‘7 steps for re-engaging your email subscribers’ – Marketing Land
Sol Orwell says, “As the internet and technology have progressed over the years, marketers have realized that the old-school approach of email still generates some of the best bang for the buck.
While email is a top generator of marketing dollars, far too many people take a simplistic approach and don’t use it to its full potential.
One of the most obvious areas where companies fail is with re-engaging customers who are no longer interested in what you have to offer.
Cleaning up your email list makes sense, as people who don’t open your emails are dead weight that’s costing you money. Every single email service provider (ESP) charges you based on the number of emails you send. If you’re sending emails to people who are no longer opening them, you’re still paying for that privilege.
Furthermore, companies like Google look at overall open rates when they receive emails from your newsletter. Lower overall open rates mean it’s more likely Google will filter your emails into the spam folder — somewhere you definitely do not want to be“.
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