There are few things more frustrating than reviewing data from a lackluster email campaign and trying to guess the reason behind your low open and click rates.

While it’s true a little bit of data is better than no data at all, that’s kind of like saying one contact lens is better than none. Sure you can kind of see what’s going on but it would certainly be a lot more useful to get the whole picture. Well, in this metaphor consider StoneShot your optometrist and engagement tags your new prescription.

We’ve discussed engagement tags before as one of the many tools which make engagement scoring work as a whole, but never in the detail this versatile piece of tech deserves. There are a number of techniques and strategies you can use to employ engagement tags across your various email campaigns, each of which providing a deeper insight into what your clients really want from your digital communications.

The following examples are the most common engagement tagging strategies utilized in the StoneShot app, each serving a specific and valuable purpose.

Communication type

The primary goal of segmenting your email campaigns with engagement tags is to identify which type of content your recipients are engaging with and which they are ignoring. Breaking down your post-campaign reporting in this way will give you the insights needed to more specifically target certain advisors with their desired types of content. When you tag by communication type, be it by event, market update, fund promotion, newsletter, or any other category of email you send, you can easily differentiate who is interested in what to optimize your results in future campaigns.

For instance, say you send 10 different emails featuring a variety of content to a client and they open 3 out of 10. With traditional lead scoring tools you would have no further insights beyond the fact the campaign was unsuccessful and the client is moderately interested, but when you tag your emails by their communication types you would be able to tell out of the 3 emails opened, 100% were fund promotions. With this deeper insight you can decipher what type of content people actually want to see, which eventually sharpens your email campaigns into precise, effective marketing tools.

Asset class

Tagging your campaign by its asset class is just another step deeper into the granularity of your post-campaign reports. Having your campaigns segmented by asset class allows you to separate your recipients into groups which more accurately reflect their areas of interest. Fragmenting your overall audience in this way will offer a unique view of your campaign performance when reviewing post-campaign data.

This is yet another strategy which, when used effectively, will have a significant effect on eliminating email wastage and bounce-rate. After a few campaigns using this tagging strategy, you will be able to isolate those which have an interest in each asset class and target them more efficiently to increase open and click rates while cutting down on bounce rates.


Getting down into the most granular and specific type of tagging, tagging by product allows you to dive deep into what your clients really want. If you are promoting a wide array of products at one time through a multitude of email campaigns, creating a tiered system of tags becomes an extremely effective strategy. You start at the top by defining the broad communication type you are using to promote the product, followed by the asset class it belongs to, and finally the specific product itself. By doing this you create a dynamic matrix of granular data from which you can pick and choose metrics to compare on the real-time responsive graphs in the StoneShot app. The more granular data allocated from various campaigns, the deeper the insights become until you build a fine-tuned machine of email marketing, all based on relevant, actionable data.

The best part about adopting a tagging strategy is the amount of freedom you have to customize every bit to your liking. Keep in mind the strategies listed here are just the most common uses of this helpful feature; every person using the app has a slightly different strategy from everyone else. You are put in the captain’s seat of your campaigns so you can maneuver and innovate tagging strategies within the system that are totally unique to you and your needs.

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