Beefree blog

What is Email Engagement and How Do You Track It?

Emily Santos
Emily Santos
Feb 21, 2022
What is Email Engagement and How Do You Track It?
What is Email Engagement and How Do You Track It?

The word “engagement” gets thrown around in the marketing community and it's especially nebulous when applied to email marketing.On the surface, measuring email engagement is as straightforward as tracking engagement on channels like socials, where likes and comments are immediately evident. But what does email engagement actually look like? And what metrics should you track to make sure your engagement is healthy?We covered these topics on our recent Instagram Live with Kait Creamer, Senior Marketing Manager at Overstory. Below, we’ll give a summary of the highlights.https://www.instagram.com/p/CaCym5sqShP/

What does email engagement really mean? 

The boring answer: email engagement is the number of interactions in your email. Depending on who you ask, this could be open rates, click-through rates or the ratio between the two (referred to as click-through to open rate or CTOR).But the more important answer is that email engagement is when you’re willing to listen to your recipients. It’s when you get off the metaphorical stage and actually talk to the crowd.As Kait says, “Engagement is just being present and having a conversation.”Still not sure what we’re talking about? Let’s look at an example.Our email marketing specialist, Sophia Shalabi, recently started including a “question of the week” in our Email Design Blog newsletter (make sure to sign up!).

Email survey

These one-click survey emails work by tracking how many people click on each button. Each click is worth one “vote”. Using this strategy increased our CTOR from our usual average of 3% to 9% for this campaign.The last button led to a Typeform, where we collected responses from our readers. This helps us know what you want to learn about rather than us just guessing behind the scenes. And yes - this blog post was inspired by the first answer in the image below!

email survey responses

Email engagement metrics to track

If you work for an organization or need to keep clients happy, you’re probably wondering how to justify these “conversations” with hard numbers. We’ve got you covered.Before we tell you which metrics to track, here are a few caveats to keep in mind:

  • Understand your business model. Do you need a high open rate or does it just look good? Are clicks on some links worth more than others? If so, which are the most important? As Kait says, “Attention does not mean success.” The most important metrics are the ones that lead to an increase in revenue. This is different for a business that runs on ads or subscriptions (like newspapers and blogs) than for a company that relies on selling a product or service.
  • Know where your needs meet customer needs. Good marketing comes down to one essential question: How are you helping your customer? Consider what they need from you in order to successfully buy and use what you’re selling. This might be more information, a community to rely on or simply entertaining content. 
  • Test your own list before making conclusions. Every email list is different. A list of 50,000 students will express interest differently than 1,000 executives. Because there are people at the other end of the screen, it’s vital to get to know your own audience and the metrics that matter to your relationship with them. 

With that being said, here are some metrics that you can use to determine whether your campaign is working:

  • Click-through rate. This is the percentage of people who clicked on at least one link in your email compared to how many people received the message.
  • CTOR. Also known as the “Click To Open Rate”, this measures the percentage of clicks compared to the number of people who opened the email. Note that this is different from click-through rate because it only considers people who actually opened the email (vs all people who received it in their inbox). 
  • Response rate. Rather than using a “no-reply@...” sender, try sending emails from a “yes-reply@...” address, and invite your audience to share their thoughts or feedback on the message. This works especially well for newsletters, where recipients may want to respond to your ideas. As BEE CEO, Massimo Arrigoni, says in his LinkedIn post about using a yes-reply sender, “We spend lots of time and money acquiring and engaging customers: why on earth would we not want a conversation?

How to run a re-engagement campaign when your metrics are low

If you’re starting a brand-new list, engagement might be the easy part. But when you’re new to a company and inherit their existing list, or if you’ve neglected your own list for some time, then it’s often an uphill battle to get it back up and moving.What do you do when you’re sending emails only to be faced with low opens and very few clicks? Summon the re-engagement campaign.Re-engagement campaigns have two main goals:

  1. Figure out who still wants to be on your list 
  2. Understand how to make your content better 

While there are many strategies for re-engagement, the first step to take is to talk to your target audience. Go sit in on client calls. Join Facebook or Slack groups. Participate in webinars. Read YouTube comments. Do anything you have to do to understand what your ideal customer wants to see in their content.Then, don’t be afraid to take chances and change up what you’re doing. In our live, Kait shared a very simple tactic to understand her audience: she included a thumbs up or a thumbs down in every email.Thumbs up 👍: This email is helpful to me.Thumbs down 👎: This email could be better.Based on these results, she was able to create content that met audience needs (and increased engagement in the process!).

Email mini survey

Enhance your engagement campaigns with BEE Pro

All of the Email Design Blog emails mentioned above are created using BEE Pro. Add buttons, make surveys and more with an easy drag-and-drop interface. You even make landing pages for your surveys using the page builder.

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2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. 

At Beefree, we’ve had a front-row seat to all the incredible ways you scaled your email production. With templates that sped up creation and workflows that brought your team closer, you’ve redefined what it means to create emails that inspire and deliver.

Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you. 

