Email Engagement’s Hidden Benefit: 5 Early Warning Signs of Customer Attrition
5. Timing appears to be affecting engagement
Keep track of how sending time affects engagement—and not just your sending time. If your competitor is sending in the evenings now, and your read rates are suddenly dropping, test different sending times. Try sending your messages earlier (to connect with subscribers first), or later (to be displayed higher in the inbox than competitors).
Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T, and GTE.