Keep 'em engaged

So just because someone is subscribed to your email communication doesn't actually mean they are engaged. Two very different things. Engaged subscribers (contacts who have opened, clicked on, or otherwise interacted with an email in the previous 3-6 months) often make up only 30-40% of an email marketer's database. That leaves a whopping 60% that don't care enough to do anything besides ignore or delete your message.

Follow a few simple steps and hopefully your subscribers will be more engaged...

First, try a nice welcome email. Be clear in your communication what they can expect to see from you. If they have subscribed to a weekly newsletter but will receive random communication, let them know. They will appreciate the honesty.

Second, keep what they are seeing relevant and interesting. Your subscribers will be immune to daily blasts so limit the spam. They want to see topics that get their attention. Think of things that they are losing sleep over and focus on keeping the tone about them.

Third, have a plan of attack for that 60% that drop off. You want to win them back - well get an offer ready that will be hard to ignore.

Fourth, loyalty rewards? I am not talking about a rewards card that you scan at the grocery store but think of something you can offer people who have stuck with you.

Lastly, social media is IT - join in. If you can develop some kind of app that is relevant to your product/offering, go for it. Or at the very least make sure your prospects and clients know that you are on Facebook, Twitter, LinkedIn etc.

The goal here is to engage every type of person on your list. They are all different and your marketing communication strategies need to be as well.