Engaged Recipients Can Be Your Biggest Fans!
For you marketers and business owners out there, the sound of this word alone should be enough to get you excited. Engagement, in its simplest form is a rating or score given to an individual record based on their historic activity (or lack there of) relating to the e-mails you have sent them. This can be specific to an individual e-mail send, a campaign, or over a period of time.
The absolute beauty of this is that once you understand and trust your engagement scale…you are able to target your e-mail marketing at an entirely different level. Why would you communicate with an account that opens, clicks, and forwards your e-mails on a regular basis the same as one that has never even opened a single e-mail?....I can’t imagine why you would either.
Scott Cramer | Sales & Business Development
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