement scoring automation recipes. Keep reading to learn about 10 that you can start using today, so you can feel confident that you can measure and act on cross-channel data that measures true customer engagement.
10 Engagement Automation Recipes to measure engagement across channels
1. Email: Add Points for Campaign Link Clicks
It’s better to measure email engagement by link clicks than by email opens.
Campaign clicks (or a lack of clicks) can show which of your list subscribers are frequently engaged, and who are still receiving your emails but maybe only glancing at them. This automation uses lead scoring to keep track of email engagement for campaign link clicks — and it’s so easy you won’t even notice the work.
2. Forms: Add Lead Scoring Points to Contact from Form Submission
Forms collect helpful contact info, but they also collect ways to improve engagement with your contacts.
Submitting a form is a type of contact behavior. And contact behaviors give you so much insight into how to best communicate with contacts and help guide them to becoming customers. This automation applies lead scoring points when a contact submits a form to show how far along they are in the customer conversion process.
3. Website: Contact Scoring for Site Visits
Site tracking lets you see what products and information your contacts are most interested in.
This automation uses site tracking and lead scoring to track and rate website visitors, so you know how engaged your contacts are with certain product pages. Once you know that, you can follow up with targeted messaging or offers to convert more customers.
4. Blog: Track Who Reads Your Blog
Do you know how to track your blog traffic? Who are your blog readers? Do you want to see the last time your contacts were on your blog?
Tools like Google Analytics give you blog visitor tracking insights — this automation recipe goes a step beyond to monitor blog engagement and record the last time your email subscribers were on your blog.
5. Ecommerce integration: Product Category Interest Tagging
How do you turn a customer into a repeat customer? Send them relevant, automated campaigns. When a contact gets emails they want, they are more likely to stay engaged.
You can do this by using tags to segment your customers in order to send them the right campaigns that will keep them engaged. This automation adds product category tags to a contact on your email list when they make a purchase from your Shopify, WooCommerce, or BigCommerce store.
6. Ecommerce integration: Loyal Customer Tagging Based on Purchases
80% of your future profits will come from 20% of your existing customers. Loyal customers are crucial to your business’s success.
This automation tracks a threshold set by you for loyal customers and tags contacts accordingly once they meet this threshold. The contact is then sent an email thanking them for their continued support and letting them know any benefits they can expect as a loyal customer.
7. Charity: Track Last Donation Date
Customers are choosing businesses that look to give back more and more. Why would you need to track the last time a contact donated?
Having this date allows you to do a number of helpful things, such as thanking them for their donation, run reports on who gave during a certain time frame, and targeting future campaigns to them.
8. Highly Engaged Tagging
A highly engaged contact doesn’t only indicate the contacts who have helped make your business successful and what it is today, but this group is typically the first to give a positive review, testimonial, opt into your new programs, and want to be part of your story. Once you’ve identified this group, tag them so you can send messaging and offers directly to them.
This automation is triggered when the contact’s engagement score exceeds your specified threshold. The contact then has a “Highly engaged” tag added.
9. Low Engagement Tagging
Identifying contacts that aren’t engaged is a great first step in improving their customer experience. You can prevent churn and a contact losing interest by finding out why the contact hasn’t been engaging and start winning the contact back.
This automation is triggered when a contact’s engagement score falls below a specified threshold. The contact then has a “low engagement” tag added.
10. Highly Engaged Tagging: Tag Removal During Normal Engagement
We know what high engagement and low engagement can mean for contacts, but what about normal engagement?
For these contacts, you just need to market to them normally. You don’t want to invite every contact to special programs nor do you want to try winning back contacts who are still engaging on a regular basis. This automation is triggered when a contact’s score is within your specified range of normal engagement.