Increase engagement
When you send to your entire list or multiple segments, it does not necessarily mean you'll generate revenue from your campaigns. It's important to track how your audience engages with your content. Take the following steps to effectively engage with your audience over time.
1. Review audience engagement reports
Use the engagement report for list and segmentsto capture data that shows you exactly how your audience engages with your content. This can help you create more targeted segments and send relevant content that shows your customers you care about them.
For example, you can analyze how engaged subscribers are based on how long they've been in your account or a general breakdown of engagement across your list or segment.
If your engagement report indicates a lack of engagement, you can:
- Create more targeted segments with additional segment conditions.
- Adjust your campaign strategy.
2. Send to highly engaged subscribers
As a fundamental rule of marketing, you should send to engaged subscribers. In particular, most inbox providers (like Gmail and Yahoo) track how recipients interact with your emails, focusing on things like:
- How many emails bounce?
- How many emails are opened and clicked?
- How many recipients mark your email as spam?
If you send to an unengaged list or segment (i.e., those who haven't opened an email in over 3-6 months), inbox providers will start placing your emails in spam for all recipients. Instead, vary your sending cadence throughout the year. There are segments you can send to multiple times a year and others once a month.
Beantown sends messages about 4 times a month, and primarily targets their 90-day engaged segment. Meanwhile, they only communicate twice a year with their main list (i.e., in July for a summer sale and November for Black Friday/Cyber Monday). You can follow a similar cadence to vary how often you communicate with each group.
Learn how to create your own robust yearly sending schedule across segments.
3. Create message frequency segments
Now ask yourself: Should I email subscribers daily?
There's a thin line between communicating effectively and overwhelming subscribers. Most only receive campaigns from your brand, but also from many other businesses. Even if you send campaigns that customers love, it's important to plan how often you send and to what segments.
To start, determine the goal of your campaign and the marketing channel you'll use (e.g., email, text message, or push). Then, use this graph to identify the best segment and send frequency for your campaign. For more information, read how to create specific email frequency segments.