Tag: subscribers

Subscribers are like Volcanoes

Subscribers come in all shapes and sizes, however, its not how they look and weigh that is important; but how they behave and interact (with you, the marketer). And it is in this respect that subscribers are very much like volcanoes.

Like volcanoes, subscribers can also be classified as: Erupting, Active, Dormant, and Extinct.

Erupting volcanoes burst with activity and are vital for life and earth’s ecology. Similarly, such subscribers are very important for the success of your email marketing campaigns. They engage, convert and respond to you with least effort.

Active volcanoes have great potential to erupt. Similarly, subscribers who seem calm but have been full of activity in the recent past can easily be re-ignited with the right communication and targeted content.

Dormant volcanoes are volcanoes that used to be active but haven’t shown any signs of activity in the recent past. Such subscribers are like a Question Mark, your efforts should be focused at trying not to lose them. With careful communication and re-engagement strategies you should be able to win some back.

Extinct volcanoes have no history of eruption in considerable past and are not expected to erupt in comparable time scale of future. Subscribers that fall under this category, unfortunately only add cosmetic value to your database (Size!). They are cost heads that hardly provide any return and worse; they can even affect your sender reputation and deliverability.

Identifying such segments is the first step towards defining your communication strategy for your subscribers. By classifying subscribers into appropriate buckets you’ll be able to channel your efforts to:

– Ensure Erupting subscribers stay Erupting

– Push Active subscribers to move to the Erupting state

– Convert the Dormant subscribers to become Active and consequently Erupting

With careful and infrequent communication identify how many Extinct might still be Dormant.

On paper this approach looks simple and elegant, but how do we ensure that at a given time of day we have the most updated information on these segments? In other words, your subscribers will keep jumping from one category to another, how do we ensure that every jump is recorded and tagged in real time?

Well, we have a super awesome magic potion just for this very purpose, get in touch and one of our wizards will fix this up for you in no time.

 

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The “do not reply” Paradox in email communication

I like surveys, more than surveys I like to share my opinion.

The other day I came across an email asking me to fill in a questionnaire. As I read through the mail, I reached the footer that opened with “Please do not reply to this email”. This completely put me off.

Email marketers fight for a very competitive inbox space. Even with the most engaged email list; email marketer can hardly think of obtaining 100% subscribers attention all the time. In other words emails sent to even  engaged subscribers are often left unread.

When email marketing is referred to as Interactive digital marketing, It beats me why some email marketers would cut interactions with their subscribers with a do not reply message. If anything they should encourage people to reply. This is valuable feedback and the best part is; it comes for free!

Some people might counter this with arguments on scale of mails sent, lack of resources, etc. Email communication is not a one way mass communication. It is a direct digital communication that needs to be interactive in nature.  I don’t think there is any excuse valid enough for trying to ignore replies.

Incoming mails can be easily filtered and sorted by mail clients. Furthermore, ticketing systems can scan messages and even automatically respond to general queries or redirect people to a FAQ section. If it is a long reply and cannot be automatically responded to, may be it is worthwhile to have it read by a person! The interactivity could be made even simple by letting the subscribers answer to a set of choices, which makes the marketers job simple to find the trends of their subscribers.

A two way interaction / conversation ensures an on going dialogue and an on going dialogue ensures sustainable success of email marketing campaigns.

Do not reply message and donotreply@ email addresses suggest you don’t really care about your subscribers and that your communication flows one way. Such marketers usually end up with unengaged subscribers, or worse subscribers put an end to their subscription.

 

 

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