Engagement: The Most Important Marketing Metric

Well-known author and marketing guru Seth Godin once said, “Marketing is a contest for people’s attention.”  This rings true for advertising, email marketing, digital and every other aspect of marketing.  We gain people’s attention for email marketing through engagement.  We work with our clients on email marketing to improve engagement with their email lists.  The most important ways to improve engagement are permission, subscription and segmentation.

Permission Permission means you have the right to email and engage with the contact.  They have either opted in to your email list, done business with you or requested to receive your email.  Without permission, you are just a stranger knocking on their inbox’s door.

Subscription In marketing we get caught up with what message we want to convey.  We often forget what message our audience wants to hear.  If we ask our audience to subscribe to the types of emails they want to receive, they are more likely to interact with the email.

Segmentation Matching your message to your audience is key.  First, you should segment your list by product, job title, location or any other qualifier.  We then can use these qualifiers to personalize the email message to the targeted list.

When you use the above tools, you can see an increase in open and click-through rates.  By implementing these email marketing concepts, we have helped our clients increase their open rates from as low as 7% to 50% or more.  TopLine Results assists clients with marketing automation tools like Constant Contact, Act! emarketing, ClickDimensions and Pardot.  If you would like to learn more about engaging your audience, please contact us to set up a call at 800-880-1960 or info@toplineresults.com.

About the Author
Jackie Brajner is our lead consultant for marketing integration with CRM. With more than eight years of CRM experience, Jackie specializes in email marketing integration, campaign tracking and lead management. Jackie also coordinates TopLine Results corporate marketing and inside sales efforts.

Jackie's certifications include: Silver Certified Microsoft partner, Microsoft Certified Professional, Registered Salesforce partner, ClickDimensions Certified Professional, Pardot partner and Constant Contact partner.