Let’s Talk Re-Engagement Strategy

Let’s Talk Re-Engagement Strategy

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...
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Two Views That Undermine a Healthy Email Testing Strategy

Two Views That Undermine a Healthy Email Testing Strategy

I’ve been working in email marketing for many years now, on both the client and agency sides. In both situations, I’ve gone head-to-head with two types of attitudes that can be destructive to a healthy email testing philosophy: “We’ve tried that before and it didn’t work.” “We’ve always done it that way.” These sayings demonstrate an attitude that can undermine the growth and optimization of any email program. “We’ve tried that before and it didn’t work.” Yes, I’m an advocate for learning from your mistakes and not repeating them. That being said, times change and sometimes those strategies and tactics that didn’t work in the past may prove fruitful in the present. When faced with this attitude, start by clarifying what was done in the past, and how it was measured. How do you quantify/qualify what “it didn’t work” means? What did you test? What was your goal? What did you measure and how? Did you ever retest? Where is the data that shows...
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