Total number of emails created: 1,648,180

That’s right—over 1.6 million emails were crafted using Beefree this year, each one a testament to your creativity and efficiency. Everyone from small startups to large enterprises, and teams across the globe harnessed the power of Beefree.

The templates that powered your success

Out of the 1.6 million emails created this year, 178,199 started with a little help from our template catalog.

Our most loved categories included:

  • Templates for Gmail & Mailchimp: Whether you were crafting a campaign or a one-off blast, these platform agnostic templates made it easy to integrate design and delivery effortlessly.
  • Password-reset emails: You proved that even the most utilitarian messages deserve to be noticed.
  • Notification email templates: From order confirmations to system alerts, these templates kept your communications clear, concise, and on-brand.

These favorites highlight a vital truth: even the simplest communications can leave a lasting impression. Templates have become your secret weapon, allowing you to hit the ground running, save time, and focus on the creative flair that makes your emails stand out.

(source)

Total time saved per week: 2 hours

Time is money, and in 2024, Beefree users saved big. On average, 59% of users shaved off at least 2 hours per week on email creation, giving them more time to focus on strategy, creativity, and all the other things that make their emails shine. But that’s just the tip of the iceberg.

An impressive 81% of users reported being able to design emails at least 3x faster since implementing Beefree. What used to take hours now takes mere minutes with pre-designed templates and built-in collaboration tools. 

(source)

More time saved = more time to design

By cutting down on the nitty-gritty of email production, like formatting, coding, and repetitive edits, Beefree gave you the freedom to focus on what truly matters: design. 

With more time on your hands, you experimented with bold new layouts, fine-tuned your visual storytelling, and perfected those interactive elements that kept your audience engaged.

(source)

84% of Beefree users saw an increase in design quality after implementing our tool and 84% have increased on-brand email creation by 50% or more. 

Think about it: The less time on production meant more time to think creatively and innovate.

New height reached 

With more time on your hands and even more accessible design solutions, 2024 became the year you pushed boundaries and achieved more than ever before. And as your email production scaled, so did your ambitions. 

This surge in productivity and creativity signaled that you were ready for the next step—a plan that could grow alongside you and offer even more tailored support for your evolving needs. Recognizing this, we launched our Business Plan in May, designed specifically to meet you where you’re at. 

This plan was crafted to offer the advanced features and scalability that busy teams need, like enhanced collaboration tools and more customization options. 

Is the Beefree HTML Email Builder Right for You? >

After upgrading to a paid plan, 41% of Beefree users saw an ROI in just under a month! 58% report that Beefree has been a KEY part of scaling their email programs. 

(source)

Beautiful design matters 

A well-crafted email design does more than look good; it communicates your brand’s personality, values, and message in a way that’s instantly recognizable and engaging. It draws the reader in, guides their eyes through the content seamlessly, and encourages action, whether it’s clicking through to a website, signing up for an event, or making a purchase.

In 2024, you embraced the power of beautiful design like never before, and you were rewarded for it. Beefree users increased their CTR by an average of 25%.

The marketing ROI on the one email alone was immeasurable. Open rates increased by over 20%, engagement rates by 31%, and best of all, the subscribers fell under a healthy .1%. All are driven by the creative firepower of Beefree. 

Aimee Meester
, Founder and CEO, Madison Taylor Marketing 
Read the case study

In a digital landscape where first impressions are everything, beautiful design isn’t just nice to have—it’s a necessity. And with Beefree, creating visually appealing emails has never been easier, empowering you to continue delivering designs that captivate and convert.

We can’t wait to see what you create next.

Design Award-Winning Emails with Beefree

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A few weeks back, we kicked off the first-ever 2024 Really Good Email Awards (cue the confetti). The “award show” was paired with downloadable resources sharing the ins and outs of what made these emails winners. Today, we’re taking it one step further and sharing how you can build award-winning emails in Beefree.  

But first, what is an award-winning email? 

Winning emails like Miro’s welcome series and the AllTrails x Calm collab didn’t just meet expectations—they redefined them. Besides being the most loved by the RGE community, the winning emails beautifully balanced creativity, trends, and best practices. They gave us insight into the future of email design and how to break the rules intentionally. 

While each email was different in its own unique way, we noticed a consistent pattern in them all: On-brand, but never boring. Let’s take the emails by Sundays as a really good example of staying on brand. Everything from their Black Friday emails to their order confirmation emails follows the same brand guidelines, ensuring a cohesive experience at every touchpoint. 

Resource from our Award Ceremony

This realization was validating! As marketers, we know how important presenting a cohesive experience is for brand recognition, awareness, and loyalty. But as passionate designers, we're always looking at the next cool design trend. This pattern of "on-brand, yet never boring" pushes us to explore new and creative ways to showcase our branding and spread our message.

Designing on-brand, never-boring emails with Beefree

Beefree makes balancing creativity with your brand guidelines seamless. Its combination of brand management, productivity solutions, and a no-code drag-and-drop editor enables everyone to create beautiful designs that inspire people to action and drive results. 

uevi.co/4075ZNTX

Step 1: Set your brand guidelines

Your brand, your rules. Lock in colors, fonts, and logos so your emails look like you —even if Greg from accounting gets a little too creative with the copy. 

