Tracking contact engagement with your emails gives you insight into how effective your email marketing strategy is. You can also use this information to keep your list(s) healthy, and it can play a part in maintaining good deliverability. It also allows you to see which contacts are currently not engaged, giving you the opportunity to reach out to them using different channels.
To track contact engagement, we recommend using the two-part Engagement Tagging automation recipe. This free, two-part recipe is available in the “Create a New Automation” modal that appears when you click the “New Automation” button on the Automations overview page:
In this article, we will discuss:
- How the Engagement Tagging automations work
- How to add the Engagement Tagging automations to your account
- Provide examples of how to use engagement tags in your account
- How to see past engagement
These two automations work together to add and remove engagement tags to your contacts. As soon as a contact interacts with an email or visits your site, they are added to these automations.
Note: these automations reference each other, therefore, both must be used. In addition, they only consider engagement moving forward. They cannot determine engagement for any sent emails or website visits that occurred prior to you activating these automations.
Pro-tip: Document the activation date for this two-part recipe. This will give you a frame of reference as to when the engagement and non-engagement tags are applied to your contacts.
Part 1 Engagement Tagging automation
This automation will add (and remove) the following tags to contacts:
- Recent activity
The tag added to or removed from contacts depends on how much time has passed since they engaged with an email or visited your URL.* While this automation already has intervals included for you, you can change them to better fit your needs.
* Please note that using website visits to track engagement requires that you have site tracking enabled. Click here for more information on site tracking.
This is what the Part 1 Engagement tagging automation looks like:
Part 2 Engagement Tagging automation
The purpose of this automation is pull contacts into this two-part workflow as they engage with you, and will either feed them to or remove them from the Part 1 automation.
Contacts will be added to this automation through the following triggers:
- Reads any email
- Clicks a link in any email
- Visits a web page
Each trigger is set to run multiple times, which allows the same contacts re-entry into the automations.
This is what the Part 2 Engagement Tagging automation looks like:
To get started with using these automations, follow these steps:
- Go to the Automations overview page and click “New Automation.”
- A “Create new automation” recipe modal will appear. Click “Part 1 - Engagement Tagging” then click “Continue” to download the recipe.
- Go back to the Automations overview page by clicking “Automations” from the top menu.
- Click “New automation.”
- The “Create a new automation” recipe modal will appear. Click Part 2 - Engagement Tagging” then click “Continue” to download the recipe.
- The “Automation Setup Wizard” will appear. Click “Get started” and follow the prompts to complete the setup.
- Once you’re ready to use these automations, make them “Active” by clicking the “Active” button located on the top right of the screen in the automation builder:
You will need to do this for both automations.
Here are some ideas you can use to leverage these engagement tags:
- Create a segment of contacts with the Engaged tag, and send campaigns to that segment only. By doing so, you exclude sending to contacts tagged as Disengaged or Inactive which can help your deliverability rates.
- Use different communication channels, such as site messages or SMS, to reach out to contacts that are tagged as “Disengaged” or “Inactive.”
- Add contacts tagged as “Disengaged” or “Inactive” to a Re-engagement automation series.
- Increase or decrease a Lead score when these tags are applied to contacts.
- Create advanced searches to see how many contacts are tagged as Engaged, Disengaged, or Inactive.
You can view your campaign and automation email reports to see which contacts opened and clicked your emails. Our Reports page displays the following information on a per campaign and automation email basis:
- Open rates
- Click rates
- List of contacts that opened
- List of contacts that did not open
- List of contacts that clicked a link
- List of contacts that did not click a link
To access these reports, click "Reports" located on the top navigation menu.