Are You Sabotaging Email ROI by Ignoring the Subscriber Experience?
Do you have a re-engagement/winback program in place? If yes:
- How many emails are included in this program?
- What are the business rules?
- Does re-engagement differ across segments?
- What are the creatives and subject lines?
If this exercise was exceedingly difficult or you were unable to answer all of these questions, I highly recommend that you give yourself (or someone on your team) some homework. All of these questions can help you better understand the subscriber experience and where breakdowns may be occurring.
If you were able to answer all of the questions above, they likely highlighted aspects of your program that need further review or even a complete overhaul. This exercise can draw attention to areas of opportunity and risk that are often missed when focusing on brand oriented KPIs and campaign level detail.
By identifying areas of focus and having associated metrics, marketers will be better equipped to make meaningful changes that help promote YOY growth and contribute to a more rewarding subscriber experience. While one blog post can’t possibly address all of the issues associated with subscriber experience, there are tons of tools, platforms, resources and blog posts that tackle each of these topics.
Is there a specific topic that you’d like to hear more about? Please comment on this post! I’m always looking for new content to write about.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”