![]() Sending emails to inactive addresses impacts mailbox placement. Dun, dun, dun…)Īnother benefit of getting rid of the dead weight of inactive recipients, is that this weight is impacting your open rate. Once they click the spam abuse button you are no longer able to send any email to that address. This allows those recipients the ability to opt back in to future emailings. Your re-engagement campaign should allow recipients to opt out of your mailings by unsubscribing instead of hitting the spam abuse button. The other is to reduce abuse or spam complaints. The main reason is to get people to opt back into your program. The purpose of the win-back campaign is twofold. We’ll share some recommendations on what parameters you should use to scrub that list further on in this post, so keep reading… These addresses are what you’ll use to begin the re-engagement campaign. Meaning, every month you should start setting aside a block of email addresses that’s considered too old or inactive to be included in your regular emailing list. In the email space, a campaign means a long running program versus a single blast emailing.īy cleaning up your email list, you can set up a self-feeding list of subscribers for re-engagement. ![]() ![]() The time is now, what have you got to lose? Cleaning your email list for win-backsįirst things first, I want to highlight the word “campaign” in a re-engagement or win-back campaign. ![]() Then we’ll dive into designing a re-engagement or win-back campaign. In this two-part series, we’ll share best practices and how-tos to help you get your data back into tip-top shape by segmenting out inactive recipients from your database. The old way of living and working doesn’t really exist anymore, but in keeping with the art-of-tidying-up ethos spread by Marie Kondo - a silver-lining of this time in lockdown is there’s finally time to tidy up! Whether that’s cleaning out your closet, your basement, or (in this case) your email subscriber database, get rid of what’s not important, and keep the things that spark joy, as Kondo would say!įor most companies, an email subscriber list sits in the corner growing each year, but not being used to its full potential… Are those cobwebs? Well, it’s time to dust them off. We’ve now entered the era of the “new normal,” and it’s arrived with bells whether we like it or not. ![]()
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