Measuring Email Subscriber Engagement
How do you know if your email list likes the emails you send? Do they think you send them too often or perhaps not often enough? Finding the right topics and the right frequency are tough. Review these four factors in your own campaigns to measure subscriber engagement.
Four factors that indicate email subscriber engagement:
- Email Open Rate: Whether you send a million emails a month or 10, the percentage of people who open your email is directly related to your audience’s engagement. The higher the open rate percentage, the more engaged your subscribers are. This means you are providing value, information, coupons, etc. they want. If your open rate is low or varies from email-to-email, make a list of the email topics sent and rank them highest to lowest by open rate. From there, you can determine which topics have a better response rate and create similar content for upcoming campaigns.
2. Lateral Scroll Rate: If your emails are long, the user must scroll down to read or scan through the email. This metric is what Internet Service Providers use to determine if people are engaging with your email. If your emails are short, sweet and to the point, don’t worry, there is no penalty if scrolling is not required.
3. Hard and Soft Bounce Rate: Emails that are rejected fall into one of two categories—hard bounces or soft bounces. Briteverify.com is a company that can run your email list through their software and tell you which addresses have delivery problems.
- Hard Bounce – indicates a permanent reason the email cannot be delivered. Typically, this is because the recipients email address does not exist, the domain name does not exist or the recipients email server has completely blocked deliverability.
- Soft Bounce – indicates a temporary delivery issue such as mailbox is full, recipient’s email server is down or the email is too large.
4. Unsubscribe and Complaint Rate: Did you know that an unengaged email subscriber is nine times more likely to mark you as spam when compared to an engaged subscriber? Monitoring your unsubscribe and complaint rates are critical. If you see a spike in unsubscribe activity, review the topic of the email and adjust for future campaigns.
Source – www.digitalmarketer.com
