Analyze This!

3. Length of engagement. By analyzing the amount of time from the first e-mail activity to the last open or click, we can establish the average life of an e-mail address and begin to understand how long people stay engaged with our program. This will allow for better acquisition planning. It also makes sense to look at how consistently subscribers engage. Do most cycle in and out of engagement? Can the list be segmented into loyal, seasonal and event-driven segments? Or readers, activists and donors? Whatever the segmentation, the goal is to understand the behavior of the e-mail subscribers and communicate with them appropriately.