email marketing best practices

The Age of Engagement

What’s your focus as an email marketer? If you’re paying attention, you know we’ve moved past the rule of relevance into the age of engagement.

We know the reasons for engaging subscribers: improve email delivery, increase sales, encourage social sharing. But what does it really mean to engage?

Let’s think about what it means to engage. Below is the word as defined by

1. To obtain or contract for the services of; employ: engage a carpenter.

2. To arrange for the use of; reserve: engage a room.

3. To pledge or promise, especially to marry.

4. To attract and hold the attention of; engross: a hobby that engaged her for hours at a time.

5. To win over or attract: His smile engages everyone he meets.

6. To draw into; involve: engage a shy person in conversation.

7. To require the use of; occupy: Studying engages most of my time.

8. To enter or bring into conflict with: We have engaged the enemy.

9. To interlock or cause to interlock; mesh: engage the automobile’s clutch.

10. To give or take as security.

What do all of these definitions have in common? One party engages another. One makes the first move, if you will, sets the stage, makes the move, initiates the invitation.

That is what we as an email marketing agency and you as an email marketer must have at the forefront of your thinking when ensuring your email marketing program is focused on engagement.

To engage is not to be passive, waiting for someone else to make a move. Nope. Engaging our prospects, subscribers and/or customers means we make the first move, in a way these prospects, subscribers and/or customers will react to.

Is your email marketing program engaging? Does it actively seek an interaction with the recipients? Is it designed to be a two-way communication, one mindful of the recipient’s time and interest?

If so, you’re engaging! If you think you could do a little better, call on ClickMail to help. We’re your engaging email marketing agency. And we’ll help you engage too!

Published On: February 15th, 2012Categories: Email marketing best practices

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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