|
Source:
|  |
A couple of weeks ago I posted a piece on the rules of email engagement, very much laying out fairly broad thoughts on the subject.
Now I want to follow up with a more pointed ‘plan’ that, if followed, will ensure a virtuous spiral of engagement and increased ROI...
That is a horribly glib statement, something that a Californian ‘guru’ might pen, so let's preface these comments with two facts:
- You cannot sell to someone who isn’t listening, or, to put it another way, if a customer is not opening and reading your email, you cannot influence them into purchasing.
- A customer engaged with your email is six times more valuable than a dis-engaged customer.
So, a focus on engagement is critical to the development of the email channel, and I would suggest the following ten-point plan for building a successful engagement strategy...
.jpg)