Internet service providers these days are taking a serious look at user engagement. They know whether or not people are engaged with your email, and ultimately the ISPs are starting to use such information to determine if your email should be filtered to the inbox or the junk folder. That’s why, as an email marketer, it’s important for you to know if your subscribers are staying actively engaged with your mailings.

User engagement is critical to the success of any email marketing campaign. To maintain a successful and active subscriber base, you need to keep people engaged with targeted and relevant content and offers that meet their needs.

To ensure your subscribers stay engaged and active, which will make the ISPs happy too, here are three easy best practices you can implement in your email marketing campaigns right now:

1) Know your audience.

You should only be sending to users who you know are active. As long as you send to people who are opening and clicking through on your emails, this will ensure that your messages hit the inbox. And just in case people lose interest, make sure the unsubscribe link is easy to find at the top of the page so that they don’t click on the spam button instead.

2) Remind subscribers to add you to their safe senders list.

To prevent your email from hitting the junk folder, remind people in every welcome message and email you send to add your address to their address book and safe senders list. This will ensure that the ISPs correctly filter your email into the inbox.

NOTE: If you are a good sender but your email is still hitting the junk folder, you should consider re-engaging inactive subscribers and cleaning your list of aged email subscribers.

3) Send relevant email at a regular and consistent pace.

The last thing you want to do is annoy people by sending email too frequently or erratically, or untargeted newsletters and offers that have no relevance to them. This is where you can use segmentation to your advantage. Target your subscribers based on their selected preferences and behavior to ensure that you’re always meeting their expectations. Personalization is always a plus, as long as your data is up-to-date and accurately applied.

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About the Author

Vip Patel is an account manager at Lyris. He is responsible for helping clients with their email campaigns, offering today's best practices, guidelines and measures to help them succeed in email marketing.

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