Engagement-Based Emailing

While some are trying to dispel the whole notion that mailing long-term inactives is a danger at all, there’s mounting evidence that smart marketers are taking prudent steps to improve their deliverability and email revenue by using engagement metrics. At Interact, Responsys’ annual user conference, there were many examples of clients implementing engagement-based emailing: that is, reducing email frequency to inactive subscribers and boosting email frequency to the most active subscribers.

via MediaPost Publications Engagement-Based Emailing 05/22/2012.

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