Effective email marketing requires a well-considered sunset policy that strategically cleans unengaged lists without losing valuable customers. Marketers should consider the impacts of low engagement on deliverability while factoring in the nuanced behaviors of subscribers across different purchase cycles. Relying solely on metrics like open rates, which are misleading due to Appleâs Mail Privacy Protection, necessitates a broader analysis of engagement signals, including click rates, site visits, and purchase behavior. A thoughtful approach prevents the dismissal of valuable customers while optimizing overall list health.
A tailored, data-informed sunset policy is essential for maintaining a healthy email list while maximally engaging valuable customers.
Relying solely on open rates post-iOS 15 can lead to retaining ghost contacts. A nuanced strategy should incorporate blended engagement signals.
Collection
[
|
...
]