The article critiques ineffective email marketing practices, particularly the use of re-engagement emails from retailers. The author expresses frustration over receiving unsolicited emails from brands based on incorrect assumptions about engagement. They argue that open rates are misleading metrics for gauging subscriber interest, especially with privacy measures affecting their reliability. The piece advocates for more thoughtful list hygiene practices that move beyond simplistic engagement metrics to avoid unnecessary clutter in subscribers' inboxes, particularly given the cyclical nature of retail sales.
Re-engagement requests have been popping into my inbox lately, making my marketer's mind melt. The senders assume I haven't opened their emails for a while, which is likely wrong.
When you think about clutter in the inbox - and you should because it's real and it annoys your subscribers - the last thing you want to do is judge the validity of your email based on engagement factors.
Yes, engagement matters in the wider picture. However, for retailers, especially seasonal retailers, engagement is not consistent from one quarter to another, or from one campaign to another.
The open rate is not an intent metric. Haven't we talked about this enough already? At best, the open rate is a directional metric showing you a trend.
Collection
[
|
...
]