The title may sound like we are talking about marriage advice, but far from it! We are talking about customer engagement and a different kind of relationship. Email marketers know that the subscribers and contacts who open emails are valuable assets and, therefore, must be treated with special attention. The idea is to find the ‘right ones’ first and then engage these customers with quality content. Let’s look at a step by step guide to re-targeting customers who engage with your emails with the help of Mumara! We won’t just tell you what to do. By the time you are done reading you could enable customer engagement automation!
Positive and Negative Engagement
The engagement we get on our emails can be of two types, and both types of engagement are useful for email marketers! Seems hard to believe? We will explain how.
Positive engagements include subscriptions, opening emails, clicking on included links, and similar customer behavior. These actions let us know the customers are interested and that they want to hear more.
Negative engagements are the opposite. Actions like unsubscribing and reporting spam are called negative engagement. Negative engagement may seem discouraging, but that just means you can steer clear of these people while sending emails. You are just making sure that you are not hurting your ‘sender reputation‘.
This way both engagements help us improve the group of contacts we email.
Using Statistics to Monitor Email Tracking Metrics
One helpful action you can take using Mumara is to find out how many people open your emails. This is visible on the Dashboard itself and you can find them in “Statistics” > “Broadcast Stats” or “Statistics” > “Trigger Stats”.
The contacts who open your emails are the ones who engage positively, and these contacts need to be reached out to again, with specialized content. Similarly, if you have added links in your emails and some of your contacts seem to be interested in them, these stats let you know which links the customers are most interested in. This statistic is called the “click-through rate” and the stat regarding email opens is simply called the “open rate”.
Statistics are going to help you judge things like who to send emails to and what time is the best to send emails to people. The statistics can also point you towards using a particular campaign that worked better or a domain that clients responded more to.
Creating Segments to Re-Target Contacts Who Have Opened Your Emails
Mumara doesn’t just give you information on who your best performing contacts are. We are all about convenience through our brilliant automation. The different types of clients you have, belong to their own category. Mumara lets you create “Segments” on the basis of certain characteristics of the clients. Here are some of the basic options for creating segments from your existing contacts.
Like we said before, it is good to send emails to those contacts who engage positively. The first thing you can do is create a segment for clients who open your emails. To do this, go to the “Lists” option in the main menu and from there open the “Segments” option. You can add a new segment by using the green button saying “+Add New”.
Set a name for your segment and select the “Based on Statistics” box. After pressing next, you want to set up the segment in a way that people who open your emails are sorted into this segment.
To restrict the segment to just your emails, select “Our Broadcasts” in Broadcast Type, and next, select “Any Broadcast”. The criteria you will choose to create this segment will be “Has opened the broadcast”. You can make your segment more targeted by using additional options such as country, state, city, and even browsers, operating software!
Picking the Right Time
Mumara understands that people have a routine which is their natural behavior. There is also a regular time they read their email, or regularly order items online for example. The segmenting option can help you select contacts according to the time they opened your email. For example, if a few people opened your email on Sunday, you can make a segment, especially for this group.
This feature is quite flexible and you can change it according to your specifications. You can select a period during which customers were opening emails (such as the duration of a sale) or after a certain date (for example after the launch of a new product or service).
Sending an email at the right time can make a real difference in your open rates. Time itself is an important demographic in the email marketing strategy. And targeting your contacts this way will surely lead to more positive engagement and tangible success through email marketing!
Tell Them What They Want to Hear
Oftentimes, we hear this advice, but in email marketing, this has a whole other meaning. If the customers are opening certain types of content (like articles about your product/service) then you can create a segment to cater to these people separately. Keep sending them similar emails with the assurance that this segment is eager to read such emails from you!
Mumara offers exactly this action as well. While creating a segment, you can choose the “Selected broadcasts” option and choose which emails are receiving good feedback. By selecting this, you will be creating a separate segment of people who have opened a specific campaign.
