EMIT- Introduction

Engagement Metrics and Interest Tags enables brands to track consumer engagement and interest at the individual level in order to optimize marketing campaigns and improve customer understanding.

EMIT is fully integrated with Engage and allows to

  • visualize individual engagement and interest from the Audience List data tab
  • segment consumers based on aggregated data. This can be achieved both via segments in lists and via Journey components such as Audience Filter and Split.
  • personalize content by identifying audiences with an affinity to a specific tag. This can be achieved via the Personalization Dialog or through Visibility Constraints
  • improve deliverability by segmenting audiences based on recent engagement

 

A few examples of how to leverage the data gathered with EMIT:

  • Reactivation journey - Data shows that a certain consumer has not opened any email in the last three months. The consumer's top interest tags indicate an affinity towards shoes and with this information we can send the consumer an enticing offer in hopes of re-engaging him.
  • Increase deliverability - Data shows a decreased engagement in the months following unexpected delays in the supply chain causing orders to arrive late. Via audience segmentation, brand X targeted consumers who were active the last three months using the Engagement metrics fields last open, click and delivery date. This way they were able to boost engagement rates and improve deliverability.
  • Improved targeting - Consumer A takes on a sport class and heard that Parana often has deals on sport equipment and opts-in for their newsletter. Leveraging the Interest Tag metrics, affinity towards sports products was detected and Parana starts targeting consumer A with sport-specific products.
  • Content Optimization - Consumer B opted-in to Parana’s daily newsletter, but feeds-back that the content is too generic. Parana activates Interest Tags in Engage and tags the products in their product catalog. Now when products are automatically populated into their newsletter, each product link contains the right tag to track interest. Parana can then use this data to further optimize the content of their newsletters to display products based on consumer B’s top interests.

In this topic we will discuss