Retention Programs Start With Defining An Inactive Subscriber

Retention Programs Start With Defining An Inactive Subscriber

Retention Programs Start With Defining An Inactive Subscriber This is an updated repost of one of our most popular blog entries. As this information is still highly relevant and valuable to those looking to understand email design challenges, requirements, and solutions regarding responsive design, we wanted to share it again. Enjoy. I have been reading a lot of posts recently on how you should reactivate your inactive subscriber base.  Some email pundits agree that with a good strategy and program you can reactivate a portion of your inactive subscriber base and once again make revenue off of them. Other people say that reactivation programs don’t work well sometimes and are not worth the effort.  There are of course other views that people have and for the most part, all of them are right. You see, reactivation programs are not for everyone or every company.  Some will succeed and others will fail where they shouldn’t have. I truly believe that all reactivation programs...
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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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How The Daily Deals “Fading” Business Model Affects Email Marketing

How The Daily Deals “Fading” Business Model Affects Email Marketing

The daily deals business model is in trouble and many people are claiming that their doomsday predictions of 1 or 2 years ago are now coming true.  Last week Groupon reported another quarter of disappointing earnings and while the other daily deal companies are not disclosing anything, my assumption is that they are dealing with some significant issues as well.  Deal and particularly email fatigue could be settling into their subscriber/customer base and along with the increasing pressures of merchants not wanting to strangle margins might be coming back to bite the daily deals/local commerce space. I left Groupon over 2 years ago and have been silently following the marketplace as it has evolved, especially around how companies are "doing" email.  By in large, most daily deals/local commerce sites are still relying on the promotional push at 5 am to sustain their business while I see no attempts to re-engage me or get me excited about their brand via email.  I...
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