"We all know what email marketing is supposed to do: Engage subscribers. Build relationships. Drive action. Meet business goals. That's what the leadership team expects and what most email marketers are measured on. But if you want email to keep doing those things, someone inside your organization must take on a critical role. You need someone to advocate for your subscribers."
"One of the sticks was a mandated reduction in send quantities, enforced through segmentation. Each business unit would email only its engaged list, defined as anyone who had opened or clicked an email from that specific unit within the past two years. This isn't radical. It's a proven best practice that reduces irrelevant email (good for subscribers) while improving results (good for stakeholders). It's a win-win."
Email marketing must engage subscribers, build relationships, drive action, and meet business goals. A dedicated advocate for subscribers is necessary to protect list health and uphold relevance. Without such advocacy, send frequency and audience breadth can creep upward, causing disengagement and eroding opens, clicks, and conversions. Enforcing reductions in send quantities through segmentation to engaged subscribers (those who opened or clicked within two years) improves relevance and outcomes. Complementary support to strengthen subject lines, copy, and design lifts performance within smaller, targeted audiences. Unauthorized additions to sending segments can undermine controls and require monitoring and governance.
Read at MarTech
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