Driving User Engagement, One Click at a Time

Tracy Sestili
Jun. 5, 2017 by Tracy Sestili
See how @Zillow grew their email engagement by 161% w/ @SparkPost & @Iterable Click to Tweet
If it’s one thing I’ve learned in the past two years by working at SparkPost, it’s that there’s a clear difference between ‘delivered’ and ‘deliverability’ when talking about email. An email that’s delivered simply means an accepted transmission by the ISP has occurred. However, when measuring true email deliverability, we’re talking about measuring the success of getting into the Inbox vs. the spam/junk folder.

Email deliverability is a very important part of the equation for growth marketers wanting to crack the nut on email marketing. However, it’s not everything. Metrics such as open, click-to-open, and forwards are also important. Why? Because an engaged user is an ambassador for your brand. When we recently sat down with our customer, Zillow, they expressed interest in improving user engagement in their email marketing. Through regular conversations with their Technical Account Manager (TAM), we suggested they speak to our partner, Iterable. Iterable has been able to guide them in achieving better segmentation and increased open and click-to-open rates by 161% and 18%, respectively. Being able to test, scale, and nurture customers in real-time is essential to growth for Zillow and all companies.

In our recorded webinar , Beyond the Click: Essential Email Metrics that Drive User Engagement, please join us, Iterable and Zillow as we discuss Zillow’s unique approach to email.

In this upcoming webinar we’ll talk with Zillow to learn:

  • How deliverability helps increase user engagement
  • The approach Zillow took to increase their open rate by 161% and their click-to-open by 18%
  • Which email metrics to measure to boost your ROI
  • Why Zillow is able to make quick decisions based on real-time data

Get the recorded webcast today for Beyond the Click: Essential Email Metrics that Drive User Engagement.

In the meantime, you can read Iterable’s guest blog on how growth marketing can help increase user engagement by improving three email metrics.

~ Tracy Sestili
VP, Growth Marketing

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