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How to Use Engagement Curves in Email Marketing

2 December 2021
by James Skellington

In the business landscape, recipients who are engaged and convert following a piece of content is the ultimate marker of success. And the driver of these comms? Marketers.

Our industry professionals play a crucial role in the success of email automation by, to oversimplify, spotting key opportunities and acting upon crucial cues to create messaging that’s genuinely welcomed and able to be interacted with accordingly.

The primary goal of any kind of content production is to attract the ‘right’ people to your brand. And it’s up to you, as a savvy marketer, to work towards converting the initial inquisitive consumers into brand advocates who are obsessed with what you have to offer, maximising your returns through high engagement and value contribution.

But before you can build – and retain – a reliable network of ‘power users’ to drive your digital comms towards a conversion-rich result each time, it’s important that you understand how and why they’re there in the first place. Welcome to the world of engagement curves….

How Can I Effectively Measure Customer and Prospect Engagement?

When we understand the consumer’s interaction journey with your business, we can work on curating a series of appropriate methods to encourage them further along the desired path of engagement.

And while many people argue that content is subjective – primarily because of the time it can take and how it’s based on ideas and creativity – our Force24 specialists have developed a rich and nuanced user engagement curve to demonstrate the opposite.

Because time is relative from business to business, engagement curves allow marketers to establish a timeline relevant to their own operations and map the graph to different cohorts and activities, providing an analysis into the performance of a certain brand feature or user action.

Incorporating extensive consumer behaviour data with state-of-the-art artificial intelligence and machine learning techniques, the team considered a variety of consumer profiles to categorise behaviours into models for:

  • Low value consumer ecommerce

  • High value consumer non-ecommerce

  • High value B2B contract sales

  • Low value B2B product/service sales

Although everyone makes different choices and is influenced by various things, data suggests that we act in an eerily similar way when it comes to consumption and buying habits. Trends throughout the models demonstrate a rapid growth of engagement followed by a sudden dip, which is attributed to the inclination to research before going ahead with a purchase.

Such data – drawn from a savvy market automation tool – provides an excellent starting point in understanding where to tweak your content marketing strategy and respond positively to each individual’s of-the-moment interests.

What if my Consumer Analysis Doesn’t Match the Engagement Curve?

Maintaining engagement is difficult. But we’re no stranger to a bit of hard graft – and you shouldn’t be either!

As a marketer, it is important to remember that your job is not necessarily to alter or affect the engagement curve, but to utilise it to map a route to engage those ‘power users’ that will drive your content – and your brand forward.

It might seem daunting to wrap your head around at first, but by taking full advantage of engagement curves this can significantly benefit your business by providing several avenues of analysis to assess user engagement and creating scope into the specifics of your content strategy.

The engagement curve can, for example, be based on activity – such as link sharing – rather than just email opens and website log-ins. So, how can you understand which elements of your content strategy are responsible for your shift in performance if you move the entire thing at once?

The beauty of the engagement curve is that it shows heterogeneity among your recipients so that you can make a more informed decision on how to use that data. And by homing in on specific user actions and relevant timeframes, your own engagement curve can demonstrate exactly what’s working with your email marketing strategies and what’s not.

Leveraging internet of things (IoT) technology, marketers gain a competitive edge with the hyper-personalisation promoted through the use of engagement curves by ensuring that recipients actually want to receive the messages and tailoring the discussion to their individual tastes.

After all, the last thing you want to do is treat your recipients as a faceless statistic – because you care more than that about their responses. Make sure you effectively analyse your interactions and build the crucial trust that’s required in today’s marketing climate.

Learn more about how to use engagement curves by downloading The Ultimate Guide to Marketing Automation for free today.

And don’t just leave the talking to us – fire your marketing automation questions to our experts in a no obligation demo of Force24. Call: 0845 272 5990 or email: info@force24.co.uk

Photo of James Skellington
James Skellington
Field Sales Manager

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