![]() Having inactive subscribers harms your ability to get emails delivered to the rest of your list. And that’s not something you can do by blasting your whole email list with the same message. In addition to suppressing inactive subscribers, you can win back fading customers with targeted campaigns-as long as you’re paying attention to email engagement metrics. But if you send your customers content that resonates and at a frequency that works for them, you can keep landing in their inboxes. But since the brand isn’t segmenting-you’re over it and you hit the unsubscribe button. You’re happy to hear about their seasonal launches-but that relentless content in between? You’re just not interested. With that brand that you love, maybe you’re an occasional engager. It certainly won’t help you reach your business goals. When you send emails to customers who don’t engage, you harm your relationship with them and reduce their interest in your brand. This email frequency might be great for other customers, but not you-you just feel annoyed. Think from your customer’s perspective: Nothing is more annoying than getting dozens of emails from a brand that you’re not engaging with-it just feels like they’re not listening.Ī brand that you once loved is now crowding your inbox, sending you emails that you don’t care about, and leaving a bad taste in your mouth. It’s the key to building a high-performing email marketing channel. ![]() Keeping a clean email list is the process of keeping your subscriber list full of people who actually want to interact with you-and suppressing emails to folks who aren’t active. ![]() Maintain a clean email list for more effective email marketing
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