Effective email campaigns rely on engaged subscribers—but most of the people on a typical list have gone three or six months without opening messages or clicking through. "It is truly a sad state of affairs when marketers are immune to the fact that at least 60% of email recipients ignore communications," writes Ryan Deutsch in an article at MarketingProfs.

To help you get your engagement rates up, Deutsch offers a handy checklist with questions like these:

Do you have a welcome series? These multi-email campaigns give new subscribers a crash-course in your program, telling them about the content you provide and how often it will arrive. "The more they understand and believe in the value of your program," Deutsch says, "the better their engagement with it will be."

Do you use automated triggers? Stay relevant by sending messages triggered by behavior or personal information. "Purchases, browser behavior, life events, and alerts/reminders are all examples of ways marketers can trigger email communications," he explains.

→ end article preview
Read the Full Article