Visual Contenting April 2016 | Page 54

EMAIL MARKETING You spend a lot of time and money crafting emails that are engaging to the average subscriber, and when engagement levels (open rates, click rates, etc…) start to trend down for the average subscriber, it’s up to you to re-engage before you lose them altogether. Since investing in acquisition of new customers is six to seven times costlier than re-activating past customers, there is a huge value in investing in re-activation campaigns. In fact, 69 percent of American email users report having unsubscribed altogether from an email list because emails were sent too frequently. Another culprit is the junk folder, or sending delays. Even small delays between sending and delivery can cause problems, especially if emails contain timesensitive offers, like a flash sale. This can be caused by a number of t [