Put simply, the longer a customer is on your email list, the less likely they are to open the email. Some of this is natural – customers no longer have the need for your offering. However, a great deal is down the customer getting fed up with your emails, receiving the same irrelevant content time and again with no perceived value of being on the list. So what can you do to keep your subscribers engaged for longer?
Start as you mean to go on
Customers will decide to open your next email based upon many factors, but we believe the most important one being the past experience they have had with your emails. Start the lifecycle by introducing a targeted welcome programme tailored to new customers and what their interests will be, a relatively easy first step to achieve.
Target your discounts
Not all customers are the same – and not all customers are as engaged as others. Those who are less engaged and have not been back to your site in some time require extra effort to gain their attention again. One way to achieve this is through targeted discounts.
If you are worried about the impact on your brand, just remember these are going to a controlled list only, and simply adding the discount in the form of a unique discount code prevents this being plastered all over voucher code websites.