How publishers reengage dormant email subscribers

DIGIDAY – 15/10/2019

Kayleigh Barber

Increasing email subscriber lists make newsletters more appealing to advertisers, but having a list made up of dead leads drops the value of that list, dragging down open rates and click-through rates substantially.

Beyond amassing big numbers, publishers are increasingly focused on quality in their email lists. That means taking on the unenviable, some say nearly hopeless, task of reengaging subscribers who have gone dark, which can look like automated follow-ups at the 30- to 60-day mark or cutting your losses and removing disengaged readers altogether.

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