Over past years email marketing has Evolved a lot mainly due to the democratization of the web. Today all marketers use this method in order to strengthen relationships with current or past clients to encourage customer loyalty and engage. An also acquire new customers or persuade existing ones to buy something now or in the future. Here we will try to define and refine the key indicators of commitment to the company because the commitment has become essential in the email marketing. There is no standard definition of commitment within the digital industry. However it is important to know is that the commitment of members to the email program will have some effect on deliverability (Capacity of e-mailings to reach recipients whose address is valid) in the future. Have a more engaged target not only helps preserve the future but leads to more satisfied customers and more profitable. To generate a meaningful engagement with the client we will define what it means to be "engaged" with each email program, how the commitment will be measured and make subscribers engaged.

 

To be sure that e-mailing arrives properly to the recipient, the marketer must measure all criteria. Such as ISPs which have new conditions. Once the emailing has reached the recipients the marketer must be creative in order to generate interest from the client to push him to read the mail and then persuade him to engage. To achieve this goal marketers have developed different ways to attract the customer’s attention.

 

Firstly, the customer is not always on his computer waiting for offers and information about their favorite brand, that is why today marketers have developed other ways such as on social networks or Smartphones to engage with the brand. This will allow customers to provide information about their preferences in the content and engage when and where they want.

 

Moreover, today the customer wants to be heard, this is why professionals have established a reward system. Moreover, the customer will give his opinion and he will win gifts, points etc. This method requires the client to engage with the brand and he feels a sense of exclusivity.

 

Also, changes to share brand features at the website to its customers by e-mailing is important. Soliciting customer feedback on their experience with the site it will force them to return to the site and interact. Get comments, opinion on the changes made, the client will feel like to be part of the brand.

 

When a customer makes a purchase and is asked to provide  his e-mail address, it is not surprising to receive an e-mail to see if he wants to register for the newsletter trademark. To receive this newsletter the Customer must activate the double opt-in. However it often happens that the customer forgets to activate. This is why a monitoring and a reminder is needed to engage its customers.

 

To thank customers to engage with the brand. It will hold a draw to win prizes. Be grateful clients retain links human and personal. Often to win the gift clients will monitor emails from the brand. Indeed, the mark must explain to recipients what to look for, where, when and why. This game will have a double interest for the the brand : arouse sympathy and engage customers in the long term.

 

In times of crisis, corruption is very effective to induce the customer to activate the opt-in. The brand will give something to the client (gifts, discount etc..) in exchange for voluntary registration site or newsletter if they are double opt-in. In this type of emailing the message is clear, focused and encourages commitment

 

Create a very mysterious emailing without giving too much details will arouse curiosity from the recipient. This method will push the customer to click, engage and drive traffic to the website of the brand.

 

 

 

 

To conclude, if brands want to increase long-term engagement, it is important for them to identify and correctly segment their audience. But the email address that will be the recipient must have a clear message, be precise and original to capture the reader’s attention. To show the interest and the added value it has to engage with the brand.