Customer Engagement

A connection,response,or experience customers have with one another, with an organization, or with a brand. Within the scope of email marketing, customer engagement refers to the ways in which a customer is actively collaborating with an Email Service Provider’s (ESP) software application and personnel in order to grow their business or organization.

Customer engagement can be measured. Positive engagement metrics include email opens, clicks, click-through rate (CTR), and downloads of marketing materials or relevant resources. Negative engagement metrics include unsubscribe rate, spam complaints, non-openers, or deleted emails. Engaged customers purchase a business’s goods or services, volunteer or donate to a cause, provide consistent feedback for the brand, and use social channels to contribute to brand awareness. Customer engagement is a pathway to long-term customer loyalty.