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 — March 2016 Edition

Deep Thoughts in Email Marketing — March 2016 Edition

Continuing the monthly tradition of providing you deep thoughts that will perhaps spawn a little laughter or a little chatter amongst the email brethren. Imagine a day where every single email marketer and every single spammer pressed the send button at the same time. I wonder if English teachers secretly want to grade the grammar from emails they receive from retailers. Would using the SL of “Open now to unsubscribe” in a campaign to your inactives work? How would DOI work at the POS register at your local retailer if you didn’t send an email to confirm? If the US Postal services eAppended the entire country into their DB, what would be the appropriate thing to send first? I think its funny when I get an email about an email conference in my spam folder. Has there ever been an incident where a deliverability consultant turned to the dark side and became a spammer? Enjoy....
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Seven Deep Thoughts On Email Marketing for February

Seven Deep Thoughts On Email Marketing for February

I use to laugh when Jack Handey conveyed his deep thoughts on SNL. I keep a notebook full of my own deep thoughts that I’ve collected over the last 11 years. I would like to share a few of them with you. Perhaps some of them will spawn a discussion at the office or in an email community. 1. The time you spend thinking of excuses for why you are not testing could be spent thinking about tests to execute and implement. 2. People have been predicting the imminent death of email marketing for years. I wonder how many of these folks have bought something or been influenced in some way by an email in the last 12 months. 3. Has there ever been a legitimate email about Viagra? If so, was it flagged as spam? 4. If someone signed up for your email program and never engaged in a single email, does creating a re-engagement program make sense? 5. Do spammers have business cards and,...
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Thinking like your subscriber

Thinking like your subscriber

My kids are finally old enough so that I could take them to one of my favorite lunch places (Panera) instead of having to be stuck somewhere with a play area. When I got to the register, the cashier asked me if I wanted to join their just-launched loyalty club – MyPanera – where I could earn points for each purchase and get rewards automatically. Two hungry kids were not going to like standing there while I filled out forms. But before I could even say that, the cashier said “I see you are anxious to eat with your kids – you can fill this out at home on your computer. Here are the member cards including one that you can put right on your keychain. I’ve already swiped this so you will get your first reward when you login.” What a great customer service moment! She correctly read my situation and anticipated what would be the best thing for me. When...
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