In the same fashion we started Module 2, there are a few things I want to bring up and use to lay a solid foundation:
1) Is there Engagement in email
I don’t remember using the “E” word in marketing or business before social media. All of a sudden, engagement became a thing.
What I find very strange, is the fact that we usually mention engagement a lot when we talk about social platforms like Facebook or Twitter (and 2 or 3 folks on Google+). We look at how many likes and comments we got on a post and are eager to respond to them.
But if you think about it, “Engagement” and “Email” are two words you rarely find in the same sentence.
What is engagement in email?
Just like on Facebook, engagement involves all the possible actions taken towards a message you’ve sent.
- An open
- a click
- a reply
Since we discussed how to get your emails opened in the previous module, we’ll focus on how to get people to take action inside your email.
2) The Goal?
One of the things I don’t understand is that many people see engagement as a goal. They want to engage people, and they measure that. They high five when a Facebook post gets 350 likes and 47 comments.
Or worry when nobody likes their post.
And yet, I’ve never received a check based on likes and comments.
Engagement is only the goal at this stage, but never the end-goal.
3) Biggest mistake in email marketing
The biggest mistake in email, by far, is to think of it as a broadcasting tool.
Email is a communication platform, a two-way street.
Like engagement on social networks, but with a couple of differences:
We’ll keep it simple.
I want you to look at past campaigns and see what percentage of people engaged.
This could be a survey you ran, but in most cases, it will be clicks.
So, look at the CTR of the previous 10 campaigns, get an average and come back to this lesson to share that number with me.