Healthcare writer - Lucy Kim
By Lucy Kim
Columnist, July 1, 2021

When’s the last time you really looked at your CRM database? Not just the number of people in it or high-level metrics, but dove deep into who is engaging with your content, how often and how that can impact your program?

If you’re involved in a CRM program in any way, chances are that the word “engagement” is a buzz word. After all, how much (or little) that people engage with your content could be an indication of how well your program is performing. Do you have a really high open rate? Most likely you have the art of subject lines nailed down. Or perhaps your CTOR is off the charts. You know how to keep a reader’s attention.

There will be different levels of engagement from reader to reader in any database. While the initial goal of a new CRM program may be to acquire as many users into the database as possible, you’ll see over time that it’s not just the size of the database, but the quality of engagement that matters. You can have over 100,00 people receiving your emails, but if only a handful of them are actually engaging with it does that mean your program is successful?

One way to analyze CRM engagement beyond the traditional open and click rate is to find who your Super Engagers are. What defines a Super Engager and why is it important? A Super Engager might look different depending on the type of program, but it generally is someone who not only opened multiple emails, but took action within the email. Most importantly, a Super Engager is responsive. Identifying your Super Engagers can grow the qualified leads coming into your program, help solve some of your business’ challenges and make a greater impact on your readers.

While there are different ways to go about finding your Super Engagers, here are some ideas to get you started:

  • Divide your database into two groups: “active” users that are currently receiving emails and “graduated” users, which are those that unsubscribed or naturally ended their cadence
  • Put the “active” users into categories: those that opened 1 email, 2 email, 3+ emails, etc. The number of categories you have will depend on the size and length of your cadence
  • Identify which group are your Super Engagers: in this example, those that opened 3+ emails would be our Super Engagers
  • Find common attributes among these users: this is where you find nuggets of gold. You may uncover key characteristics that your Super Engagers have in common, such as emails/CTAs they engaged with the most or what media source they enrolled from

Now that you have your group of Super Engagers, what can you do with them? There are endless ways to utilize your new found data, including:

  • Conduct a market research study: you know Super Engagers are responsive. Why not tap into them to gain a better understanding of dislikes/likes of the program or utilize them to test out potential messaging?
  • Build look-alike models: now that you know the common attributes of your Super Engagers, you can use this to build look-alike models of your target audience and help inform your customer acquisition strategy

Whether your database consists of 500 people, 5000 people or 50,000 people, it’s what you do with the data that matters. Taking the time to analyze your Super Engagers will enhance the reader’s experience and strengthen the relationship you have with those in your program. Having a large database is impressive, but making an impact on your readers is what really makes a CRM program successful.

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