Why Don’t Email Re-engagement Campaigns Work All the Time?

Why Don’t Email Re-engagement Campaigns Work All the Time?

By now, you have certainly experienced the occasional “We Miss You”, “We Want You Back,” or “It’s been awhile” emails, either in your inbox or as a campaign specialist who has sent these to your un-engaged subscriber base. Everyone likes to ask: Do these sorts of emails work? Well, for some brands they do. Other brands have mixed results, and for quite a few, they are a complete waste of time. I say this because most often these campaigns tend to be one-off batch emails where some arbitrary line in the sand of 5 or 8 months of some combination of no opens/clicks or purchases are segmented, usually using a template with a discount or incentive that's typical of what is normally sent out to the engaged subscriber base. The batch send is scheduled, and if you’re lucky, you get decent open rate and a super low conversion rate. In the following few months, when things are slow or upper management...
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Deep Thoughts in Email Marketing — May 2016 Edition

Deep Thoughts in Email Marketing — May 2016 Edition

  May not only brings flowers, but also deep thoughts about email marketing. Again. 1. It’s funny that something that was created in 1972 is still increasing in popularity today. You can’t say that about the Ford Falcon (XA). 2. An email marketer achieving “inbox zero” should either be shot or rewarded…not sure which. 3. According to everyone in every study ever done on email, the best time to send an email is never. This is because everyone ever surveyed says they are overloaded with email. 4. When an “oops” email is sent, is the email marketer secretly apologizing, or is it really the company? 5. Elitist Triple Opt-In: When a subscriber enters his or her email address, confirms by a click on the confirmation email, and the company then decides on whether or not to approve them for the program....
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