‘Email Win-Back Programs: Do They Work?’ – ‘Marketing Land’ Article
The latest article on ‘Marketing Land’ is titled “Email Win-Back Programs: Do They Work?”.
Tom Sather says, “For any marketer, not just email marketers, retaining customers is an important yet challenging task. Inactive subscribers present two problems to email marketers: one is obviously the lack of conversions or purchases that are the lifeblood of businesses; the other is reduced deliverability.
As spam filters rely more and more on subscriber engagement, having a high number of inactive accounts can cause a business’s emails to be delivered to spam, which further depresses response and conversion rates.
Win-back campaigns are used to combat inactive addresses, and they allow marketers to remove subscribers that are truly inactive. But, do they actually accomplish this?”.
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