What Is Email Engagement?

Email engagement is the measurement of how your subscribers interact with your delivered email marketing campaigns. This information lets you know how your messages perform with customers, either good or bad. You can even calculate engagement by monitoring and utilizing several metrics.

Email Engagement Rate

Various metrics can be used to calculate your email engagement rate. These data points help you understand which emails are successes and which fall short of expectations. Some of the most common metrics are:

• Open rate: Number of times recipients opened a delivered email. # of emails opened / # of emails sent - # of bounced emails x 100
• Click-through rate (CTR): Percentage of recipients who clicked at least one of the links in a message. # of links in the email / # of emails delivered x 100
• Reply rate: Percentage of recipients who reply to an email. # of replies / # of emails sent x 100
• Unsubscribe rate: Number of lost subscribers over a specific time frame. # of unsubscribes / # of emails sent x 100
• Forward or sharing rate: Helps track loyalty of subscribers by monitoring when any forwards or shares of a campaign occur. # of times email was forwarded or shared / # of emails delivered x 100
• Bounce rate: Refers to unsuccessful emails. Soft bounces result in an error on the customer's end (full inbox) and hard bounces happen because of an invalid email address. # of bounced email / # of emails sent x 100
• Conversion rate: Shows how many subscribers followed through after clicking a call to action (CTA). Viewed as one of the most important metrics available. # of people who took desired action / # of emails delivered x 100
• List growth rate: Rate that a company's email list is growing with new subscribers/email addresses. # of new subscribers - # of unsubscribers / total # of original subscribers x 100
• Return on investment (ROI): Shows how much revenue an email campaign generates against the total cost of running the campaign. total revenue generated by campaign - cost of campaign / cost of campaign x 100
• Revenue per email (RPE): Shows how much revenue an email list generates. total revenue generated by campaign / # of emails sent x 100

How Does Email Engagement Affect Email Reputation and Deliverability?

Simply put, the higher your email engagement is, the higher and more consistent your sender reputation and delivery rates become. More engaged customers means more users open and trust your brand's campaigns, resulting in a solidified business email reputation.

Your deliverability also improves because your recipients see your emails as legitimate and never mark them as spam. Using content that resonates with your intended audience has a positive impact on an email's deliverability. After creating an effective marketing campign that customers respond well to, your email engagement reaches new heights. Our Inbox Placement feature monitors your deliverability and helps improve your overall email engagement with MxTips.