Email engagement refers to how much recipients interact with your emails. It includes:
- Open Rates: How many people open your email.
- Click-Through Rates (CTR): How many people click on links in your email.
- Conversion Rates: How many people take an action, like making a purchase, after clicking a link.
- Bounce Rates: How many emails fail to reach recipients.
- Unsubscribe Rates: How many people opt out of your emails.
- Reply Rates: How many people reply to your email.
- Forwarding/Social Sharing: How many people share your email with others.
High email engagement means your content is interesting and valuable to your audience, leading to better results for your campaigns.
Engagement-based email marketing
According to HubSpot, email engagement is “the measurement of interactions your emails receive”. Engagement-based email marketing is when we take these interactions into consideration, analyze them to understand what works, and develop specific engagement-based strategies to improve our email marketing efforts.
Thalox solves two main pain points that many marketers struggle: segmenting their database and getting higher engagement rates. It uses AI together with years of marketing expertise to solve it.
thalox offers segmentation based on past email engagement, and divides your contacts into three groups: high engagers, dormant potential, and inactive or indecisive. These segments are based on all historical data activity that your database holds. thalox extracts the data and runs a Machine Learning Model on it to predict your contacts future behavior.
Having insights into the data and the contact's future behavior, especially when you have thousands or millions of touch points, it’s only possible with AI. Each contact gets a Thalox Engagement Score (TES) assigned, which translates to the probability of clicking in your next email marketing, and therefore, engaging. These segments can be easily pushed into HubSpot as contacts lists, where you then can create engagement-based campaigns, tailoring your emails based on the engagement level of each contact.
Another benefit of thalox's results is that you can clean your database by identifying inactive contacts. You can then analyze these contacts and decide whether to remove them or invest in re-engagement campaigns. This allows you to tailor campaigns to each audience and start delivering better leads to sales.
