Email Marketing RulesSuper-Engagement: Increasing the Value of Your Most Valuable Subscribers
Engagement is critical to email marketing success. It’s so important that when our regularly scheduled broadcast emails fail to engage, we launch reengagement campaigns to reactivate inactive subscribers or those in risk of becoming inactive. That’s smart because reengagement efforts improve deliverability and extend the time that subscribers are on your list, boosting their subscriber lifetime value.
However, as much time as you invest in reengagement, you should be investing even more in “super-engagement”—messaging tactics that further engage subscribers who are already highly engaged.
Super-engagement is…
>> Read my entire Email Insider column on MediaPost.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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