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Automated Engagement Profile Filters

Another, more advanced, way of profiling your audience is to segment them by engagement levels. David Daniels from Forrester Research spoke to Listrak's audience at the Email Marketing Days conference about the importance of speaking to their engaged subscribers differently and more frequently than their inactive subscribers. Listrak 4.5 features three automated engagement profile filters to help you reach each segment with messages targeted to their specific needs.

These engagement filters are flexible and allow you to sort subscribers by open, read, or click dates. You can segment subscribers based on a specific date, date range, or if the action took place before or after a specific date or range. That way, you continue to reach out to engaged subscribers with relevant messaging while you target inactive subscribers with re-engagement campaigns.

1. Filter by date of last open - The open rate is great way to gauge the activity of your subscribers as it includes everyone who opened, read, or clicked on the message. While it alone cannot determine the success of your campaign, it can measure how engaged your subscribers are. By looking at the open rate, you can tell what topics are the most interesting to each subscriber. For example, if a gourmet food company sent out an email with the subject line "Try our New Hot and Spicy Horseradish Mustard," it's a good indicator that the people who opened that message would also be interested in hearing about other gourmet items with a kick like wasabi peas or jalapeno jelly. Filtering by the open date, you can target the subscribers who opened the message within a week of the horseradish mustard email deployment. Monitoring the messages that subscribers open over a period of time will give you a picture of what items they are most interested in so you can target them with offers specific to their needs.

   

2. Filter by date of last read - Listrak is unique in that it also measures the read rate of each email that has been opened. Emails are counted as read once they've been held open for five seconds or longer. It helps you identify the subscribers who are truly interested in the message and gives you another level of data to help determine how engaged the subscribers are.

   

3. Filter by date of last click - The best measure of email engagement is click rate. If subscribers click on a link in your message it is undisputed proof that they are interested in that topic. Using Listrak's last click filter, you can target subscribers who clicked on a particular message. Or, you can easily build re-engagement campaigns targeting subscribers who haven't clicked on any message within a specific date range. To learn more about re-engagement campaigns, read Listrak's white paper "Inactive Subscribers: Re-Engage or Remove," or watch Listrak's re-engagement webinar.