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I was planning to write something without the word "engagement" in it today.  I really was.

It has become the industry buzzword.  Everyone is talking about it in one aspect or another, and I've been getting the feeling that it's getting over-saturated.  So, I wanted to take a break from it.  Lay off just a bit.  Let it breathe.

But, until the industry adopts some synonym, or makes up a new word to cover the concept, I can't omit it, and you definitely can't ignore it.  Engagement is hot not only for the ways that you can use it to improve your campaigns' relevancy, but for the ways that it is being used by receiving systems to determine how to handle your email (as mentioned recently by Chris Broshears.)

ISPs are using engagement data more and more to determine which emails their members actually want to receive.  I've mentioned Gmail turning on images when they see evidence of correspondence between the recipient and sender, but now AOL has publicly announced that they're incorporating engagement data into their EWL (Enhanced White List).

Traditionally, AOL has based their decision to include in the EWL primarily on low complaint rates.  The change now requires both a low complaint rate and high user engagement.

Think about what you're sending.  Is it what your subscribers want?  If you don't know, I can guarantee someone else does.   And if you need help figuring it all out, just ask your Delivra rep.

Kris Dougherty | Deliverability & Operations