If you like, you can mix the options such as the timing of the open and multiple broadcasts as well as other filters on your contacts. By using multiple options, Mumara helps you create a carefully selected and refined segment of customers who are avid readers of your emails and you have the right information about them to keep them wanting more!
Based on the various types of people you want to target, you can create multiple segments to improve your email tracking metrics and to make your email marketing campaigns more productive and profitable for your business.
The Work Does Itself.
Achieve Customer Engagement Automation!
Yes, we have created Mumara Campaigns+ in such a way that the work really does do itself! Mumara has skillfully made “Triggers” which are automated responses to an event. This makes the work easy for email marketers as you just have to set up one trigger on an event of your choice. Following this, every time that event occurs, the trigger will execute the appointed action.
How does this help you target the clients who have given positive engagements? Creating segments was only half the magic in re-engaging interested clients. The really fascinating part is setting up triggers for certain segments. Let’s take a look at how we can set up triggers.
Setting up Triggers
You can find “Triggers” under the “Actions” heading in the Menu. From “Actions”, we select “Trigger” and then we choose the “Add New” option on the next page.
You can set the Status to be “Active” or “Inactive” based on when you want this trigger to start working. After setting an appropriate name to identify your trigger, you choose the “Event Criteria” as “Contact is added to a Segment”. You can select all segments you want to apply this trigger to or add a new segment from here, and continue.
The first option, “When to Execute Threads”, is how frequently you want this trigger to work. The trigger waits for the time you have set before performing the action you have specified.
Next we select the action we want this trigger to perform. If we want to send another email to the customers who have opened our email, we set the “Action to Perform” to “Send a broadcast”. Next we can select the broadcast and have all options regarding the broadcast which we usually get while setting up a broadcast.
Once you hit the “Submit” button, your trigger will select the segment of people who opened your emails from the segments you specified. As soon as it recognizes these segments, all contacts who are in this segment will get the broadcast you selected.
According to the frequency of the trigger you determined, Mumara will keep checking in the background if any new contacts have opened your email. When a new client opens your email, Mumara will add them to the segment you previously created, and the trigger will send them the broadcast you have selected automatically!
Keeping Your Friends Close and Your Enemies… Suppressed
Before we move forward, let’s revisit the little lesson about positive and negative engagements. Up till now we have seen how we use triggers to build up positive engagement. The added benefit of triggers is that they can also be used to drive down negative engagement.
One of the most common actions a trigger can be used for is to add people who are engaging negatively to the “Suppression List”. This action is even better than removing the contacts because it ensures that the email ID will not be added to any campaigns in the future.
For this reason, you can set up both types of segments and triggers. So that the emails keep flowing to the interested clients and the uninterested clients are undisturbed!
What Are the Right Words?
While making it easy to keep up the contact with your customers is important, knowing what to include in these emails is also crucial. Here are some good ideas on content building that you can include in your regular emails!
One of the simplest and most productive ways to keep customers engaged is by sending information to the customers. Or in other words, this does not always have to be a promotion of your product or service. Sometimes, health tips or new researches are appreciated by clients. If the information is related to your product, customers will want to buy your product or service themselves!
Another cool way of grabbing the attention of your customers is by including personalized messages. Email marketers possess a lot of data on their loyal customers. Sending a thoughtfully constructed message including information about the first purchase they made, or any special moments which they contacted your services for are looked upon fondly by customers and go a long way in building relationships between the brand and the clients. It can mean a lot to customers if you show them you care!
Finally, the safest way to re-interact with customers is to give them suggestions based on their recent purchases. This can be very helpful for clients as they might be in the process for product hunting and your reminders may bring your attention towards the items that they want. So this is a polite and reliable way of getting more business from your existing customers.
There you have it, folks! The complete guide to effectively re-targeting the customers who engage positively with your brand. See how easy Mumara makes it for you? Not only that, you now know how to tailor the automation services of Mumara in a manner that suits you best. Try it out for yourself and see the growth in your email marketing campaigns!