Your database as the key to engagement


When thinking about engagement with an e-mail the first thing that comes to mind is the e-mail itself. How it is designed and laid out, and is the content interesting to the user.

But the real power to engagement lies in the database. It is when the content is relevant to the specific recipient that curiosity is triggered and engagement raised.

How can you achieve this relevancy for your user? By segmenting your database to make sure each recipient only receives content of interest to her or him.

The worst you can do is just blast out general information to the entire database without specific relevance. Make sure you send information to users who want to receive it.

Therefore, split your database into segments. You can use language, geo-location, gender, past purchase history and more as criteria to build segments.

Once you have created these segments send campaigns that you think are relevant to these specific groups of recipients. Closely monitor your results and the level of engagement of your users with your e-mail, mainly reflected in key-metrics such as open and click rate.

Successful building segments of a database begins with the sign-up. Your users should know right from the start what they sign up for. What always helps is to offer links or previews of past newsletters that you sent out, so recipients know what to expect.

Also, the more information you are able to gather in the sign-up form the easier it is later to build segments based on the acquired information. Here you will have to find a good balance between making it easy and quick to fill out the form to not shy potential new subscribers away and asking for as much information as possible for you to build your segments.

Don’t have much information in your database?

If you don’t have any information so far except the e-mail address and you can still use segmentation to improve engagement with my e-mails. The key is to learn from your users past behavior. When and how did they open- and or click for example. That way you can build a segment of only active users. Sending to this segment will surely get you higher engagement rates. The same goes with the inactive users. You can build a segment for them and try to re-engage them by providing specific offers, discounts or other incentives. (The ones that remain inactive are best left in the inactive segment). These steps will improve the quality of your database and add real value to it as you gain useful information about your readers and customers.

Any questions or comments? Feel free to get in touch via Twitter: @mailer_bob