ExactTarget – Using Reengagement to Drive Revenue and Deliverability in Email Marketing
Ah yes, the wonderful world of reengagement. It’s easy to think that once a subscriber provides you with their email address, they’re yours for life! But in reality, they could un-engage and start ignoring your communications at any moment.
Subscribers stop engaging for a number of reasons—message volume, frequency, irrelevancy, etc. But many retailers are sitting back and watching this happen, without adjusting their programs to reengage these subscribers. In fact, many marketers continue sending the same messages at the same frequency to lists where more than 50% of the subscribers haven’t opened or clicked on an email in more than six months.
Revenue. Consider this—if over half of your subscribers aren’t opening your emails, then over half of the cost you spend to send these emails is being wasted. Now consider these costs over a six or twelve-month timeframe, and it’s easy to see how lack of engagement has a negative effect on your bottom line.
Deliverability. Internet service providers (ISPs)—Gmail in particular—increasingly use engagement data to assess sender reputation. If ISPs start to notice that a high percentage of your emails are being ignored by their user base, they’ll start sending your messages to the junk folder—or even block your sends altogether.
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