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User engagement. What does it mean?

Friday, October 9, 2009 by Karen Balle

Al Iverson and I spend a lot of time talking about user engagement.  It's been around for a very long time, but it's now a standard for inbox delivery.  How do you define engagement?  Quality over quantity.  Targeted email marketing.  True one to one communication.  But what does it really mean to you?  How does it make for a more effective email marketing campaign?  If permission is king, engagement is emperor.

How do you create an effective marketing campaign that keeps your customers coming  back in the age of DVRs, satellite radio, and short attention spans?  How do you get your customers to pay attention?  This is vital now for inbox delivery.  Yahoo has started measuring whether or not your recipients are spending time reading your email, whether they're looking for you in the spam folder, how vital you are to their daily lives.

I found a gentleman today who gets what it means to really engage with your customers.  You can visit Bob Gilbreath over at Marketing with Meaning and download a chapter of his book, The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning.

He gets it.  This concept of engagement, and he calls it meaning.  Marketing now, whether it is effective offline or effective email marketing, can no longer be interruptive to your customers' lives.  Your communications with them need to be not only permission-based but need to add some value to their daily lives. 

When you create email campaigns, what do you do to add value?  How do your targeted email marketing campaigns add to your recipients daily lives?  What do you put in your marketing campaign or to your email newsletter that drives your recipients to want to spend time with your company?

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