Lionel Richie asked this question (well sort of) back in the ’80s, with his heartstring-tugging hit song Hello.
And you could ask the same question of your subscribers. You know, the ones who haven’t opened one of your mailings in a while. Or the ones who haven’t engaged with you in a way that shows they’re still interested.
Addresses from dead domains are like zombies. They exist in your list and look kind of like the real thing (i.e., valid addresses that you can send to). They may have been on your list for a long time, maybe since you started collecting addresses way back when. But, like zombies, they are mere shadows of their former selves.
When compliance folks like me talk about dead domains, we are referring to addresses within a sender’s list that are from domains which are no longer in business, or are no longer providing mail client services. Having addresses from these domains on a mailing list is an indication to any good compliance specialist that the list is in dire need of clean-up, or that the list owner may have purchased addresses. Neither of these scenarios is good for the client’s sender reputation, nor the ESP’s overall reputation.
What’s the most important part of any email marketing program?
Huh? Wha-? Not what you expected? Well, think about this:
Your subscribers joined your mailing list because they love your products, they’re crazy about your service, and they want to hear what you have to say. Setting expectations around how often your subscribers will hear from you, and then fulfilling those expectations, is the key to keeping them happy and getting the best results from your email marketing efforts.
Yes, it’s true. My grandmother knew a lot about email marketing and acquiring new customers – even though she never had an email address or even opened an email, and certainly never worked in someone’s digital marketing group handling customer acquisition budgets.
So how is it possible?
Is achieving your email marketing goals becoming more and more challenging? It might be time to take a look at whether your current ESP is still meeting your needs.
Are you experiencing any of the following issues?
If you want to increase email engagement, you can’t just send more email. Instead of getting a better response, you are just increasing your email sending frequency. It takes more than just, well, sending more to see a positive change in your email campaigns.
Try out the following tips to boost your email subscriber engagement…
Increase engagement through relevant targeted marketing communications driven directly by user behavior, profile or demographics — in real-time. Automating your emails is a great way to increase the success of your email marketing program, improve customer service and strengthen relationships. As compared to other email campaigns, automated event-triggered messages are the most effective at driving revenues because they are immediate.
The Email Engagement Challenge
Email marketing is an extremely valuable tactic for online marketers, and it’s only getting better: according to research firm eConsultancy, revenue from email marketing went up 28% in a single year. The companies who are sending effective messages that build email engagement are finding new prospects and nurturing existing ones down the sales funnel.
While many organizations are embracing social media marketing, email still remains one of the most effective tools for ecommerce and subscriber engagement. However, in today’s increasingly growing networked economy, improving customer relationships requires that you interact with them via multiple customer-facing channels.