There are several ways to set your brand guidelines in Beefree, but our favorite is to use our “Get Brand Styles” feature, which can be accessed in your workspace’s style settings.


Once you’re in your settings, click on “Get brand styles” and input your website’s URL. From there, Beefree will retrieve your brand’s colors, fonts, and social links. You can learn more about this feature here

Once you import your brand’s essentials, you can continue to add brand elements. You can get as granular as you’d like. From a predefined width for emails and pages, to the appearance of your CTAs. 

With our Advanced Style Kit, you can even set predefined background colors, set the appearance of lists, and tables. 

Once you add your style settings, every email your team creates with Beefree will have the same brand colors, icons, links, fonts, and whatever else you decide to assign. Now, let’s say you want to take things one step further. 

Step 2: Create re-usable content blocks 

Beverage brand and winner of our Endless Cheer Award, “Athletic Brewing,” is a great example that following a template doesn’t have to be restrictive. 

All of their holiday templates follow a similar layout: A hero section with a standout image, a large title, body text, and a CTA followed by a similar content block below. 

Resource from our Award Ceremony


Beefree’s Saved and Synced Rows are an easy way to build out templated layouts for your emails. Most users turn frequently used content blocks, such as headers or footers, into Saved Rows so they can easily use them in other designs. You can also save rows as “Synced” when you want to apply any changes made to a row to all of your other email templates. 

You can find all of your Saved and Synced Rows in the builder's Rows tab by selecting “My Saved Rows.”

Templates and re-usable content blocks aren’t just made to help you speed up creation time; they’re about allowing you and your team more time to be creative. The less time you spend worrying about what layout to create, the more time you can spend coming up with clever messaging or taking high-quality product shots. 

uevi.co/1491YKUH

Let’s get to the fun stuff.

Step 3: Bring your visions to life 

In our downloadable resource, we shared the characteristics of each email that made it stand out. We highlighted key elements such as persuasive copy, value-driven content, actionable CTA’s, interesting layouts, and so much more. 

We could spend hours sharing tips and tricks to emulate the award-winning characteristics of an email, but for now, we’ll share some of Beefree’s features that can help take your emails from “meh” to “Why didn’t I think of that?” 

Display conditions

Why settle for one-size-fits-all when you can design emails that feel like a direct DM to each recipient? Beefree’s Display Conditions feature allows you to pick a condition (or write one from scratch if you are technically savvy), apply it to a row, and thus show different content based on the recipient. 

We can see a great example of how Display Conditions could be used in Rael’s award-winning email below: 

Really Good Email Awards Deck

The “Hook, Line, and Sinker” Awards goes to Rael for its charming abandoned cart email that feels like a warm reminder rather than a hard sell.  Instead of just pushing one product, the thoughtfully curated product suggestions make it easy to explore complementary items. 

uevi.co/7663GXCO

Interactivity

Throughout all winning emails, we saw brands bring their message to life with movement. Whether they used videos, gifs, icons, or crafted visually interesting layouts – making their emails interactive was crucial in getting our attention. 

Resource from our Award Ceremony

With Beefree, you can turn your designs into playgrounds. Easily add videos, GIFs, countdown timers, surveys, hover effects, and more. To see what’s possible, we recommend browsing through our template catalog! 

Mobile design mode 

Part of crafting a truly on-brand experience is ensuring that your brand looks good anywhere. Beefree takes responsiveness and dynamic design to the next level by allowing you to create custom mobile experiences. With Mode Design Mode you can re-arrange, re-size, and remove elements for smaller screens. 

uevi.co/2498UJQM 

Step 4: Let AI take care of the little things 

Creating award-winning emails takes vision, creativity, and time. But let’s be honest—sometimes, the little tasks, like tweaking ALT text or sourcing the perfect image, can slow you down.

With Beefree’s AI-powered solutions, you can let your eager intern handle the busy work while you focus on making your emails unforgettable.

AI Image Generator

Struggling to find the perfect image? Beefree’s AI Image Generator lets you create custom visuals that enhance your email’s message. Just add an image block to your email and in the Content Properties panel on the right, click “Create with AI,” then fill out the details. For additional prompt suggestions visit this support page

Alt Text Generator

For us, alt text isn’t just a best practice—it’s essential for creating accessible emails. But crafting the perfect descriptions for every image can feel like a chore.

 Beefree’s AI ALT Text Generator takes care of it for you, automatically generating accurate and descriptive ALT text for your images, gifs, icons, and stickers. 

AI Copy Assistant 

When Greg from accounting gets a bit of writer’s block or when you need a little help writing a catchy CTA, AI is here to help generate bold and fresh ideas. 

Ready to start designing? 

A really good email involves a balance of best practices and bold moves. The winning emails didn’t just make an impact; they set the standard for what’s possible in email marketing. Now, it’s your turn to take the lessons, insights, and inspiration from these campaigns and channel them into your next great idea. Start designing with Beefree for free!

If you’re looking for even more inspiration or tactical takeaways, don’t forget to download the deck or watch the Award ceremony replay! 

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