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Many email strategists and thought leaders will say that in order for an email program to be successful, organizations need to have relevant emails that drive conversion. In fact, someone has probably come up with a list of all the email types that should be in production without really understanding the impact each one has, or the amount of time they take to create.
As we all know, it’s easier and more cost effective to keep a subscriber/customer than it is to find a new one. Most retailers should have a re-engagement strategy in place when it comes to their email list. And by that I mean it should go beyond the standard “6 months no open/clicks and we send them an email” strategy. I have been part of many sessions, both on the client and agency sides, talking about re-engagement, and it always leads back to data around the optimal time to send email to get the subscriber/customer to do the thing you want them to do. But in fact, there are many kinds of re-engagement emails and strategies that organizations should consider: