Clients are entirely demanding on where they misuse their valuable time and consideration. So envision how extraordinary it is whether you are the just a single in your industry that gets that consideration and can expand engagement with your gathering of people over your rivals.
Filtering of messages is nothing new, people have done this manually for years. But through the changes in the marketing landscape (mobile, social, search, the inbox) more is filtered out as noise while the effect of truly outstanding marketing messages is multiplied.
Behaviour shows which interesting, desired, messages receive more attention. The smart marketer responds to that and makes sure his messages are genuinely more interesting and stimulate action.
This is good news for marketers who already know how to captivate an audience. They will increasingly rise above the mediocre email marketing of others, also in results. One advantage of a highly measurable channel such as email, is that you see the progress reflected in opens, clicks, shares, and let’s not forget the ultimate engagement.
Read More : Email Marketing Tips For Marketers
Email marketing messages should, following this rationale, not only be optimized for direct conversions but also for engagement. Engagement can be split in emotional engagement (Feelings, emotions and brand affection) and behavioural engagement (Action; What is done now and decided for future actions).
Active recipients show behavioural engagement with your messages (open, read, click , etc ). As far as measurements go, this is always seen as positive activity. The activity is taken as a sign that the messages are interesting. They provoke action and will at least result in a higher level top-of-mind. Every active touch could represent a step on the road to conversion.
Inboxes and their filters are now so powerful that they not only filter unwanted (spam) messages, but also know how to sort incoming email into categories and deprioritize uninteresting messages. They will even suggest you to unsubscribe or create a filter for them if you (or others) are not showing enough email marketing engagement. Anything to enhance the user experience and reduce every hint of ‘information overload’.