Comment savoir si vos abonnés à la messagerie sont engagés?

It's better to look at open rates over time than it is for specific sends. Open rate, in my experience, is influenced more by your ability to deliver "value" over time than it is an indicator of how creative you were with your subject line. Trust is won over time, and so your health and deliverability are better measured in a macro lens rather than a microlens. If general rates are high, or if things are trending up, you're headed in the right direction.

Some of the main indicators you can use are your open rates, click-through rates, conversion rates, unsubscribes, etc. Basically, you need to take a look at the bigger picture in your analytics and see whether they’re responding to your emails. If open rates are down – try better subject lines. If conversion rates aren’t optimal – test new copy (or new offers). Have a lot of unsubscribes? Maybe you’re frequency is off. + one more advice – check out benchmarks for the metrics you’re tracking. Shameless plug, but at Databox, we have Benchmark Groups for exactly this type of thing.

OR measures the percentage of recipients who open your emails. A high open rate signifies engaging subject lines and content. Good Open Rate > 25% To improve your open rate focus on: 1. Consistent delivery schedule 2. Appealing headline 3. Subscriber quality 4. Content quality Formula: Number of Emails Opened/ Number of Emails Sent ×100%

When the OR is more than 35%, it means your subscribers are fairly engaged with your content. The best thing you can do to improve your OR is (1) hit the inbox and (2) provide RELEVANT content. To hit the Inbox: send more plain-text value-based emails To create RELEVANT content: Think about what problems your product/service solves and create content around it by sharing little-known insights to help them get some quick wins. Pro tip: I personally like to create well-designed emails because design might play a role in terms of likeability (but make sure your deliverability is solid. If not, opt for plain-text emails)

I would advise against simply looking at the open rate . Unfortunately, due to the automated opening and processing of content by email providers, it no longer says what it used to. Nevertheless, it should be kept in mind. Especially with regard to a possible SPAM marking of your email

CTR reflects the effectiveness of your content and CTA (Call To Action). It translates engagement into actionable steps. Good Open Rate > 4% To improve your open rate focus on the following: 1. Use a simple and consistent template 2. Make sure your content is engaging 3. Make your email mobile-friendly 4. Use clear CTA Formula: Number of Clicks/ Number of Emails Sent ×100%

There are a few different ways to calculate Click-through Rate. One is the number of clicks as a percentage of recipients. - This gives you a pulse of how your subscribers are engaging overall with your links or buttons. Another is the number of unique clicks as a percentage of recipients. - This tells how many different individual subscribers your links. Another is click-to-open-rate which is the number of clicks as a percentage of the opens. This tells you how well your link delivered on the promise of the subject and content that you used. Every email platform will explain which one shows up in their dashboards. CTOR in my opinion gives you the best measurement for engaging your subscribers.

CTR is my first to check metric in any email campaign. A high CTR indicates that your message resonates with your audience, successfully encouraging them to take the desired action. A low CTR indicates that you have problems either with segmentation or content (especially if you have a high Open Rate).

You can test different tactics to drive up your click-through rates. Try making the subject line directly related to what the call-to-action will be, or you can try linked text vs button, and finally, you can look at how the length of your emails affects the click-throughs, including if your links are near the beginning, the end, or both.

Click-through-rates are the metric you should be paying most attention to in your overall email program. It's actually pretty hard to get people to buy more than an impulse purchase based on your email content, so using your email list as a distribution channel for your message makes more sense to most businesses. It's a see-saw though. Lists that get a lot of clicks often do it with copy "hacks" that burn and trust your list has with you. Just like open rates, you need to look at it over more than a single message to see how well you're doing. A list that gets a lot of clicks, then dies, isn't as good as on that gets half the clicks, but keeps them coming with every email.

The only metric that really matters in the end. Are emails generating revenue. It's not always easy to track and some email marketers forget the email is an influence channel with other factors at play. But its still the best channel IMHO.

The conversion rate is also no longer what it used to be. If the open rate is higher due to the automated opening than it actually is, the conversion rate drops directly, even though it would actually be good. I always like to look at the click-to-open rate. It puts the interaction with the opening in a meaningful relationship. But this metric is also becoming less important.

This one is tricky. Email cannot be given full credit for conversion. Conversion rate comes down to the sales page, landing page, product page, or high ticket salesperson on the back end. Until we get the ability to make the sale WITHIN the email... I don't believe that you can attribute conversion to an email and therefor cannot use conversion to indicate engagement.

If you want to make more money using email (who doesn't), it's obvious that tracking conversions is number 1. However, it is important to remember that there are influences outside of email that might affect your conversion rates. The best example of this is: where is the reader clicking through to? Your email might be great. But if your landing page is rubbish, it will impact your conversions.

Conversion rates from email are a tricky subject. After all, another channel already did the work to turn that visitor into a warm lead. And you can't put a credit card form directly into an email, so you've probably got a sales page and a cart to go through before they're a customer. But email is absolutely an accelerant for your marketing. It has the power to frame your sales message before the reader even gets to it, and it brings it right into the hands of your hottest leads. Anyone who's worked with email marketers as partners knows a good email has the power to deliver highly engaged traffic that converts well ahead of other advertising channels.

