Email clients are becoming increasingly wary of the messages that successfully make their way into the inbox. And because this trend is slowly taking over, marketers should adopt a proactive approach and carefully watch the contact engagement level.

For this reason, it is imperative for you to keep your segments fresh and healthy, that is to say, cleaning your email segments regularly should be your top priority. This approach prevents your emails from landing into the spam folder as well as reduces unsubscribe and bounce rates.

So, here we have a bundle of techniques that deal with engagement management, and we will discuss each of them in detail. By following this, you can ensure a healthy deliverability rate and enhance the sender reputation.

But, is engagement management too much hassle?

Not at all, if done right, it goes pretty smoothly. Here are a few steps that you need to keep in mind:

  • Discern contacts that highly engage to move them quickly through the sales cycle
  • Clear your lists because inactive contacts do not help anywhere in your marketing efforts
  • Improve and safeguard your deliverability
  • Have a proactive approach while engaging, so you get your message across and connect with them before they unsubscribe

Automate your Engagement Tags

Have you gone through our Use Contact Tags to Build Contact Engagement Filters guide where we have explained the contact tagging automation? That guide shows how you can implement automation and re-engagement techniques, fuss-free.

These are editable templates that can be well-adjusted to your business needs; if you wish to use them as it is, you can do that as well. Once this is activated, your contacts will be tagged as Disengaged, Engaged or Inactive. This lets you identify highly-engaged customers in the engagement cycle so you can effortlessly target them and win deliverability rate.

contact tags

Engagement Tagging: Part 1 

It can be said that this is a timer disguised as automation which is triggered by the Part 2 automation. Its functions are to add and remove tags as the contacts migrate through a sequence of wait steps that count to roughly 60 days. Now, these tags are multi-functional, some of their functions include analytics, segmentation, triggering, and clearing lists.

Addition and removal of tags are done in a below-mentioned way:

  • Add Tag – Engaged
  • Add Tag – Recent Activity
  • Remove Tag – Disengaged
  • Remove Tag – Inactive
  • Wait for 7 days
  • Remove Tag – Recent Activity
  • Wait for 30 days
  • Add Tag – Disengaged
  • Remove Tag – Engaged
  • Wait for 30 days
  • Add tag – Inactive
  • Remove Tag – Disengaged
  • End Automation Flow

time specific tags

Engagement Tagging – Part 2

Multiple start triggers are used by this automation to watch for interaction made by the contacts with the content. A contact will enter into Part 2 automation when it performs any of the triggering actions.

After that, the contact will be pulled out of the first part automation and then re-enter at the peak of the same, to commence the tagging sequence again.

Now, it would be clear to you, and is also advisable that the Part 2 trigger should be the main activity you should be tracking. Here, you get to decide which activities done by the contacts would be counted under the Engaged tag, Disengaged tag and so on.

We have set the initial three triggers but you can feel free to add more as per your requirements.

Here are the three triggers, when a contact:

  1. Visits a website domain (though for this you will need Site Tracking)
  2. Reads an email
  3. Clicks on the link in an email

Moreover, ensure that both Part 1 and 2 are activated as they will not function individually. Also, you need to set the part 2 automation to start triggers to Run Multiple Times. By doing so, you ensure that the contacts continue cycling through the automation whenever they come to interact with your web content and messages.