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  • May 19, 2013

How Do Your Contact Engagement Initiatives Stack Up? [CHART]

Joel Rothman
Senior Product Consultant

To make the most of every contact interaction, it's critical for marketers to consider how activities transpire across the entire funnel. Contact activity is an important metric in terms of Marketing Qualified Lead (MQL) generation and conversion. Modern marketers understand the value of sending meaningful, targeted, right-time content to improve the number of active contacts.

While marketers across the board closely mind interaction strategies, contact engagement varies widely based on industry. For this week’s chart, we analyzed which industries had the most engaged contacts, and which industries had the least.

First, to calculate “engagement” for this chart, we took ALL contacts, and removed those that could not be reached (bounce backs and unsubscribes) to ensure the exclusive analysis of “reachable” contacts. Then, we analyzed which of those contacts opened or clicked through an email. This was broken down by those that were active over the last one month, two months, three months, etc.

COW Vol 105 2013-05-17

We found that the industry with the most engaged contacts was Computer Hardware, with more than 35% of contacts active within the last 12 months. In our sample, the lowest performing industry was Public Administration, with only 11% of contacts active over the last 12 months. Averaging across all industries, 4% of contacts were active over the last month, with 24% being active some point in the last 12 months.

Nurture campaigns coupled with lead scoring helps marketers fuel constant activity generation among contacts.

If you want to see how your engagement initiatives stack up, be sure to check out the Insight Database Health Dashboard.


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