Email clients are increasingly sensitive about which messages successfully land in the inbox. Because of this trend, proactively monitoring your contact engagement levels has become essential for email marketers.
The engagement management techniques we’ll discuss can have a massive impact on your deliverability and sender reputation. You should be routinely cleaning your lists to ensure that they remain healthy and contain actively engaged contacts. This will not only improve your open rates, but will reduce spam complaints, bounces, and unsubscribes ensuring that your messages have the best chance of reaching the inbox.
Why bother with engagement management?:
- Proactively re-engage with contacts before they unsubscribe
- Identify highly engaged contacts to move them through your sales cycle faster
- Purge your lists— inactive contacts do not help your marketing efforts
- Protect and improve your deliverability
You can implement a fuss-free engagement management method by taking advantage of the two-part “Engagement Tagging” automations and Re-engagement campaign automation recipes available in the Create a New Automation modal in the Automations section of the platform.
You can edit these templates to fit your business needs, or simply turn them on and let them get to work for you. Once activated, the automations will begin to automatically tag your contacts as Engaged, Disengaged, or Inactive. This will allow you to easily identify where your contacts are in the engagement cycle, giving you the opportunity to target your top contacts, win back less engaged contacts, and remove inactive contacts from your list.
Part 1 – Engagement Tagging:
This automation acts as a timer and is triggered by the Part 2 Automation. It adds and removes tags as contacts move through a series of wait steps which amount to roughly 60 days. The tags can be used for analytics, segmentation, list hygiene, and triggering other automations.
The automation adds and removes engagement tags as follows:
- Add Tag -Engaged
- Add Tag – Recent Activity
- Remove Tag – Disengaged
- Remove Tag – Inactive
- *Wait for 7 days
- Remove Tag – Recent Activity
- *Wait for 21 days
- Add tag – Disengaged
- Remove tag – Engaged
- *Wait for 30 days
- Add tag – Inactive
- Remove tag – Disengaged
- End Automation
Part 2 – Engagement Tagging:
This automation uses multiple start triggers to watch for interaction with your content. When a contact performs any of the triggering actions they will enter the Part 2 automation. It will then immediately pull the contact out of the Part 1 automation and then re-enter them at the top of Part 1 to begin the tagging sequence again.
Your Part 2 start triggers should be the main activities you want to track. You will need to determine what activities represent an engaged contact in relevance to your audience, business, and customer lifecycle.
The recipe is set up with the following three start triggers, but you can add as many triggers as you desire.
- Contact reads an email
- Contact clicks link in an email
- Contact visits website domain (requires Site Tracking)
Make sure to activate both Part 1 and Part 2, as the automations will not work individually. Set the Part 2 automation start triggers to Runs Multiple Times. This will ensure that your contacts continue cycling through the automations as they interact with your messages and web content.
How to Use Engagement Tags to Manage Your Lists:
- Create a segment of recently engaged contacts and target them accordingly
- Send fewer emails to contacts that are less engaged to ensure you don’t risk losing them by sending too often
- Start a re-engagement sequence when a contact is not engaging
- Analyze and perfect your process by learning where contacts become disengaged
- Use the bulk editor to move disengaged contacts to an archive list, or delete them all together
Re-engagement Campaign Triggered by “Disengaged” Tag:
This automation is triggered by the “Disengaged” tag that is added near the end of the Part 1 tagging automation. It sends a re-engagement campaign and waits 7 days to see if the contact opens the email. The automation then checks to see if they’ve opened any other campaign, or clicked a link in any other email. If they have had no activity it will remove the contact from your list.
Re-engagement emails must be compelling–
- Make sure the reason why you are sending the email is very clear
- Use personalization tags and conditional content to customize the message
- Make your Call to Action obvious and easy to find
Tips for Re-engagement Email Content:
- Remind subscribers why they signed up
- Tell them what they’ve missed
- Offer exclusive promos that make it hard to say no
- Use humor– a play on emotions, or creative content
- Provide other ways for them to connect (social media, website)
Engagement management is an ongoing process which you should continuously work to perfect. Once you have implemented the tagging automations and designed a compelling re-engagement campaign you should begin to experiment with your methods.
Analyze your engagement cycle regularly and make adjustments to ensure that you are consistently sending high quality communication to contacts that want to hear from you. You may also want to employ some of the other tools in the platform such as split testing, contact scoring, or the engagement management tool to optimize your engagement management efforts.