Email Expert Panel: The Re-Permission Campaign Debate Moderator: Chris Frasier, BlueHornet Networks, Inc. Panelists: • Pilar Bower, Optimization and Email Strategist, Red Door Interactive • Scott Geiser, Senior Digital Analyst, Yum! Brands, Inc. • Suzanne Shaughnessy, Senior Account Executive, FreshAddress
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Email Expert Panel: The Re-Permission Campaign Debate
As Internet Service Providers (ISPs) put greater emphasis on email subscriber engagement, it’s important to build a strategy around handling the addresses in your list that don’t appear to be responding to your campaigns. Is a re-permission campaign the right answer? Email marketing, deliverability, and email address experts weigh in on both sides of this debate, as they discuss the definition of an inactive subscriber, the pros and cons of customer re-engagement campaigns, and ways to improve your sending reputation and your bottom line with a cleaner, more active list.
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Email Expert Panel: The Re-Permission Campaign Debate
Moderator: Chris Frasier, BlueHornet Networks, Inc.Panelists: • Pilar Bower, Optimization and Email Strategist, Red Door Interactive• Scott Geiser, Senior Digital Analyst, Yum! Brands, Inc.• Suzanne Shaughnessy, Senior Account Executive, FreshAddress
Key Session Takeaways
> Know when & why you need to conduct a re-engagement campaign
> Identify strategic and tactical approaches to re-engaging subscribers
> Learn what to expect from your re-engagement efforts
Confidential—Do not distribute
Re-Engagement and Re-Activation
Re-Engagement campaign: Strategy
> Identify segment that need “re-engaging”> Conduct a group split on that list (break into smaller segments)> Create a split test program on creative and incentives> Run a deliverability test on each segment to identify potential issues in real time> Identify and resolve issues before sending to the next segment> Filter out bounces and don’t resend to them
> ***Click through tracking must be enabled to identify each subscriber who clicks. With a two-button system, a small % of subscribers may click on both. Don’t opt-out all subscribers who click on the ‘NO’ link; instead send them to the standard opt-out page so a second step is required in order to opt-out.
The Re-Engagement Challenge:What to do when email addresses are dormant or bouncing
50 million people change their email addresses each year.