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ExactTarget – Using Reengagement to Drive Revenue and Deliverability in Email Marketing

ExactTarget – Using Reengagement to Drive Revenue and Deliverability in Email Marketing


Using Reengagement to Drive Revenue and Deliverability in Email Marketing

By: ExactTarget

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.

IMPLICATIONS

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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