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Beyond Clicks and Opens: Measuring the Impact of Engagement Campaigns

Sometimes, your customers need a little nudge to engage more deeply with your product.

This can happen for a whole host of reasons. Sometimes it’s your product, and sometimes people just get distracted by things happening in real life.

And even if they do engage deeply, they may drift away over time. Enter reengagement emails. Maybe you decide to drive awareness of a feature they haven’t interacted with yet, announce new functionality, or offer a promotional discount.

Well-constructed and well-timed interventions can give users a compelling reason to stick with your product, or return after a long absence. Right out of the box, most email marketing and in-app messaging platforms only track vanity metrics, like clicks and opens. It’s great that your win-back email had a 33% open rate, but did people place more orders after receiving it?

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