Email Opens/Clicks More Important Than Complaints, Says Epsilon's Jalli
The increasingly social environment of digital communication is changing the way marketers need to view email. Facebook Messages is only stepping up a trend that's been emerging for a couple years—that consumers are only engaging with what they like. Quinn Jalli, vice president of deliverability at Epsilon, says marketers need to stop thinking about email deliverability in terms of complaints.
At this point, don't worry about annoying consumers—worry about pleasing them, Jalli says. For the past year, the Irving, Texas-based marketing services firm has been telling marketers to focus on "positive metrics like opens and clicks," Jalli says.
"If 40 to 50 percent of your users are opening that email, it is—almost without even looking—a great sign that your complaints are extremely low," Jalli says. "In the era of Facebook, it's going to be front-and-center in [email providers'] thinking, … 'Which marketers please our consumers?' "
For that reason, Jalli says, Facebook Messages is probably going to be a spam-free environment.
Taking a cue from this, Jalli believes marketers will begin removing recipients from their email lists who aren't opening and clicking. Plus, they'll be more innovative and creative to keep those who are engaged as active as they can.
"In the email world that Facebook's rolling out, I think what companies are going to have to pay attention to is not just [those] who are consumers," Jalli says. "Because there are types of consumers: the occasional consumer, the consumer who only buys once every three months or—in the case of an apparel vendor—someone who buys for 'Back to School.' [Marketers] need to know how to not only identify those occasional consumers, but how to market to them. So if they only open emails at back to school time, maybe you find a way to classify them as 'back-to-schoolers' or 'mothers.' "
In other words, Jalli says, customers who buy once a year should receive emails once a year, and those who subscribe to daily content—such as magazine newsletters—should get daily emails.
"It's about people who open [emails] and interact," explains Jalli, "and then adjusting your deployment strategy to match your consumer's consumption."