“It’s been a while, did we do something wrong?” Rethinking the reactivation program

Posted by Spike Email around the web, Opinions and commentary

Why every email you send is a reactivation message

Keeping your email subscribers engaged over the long-haul is one of the biggest challenges for email marketers. Inevitably opens, clicks and transactions tail off over time as the initial novelty of joining your list starts to wane, and acquiring new subscribers can be costly. That’s why reactivation programs have long been employed to try and reduce long-term subscriber apathy and ultimately, list churn.

They take a number of different approaches, from the bold ultimatums aimed at keeping mailing lists lean and mean “click now, or you’re off the list” through to softer “did we do something wrong?” messages which offer a survey, discount or other incentive to tempt people back.

Read the full article from Alchemey Worx