If your campaigns' engagement metrics are declining over time, you should look in the below tips in order to help reverse and resolve the issue.
Tip: This is different from when a sudden change in volume, data quality or frequency, causes a block or delivery issue.
The strategies to help reverse and resolve this:
- perform sign-up marketing - get more people signing up
- perform sign-up validation - trap errors, stop typos, and validate new sign-ups
- review oldest data - go back further than Emarsys data: which contacts have been on the list for 2+ years and never visited the website (or never clicked a link is a good approximation) - and delete that data. There have already been 2 years of "re-engagement"
- introduce new marketing streams: welcome; re-engagement
- introduce new contact - bring social media and blog content into emails to give more reasons to open emails
- send more emails to the people visiting the website - 5 emails a month to the most valuable and most active contacts is too low for most businesses
- use Smart Insight to help with all of the above or do it manually
Related content