The percentage of email addresses that your campaign could not deliver. High bounce rates can damage your Sender Reputation, affecting deliverability. To improve your open rate focus on the following: 1. Use double opt-in to build your email list 2. Clean your email list regularly Acceptable Bounce Rate < 2% Formula: Number of Bounced Emails/ Number of Emails Sent× 100%

You MUST track your bounce rate. Especially right now with Google eliminating old email address and creating more spam traps. If you are continuously getting high bounce rates (between 2 and 5 percent) then your email list needs to be cleaned up. Ideally you're bounce rates (hard and soft) should be less than 0.5% at the most. If you are emailing an engaged segment (openers and clickers) then you shouldn't have any issue keeping bounce rates low.

Bounce rate is the % of emails that couldn't be delivered. Checking and reducing your bounce rate is one of the first steps in improving your list health. Protect your sender reputation, improve your engagement metrics and reduce your email platform bill by removing contacts that continually bounce.

One of the few values that improve when they fall.
If your bounce rate increases, you have a problem with the quality of your list. Use the sunset method to keep your list clean and well maintained. You will also delete addresses in the process - but that is absolutely right and good.

Bounces are a simple fact of life for email marketers. Just like people move houses, they change email addresses. Sometimes because they've moved jobs, sometimes because they've declared "email bankruptcy" from signing up to too many email lists (a common problem among email marketing pros!) Remove them from your list and never go back. If you're handed a list and told they're ok to mail, send a small segment, and if the bounce rate brings up any red flags, start asking questions before your burn any reputation of your domain name had.

Unsubscribes are a brutal truth of business and life. Not everyone is going to like you, or your message. They're worth keeping an eye on though. If people you really thought should be customers are unsubscribing, maybe your message has drifted away from what they expected when they signed up? One last thing about unsubscribes... If you're not mailing your list because you're worried that they'll unsubscribe before you have something to sell them, you're thinking about it the wrong way. The one thing that'll have people leaving your list in droves is a sales message from someone they've not heard from in months.

The unsubscribe rate is often seen as an important metric by large organisations. 
But it is also the last judgement. If a user unsubscribes, it is already too late. Compare the unsubscriptions with the registrations to see whether your list is growing or shrinking. However, new registrations are always more time-consuming and cost-effective than preventing customers from leaving.

Rather than looking at unsubscribe rates negatively, I think of it as part of the journey toward finding your audience. Some people will come, and some will go. You can't please everyone. Write like you're talking to your ideal target audience member and try to attract more people like them.

Unsubscribe rate and Complaint rate are like those road signs that alert us about the path ahead. When the unsubscribe rate goes up, it's like the audience is saying, "Hey, this road isn't taking me anywhere interesting!" It's time to adjust the route, offer more engaging content, and better align expectations. These metrics are like compasses that help us navigate the email marketing sea with more precision and effectiveness.

A spike in unsubscribe rate typically indicates that you've changed your sending practices or messages and your subscribers aren't resonating or appreciating the change. You're unsubscribe rates aren't ever going to be zero (unless you don't ever send) but as long as they are low, sub 0.2% or thereabouts, it's not something that I would worry about.

An exciting evaluation. But most email providers don't offer this extra calculation and you would have to recalculate your data in other tools. This is something for real data professionals. 
However, you can divide your list into segments such as new sign-ups, first-time buyers, repeat buyers and churn. The names chosen also directly describe the engagement score. Each of these segments has its own information needs and wishes, and you also have different goals with them.

In my experience, any platform that has an engagement score only tells you part of the story. Customizing the engagement score criteria based on your unique audience and business model will give a better indicator of how engaged a subscriber is. This personalization ensures the score accurately reflects your subscribers' behaviors and preferences, but also takes into account your business model and goals.

The inbox is a personal space and as a business who respects that, you'll find engagement isn't hard to come by. There are implications of privacy-focused email clients, like Apple Mail’s privacy protection, on email engagement metrics. These changes might render traditional metrics like open rates less reliable, prompting a shift towards more qualitative measures of engagement.

To gauge subscriber engagement, monitor metrics like open rates, click-through rates, and conversion rates. Analyze interactions with your emails, such as time spent reading and clicking on links. Look for patterns in behavior like consistent opens and clicks. Segment your list based on activity levels to tailor content. Encourage feedback through surveys or polls. Track social media shares and forwards to measure audience interest. Engaged subscribers often show loyalty, interact with your content, and contribute to conversions, indicating a healthy email marketing relationship.

Pay attention not just to opens and clicks, but whether you get replies and other interactions as a result of your emails. If you're driving readers to your website, how much time are they spending there? If you're encouraging them to interact on social media, is that happening? Are they viewing the videos you're including in your emails? Are they sharing your emails with new people via social sharing options?

A great engagement metric is how many people reply to your emails. Replies are a positive signal to their mailbox provider and a great way for you to see what content resonates with your subscribers.

You'd know your subscribers are engaged with your data. It will tell you how's your engagement. In a gist, people are engaged if they are taking action from your emails. It means they're opening it, clicking it and most especially, making a purchase.