5 Things You Can Learn From Low-Engagement Marketing Campaigns

A lot goes into developing an effective marketing strategy. Regardless of whether you hire an outside firm or work in-house, companies need to seek the services of experts to conduct research, set goals, profile customers, create content, and analyze data. They do all these in the hopes that they will be able to generate leads and increase their sales in the long run.

Recent studies have shown that companies invest approximately 14% of their total budget in marketing alone. This underscores the need for their marketing campaigns to be effective.

Engagement is one of the most vital metrics used by companies looking to ensure that their marketing strategies align with the audience's needs and interests. On top of that, engagement is usually associated with profitability. It allows companies to grow their customer base, build trust and loyalty, increase brand awareness, inspire action, and stay in touch with their customers. 

But what if the marketing campaign has low engagement. Does it mean that the campaign is a wastage of time and marketing budget, given that they generate low amounts of data?

In this post, we'll walk you through some of the things you can learn from low-engagement marketing campaigns. But first, a quick definition of what customer engagement is. 

What is customer engagement?

Customer engagement is the means by which a company develops a relationship with its customers to foster brand awareness and loyalty. This can be attained by creating new content, marketing campaigns, and outreach via social media and wearable devices, among other methods.

Customer engagement starts with the customer's first interaction with your brand/product and extends beyond the point of purchase. Ongoing interactions between the customer and your brand are a clear sign that your customer is engaged. Conversely, when there is low engagement between the customer and your brand, it may mean that they may have not fully embraced your brand.

Lessons we can learn from low-engagement marketing campaigns

Here is a list of some of the insights that email marketers can gain from campaigns that had low engagement:

1. They lead to a lot of unsubscription

Nothing makes a marketer's heart hurt more than a high number of opt-outs. Let's be honest: opts-out suck. Watching your subscriber's list numbers go down can be disheartening, but it's a reality in today's increasingly competitive marketing world. One of the significant reasons you may experience a lot of unsubscriptions is that your marketing campaign has low engagement. 

When you don't actively engage your customers, they may feel like you don't value them and therefore decide to work with other brands that are more engaging. 

2. It minimizes customer loyalty and retention

When you don't actively engage your customer, you won't be able to know how they perceive your product or service, the qualities that they value, and the areas they need you to improve to provide a better experience.

You want your customers to feel that they are appreciated and heard, which in turn helps minimize the number of customer churn. By actively engaging your customers, you are showing that you have a genuine interest in them. As such, they are more likely to retain your services or complete a repeat purchase. Rather than being a company that merely offers a product or service, you should actively engage your customers and provide them with holistic solutions to their problems. 

3. It impedes the development of strong customer relationships

A strong customer relationship is the backbone of success in today's highly competitive digital marketing world. With that in mind, regularly communicating with your customers across various platforms helps build rapport. When your marketing campaign has no engagement, the chances are that your relationships with your customers is shaky. Your engagement with your customer shouldn't start and end with the purchase of a product. Instead, it should extend beyond the purchase. 

Effective engagement strategies will allow you to connect with your customers to understand their needs, preferences, and behavior so that you can build a robust and long-lasting relationship with them.

4. Slow or stagnant growth of subscribers and customers

Customer engagement helps win over customers or at least pique their interest in your products and services. With low customer engagement, you will find it difficult to convert leads into buying customers. This is because when there is low engagement, there is a likely hood that potential customers (leads) won't be able to fully grasp what makes your brand unique.

When it comes to retaining customers and acquiring new ones, brands are out of their way to provide incentives and freebies to show appreciation and attract new customers. Whereas promotions and discounts are fast ways of attracting potential leads, you want to ensure that you are providing value—and the best way of doing this is by actively engaging with your existing customers and potential customers and providing them with relevant content that provides them with answers to various questions such as how your brand/product can help solve their problems.

5. It may lead to an inefficient purchase cycle

A company whose marketing campaign has low engagement is likely not to have a streamlined purchase cycle. By not adequately engaging with your customers, you won't be able to gain insight to help you organize your operations to convert and retain leads.

Actively engaging with your customer will provide you with detailed insights into your account and sales activity so that you can easily retarget potential customers and shorten the purchase process. Moreover, streamlined purchasing will enable your team to focus on growth, innovation, and other higher-level tasks.

Improve Your Engagement with Sendlio

With Sendlio, you can easily create a highly-engaged audience based on granular data and maximize your marketing ROI (Return on Investment) and efficacy. Our website tracking tool can help you track activities on your website and message members based on the pages that they've visited and the locations they've engaged from. Additionally, Sendlio's restful API can integrate with your own website, app, or service or build new products on top of our member API. Try it now 

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