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A tip if you already use lifecycle programs: Set up your marketing automation tool to automatically unsubscribe your recipients from the program, if they are no
by MortenK 12y ago
A tip if you already use lifecycle programs: Set up your marketing automation tool to automatically unsubscribe your recipients from the program, if they are not opening the first 2-3 emails (thereby showing a lack of interest in the specific program). This allows you to keep a higher percentage of email permissions, which you can use for less frequent communication.
Otherwise a large part of the uninterested segment will end up revoking their email permission, i.e. Unsubscribing from your permission base entirely.
- icelancer 12y agoWhat's the best way to do this in Mailchimp?
- MortenK 12y agoNot sure it's possible to automate easily since mailchimp is a rather simple esp. I might be mistaken though, it's been a while since I used them. You could probably solve it through the API or at least through a bit of recurring manual work.
- danmaz74 12y agoOn the other hand, measuring email opens is far from perfect - the user can have images off - and you could unsubscribe users who are actually reading your stuff.
- MortenK 12y agoThat's very true, you'd be unsubscribing some false positives. Usually this is marginal though, and it's a tradeoff worth taking except if your recipient group have an abnormally high use of image off. Also, you can decrease the percentage by hosting content on a landing page since in most tools, a click will also register an open.