Engagement isn’t just a metric. It’s everything.

Many stakeholders incorrectly assume engagement is a bonus metric. They track audience size, click-through rates and sales funnels, not realizing engagement is the missing link that bridges the gap from user to customer.

Those of us in content growth marketing know engagement is everything.

In this example, I took a simple email welcome series with an audience size of 250,000 and doubled their engagement rate from 25 to 50% by taking our newly assembled team through simple audience personas, segmentation exercises, and content strategy.

Once we finished deliberating, over a period of 10 business days we re-wrote the new customer email automations, creating a different flow for each of our three segmented audiences.

We then worked with the analytics team to set up engagement and audience tracking, watching how the customer engaged in each individual email We used this data to refine our content over a period of 90 days until achieving results beyond our expectations: a 100% increase in engagement.