Subscriber Engagement: Key Factors to Nail it

The K12 Marketplace, Email
Subscriber Engagement: Key Factors to Nail it

Subscriber Engagement: Key Factors to Nail it  

Understanding subscriber engagement is not so straightforward. Many regular responders might rarely respond to an attractive campaign while some less responsive subscribers might happen to purchase when you least expect it. For example, let’s say your organization sends an email to ten thousand people. 25 percent of the recipients who typically interact with your emails are untouched while 25 percent who mostly ignore your messages suddenly take interest in it for the first time. So was this email a successful campaign or not?

To answer this question, we need to first address the most basic questions.

What Should Customer Engagement Look Like?

Non-responders are less likely to engage again. At the same time, a sudden engagement can be a turning point as well and can increase the chances of even more vibrant future engagement. So, it becomes imperative to identify non-responders and to implement sound re-engagement strategies.

By measuring, segmenting, and responding, organizations are able to get in front of the engagement curve. Before we take a deep dive into measurement, let’s cover some basics.

1.   Past behavior: Past behaviors must be quantified and the most-recent past must be given priority.  

2.   Relevance: Users can revolt if the content is not relevant. 

3.   Frequency: Develop a sound understanding as to how many emails you need to send in a given period of time.

4.   Creative: A good amount of marketing efforts should be invested in crafting attractive email design. Don’t rush to templates.

Why? Because in a mass-marketing effort where several organizations are blindly pinging the same audience, only creative and attractive content is the way to stand tall in the clutter. Your email checklist should also be made around the same philosophy.  

Some Emails Types Will Simply Get More Engagement.

Of course, you want to know what kind they are so you can deliver more of these emails and optimize what you include in them. Here they are:


Transactional emails are usually thought of for a purchase. Still, they can be a promising response to most kinds of interaction including a phone call, event participation, etc.

As this is a follow-up to something relevant to the users, one advantage of transactional emails is, if they are timely, the recipients are nearly guaranteed to respond to this email.

Many organizations, motivated by the fact that there is no transaction need, have been ignoring the utility of this effective tool in increasing customer engagement.

People like to welcome confirmations and follow-ups, this way you can lure them to connection & engagement opportunities.


Common human psyche: people like to be listened to, they want to share, be given importance. In short, if you give somebody a chance to be interviewed, he/she seldom refuses. By nature, forms and surveys are interactive and easy to fill out. But the trick is, you need to first provide an answer before you ask a question in its context. This is how you engage. As you evaluate your email efforts with your constituents, a good strategy can be to ask them about how they feel. Try to make them feel as if you were having a one-to-one conversation.

How to Rectify Low Engagement Stemming out of Poor List-Quality

List quality is probably the most important ingredient in engagement rates. No matter how large it is if it doesn’t contain a big percentage of updated contacts and niche-specific titles, it might not be worth it. So, a good take away from here is to start taking immediate and direct actions to eliminate the ‘poor’ subscribers from your list. Clean things up moving forward and keeps your shot group a little tighter by focusing on the contacts that are deserving of your time and energy.

If your list contains subscribers from very old sources, is somewhat inactive by lack of use, or contains contacts that rarely open your emails you might consider sending them a re-opt-in email. Ask them in black & white if they actually want to hear from you. This might sound harsh and you might not want to see your prospect list shrink before your eyes but it’s a great start to cleaning out the closet. The point here is that you should be more concerned with having quality engagement that is really representative of genuine prospects that you want to speak with and sell to.  

1.   Make it crystal clear, in a polite manner, before the subscriber why you are reconfirming his intentions.   

2.   Craft at least 7-10 samples of such emails and test them in different samples of audiences. Then, pick the winner and mail it to the entire list.

3.   Make sure you place the call-to-action in every email version.

4.   Each email version should include a TIME & DATE slot that tells the recipients to reply before the deadline expires. This creates a sense of seriousness.

5.   The subscriber should be categorically told that, by not confirming the subscription, he won’t receive emails anymore.  

Wrapping Up:

A quality list really matters so your organization must have a system for database clean up. Hundreds or thousands of leads are left untouched every year as your representatives rarely follow them up. Plus, think ahead of traditional newsletters or conferences for building your house file and start looking into purchasing good K12 lists from companies like:  K12 Data Dividing and conquering the leads among an efficient team could make a big difference. Warm those prospects up with a good email campaign and use that email reporting for your next move- sales call? collateral send? All of this is made more possible by keeping your list up to date, ridding it of lackluster respondents, and using the right data company to give your crm and house file a boost.

Shared by Hussenshah


Since January 2012 K12 Data has been a leader in quality education email lists. We compile 100% of our data and we stand behind a 97% deliverability rate on our email lists. Email us at:  800 257 8813 or visit us on the web:


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