Engagement Versus Email Marketing
What does the term Engagement have to do with Email Marketing?To marketers, engagement refers to the measure of response and revenue generated. However, mailbox providers now use the term engagement to refer to the amount and type of activity taking place in a subscriber’s inbox.Such things as: messages read and then deleted – messages deleted without being read – messages replied to – the frequency of receiving a message from a source.So what does this mean?Well as a result of this new “Engagement” buzz word, senders who are welcome and helpful to subscribers will be given priority in a subscriber’s inbox or special folders.In other words, email marketing must become more relevant. Sending out batches and batches of similar offers at break neck speed in an email campaign just doesn’t cut it anymore.Email marketing is now all about helping the customer and giving good solid information. Going on and on about yourself and your products is a sure-fire way to get yourself blocked.For senders who have strong subscriber ties and who create a satisfying subscriber experience, engagement is good news. However, if you are a marketer who still clings to the broadcast approach – I have the latest and greatest yada yada yada….engagement will mean a lot less time in front of your subscribers.Your broadcast will actually be seen as unwelcome and spammy.Bottom Line – Forget the BS and the hype. Get back to basics. Service. Service. Service.Excuse me. But can I help you?
