Every small business that uses online marketing to generate and nurture leads will run into this problem. They may need an email re-engagement campaign as a certain percentage of people on their marketing list will become unengaged. That means they will not have clicked on your email for 6 months to a year or more. The question from our client is:
How do I solve email marketing un-engagement?
First, this is a big problem, especially since many email providers are cracking down on emails from domains that have a bad reputation. That means they will put your email into spam if your domain has a bad reputation. (Domain refers to the URL you send email from, for example, firstname.lastname@example.org is our sending email and “placemakinggroup.com” is our company’s domain.) If your domain is flagged as bad, it will affect how your email is delivered to all your recipients. Un-engagement is a major culprit for ruining a reputation.
With email still being one of the most effective ways to reach your audience and garner conversions, it only makes sense that your business should pay attention to your email list engagement.
How can un-engagement damage your sending reputation?
Reputation is determined by the number of spam reports, the number of reported negative comments when they unsubscribe, and the number of bounced emails.
The other day I was on an unsubscribe tear since Gmail charges for used space, and unsubscribing is the best way to save space. I found that almost all systems have some version of an unsubscribe survey.
If a recipient selects “I never signed up” or “the emails are inappropriate” or “The emails are spam”, this will damage the reputation of your domain for most major email providers.
Two practices you should use to avoid un-engagement and a negative email reputation.
Make sure your subscribers are opting in. Most marketing automation systems have a double opt-in option. Use it.
Incorporate high-value links in your emails, near the top of the email to encourage engagement.
One of our small business clients has a very robust email marketing program. They email frequently and most of the subscribers are actively engaged with the organization. However, the client provides a lot of content on their website where subscribers don’t need to click on an email link to get to it. When their email reputation was in question, the client incorporated more links in their emails to allow their subscribers to access “exclusive” email content not easily found on their website. This reduced the un-engagement rate.