In the past we’ve written about the importance of keeping subscribers engaged. A recent Exact Target Blog post focused on re-engaging contacts notes that defining your un-engaged subscribers and segmenting them are the initial steps in building a re-engagement campaign. Elaborating on the point of segmentation, it’s easy to start out by removing contacts that are not engaged from your main mailing list. However, it’s important not to simply stop there and to segment your unengaged subscribers as thoroughly as you would your engaged subscribers. Some examples include:
- By length of time on your mailing list
- By type of mailing received
- By how they were added to your mailing list
Thoroughly segmenting your un-engaged subscribers can help increase the relevance of your re-engagement efforts and provide insight on how to keep current subscribers engaged.