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CRM - Engagement Categories
With e-shot you can keep a close eye on the health of your contact data simply and efficiently. As part of our new interface the contact management dashboard, now called CRM dashboard, you are able to see at a glance how engaged your audience is.
Your audience is divided into 3 critical categories;
Engaged
Slipping away
Disengaged
And in addition to the hard bounce and unsubscribes that are also recorded against your account.
Definitions
Engaged contacts are defined as those who have opened, clicked or visited your website within the last 30 days.
Slipping away are those contacts that are defined as those who have not engaged within the last 30 days but have opened, clicked or visited the website within the last 6 months.
Disengaged contacts have not opened, clicked or visited the website in over 6 months (which includes those who have never interacted with one of your campaigns or your website.
In a simple line chart you can see the health of your database - but more importantly you are in a position to easily manage the situation. You have the potential here to be able to communicate with each category in a slightly different way - you can separate out highly engaged and loyal contacts to nurture into brand advocates and evangelists, and create campaigns for those in the slipping away category that try something new to re-engage them in the hope that they will naturally move to the engaged category.
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