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Jenny Lassi

By: Jenny Lassi on July 23rd, 2014

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Are you still there? The art of a recurring Permission campaign

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

permission-campaign-sample-hubspot

Wouldn’t we all like to look like rock star email marketers getting north of 50% open rates, staying off of blacklists and getting almost 100% inbox rates? We all want things, but amazing email metrics are only possible by being strategic and having stellar content. There is no magic wand or easy button. So how does one become more strategic with their email marketing campaigns?

Follow the HighRoad Recipe for eMail Marketing Success:

-Authentication to optimize inbox delivery (DKIM/Sender ID/DMARC)
-Survey your constituents to see what content they value and could take it or leave it
-Segmentation & dynamic content delivery
-Analyze email consuming behaviors, AB Test deployments and do more of what works
-Suppress non-engaged from daily deployments (Non-openers within 180 days)
-Suppress non-engaged before the holidays (September – Mid January non-openers within 90-days)
-Motivate engaged subscribers to share your emails on the top 5 social platforms using Social Share
-AND implement a Permission Campaign 1-2 times per year (July & March)

Coming from an email deliverability geek, a recurring permission campaign should be done every 6-12 months that sends an “Are you still interested” type message to non-engaged email subscribers. They say yes I’m still here or they don’t respond. Keep the Yes subscribers in your email marketing mix. Suppress No subscribers and Non-Responders from your email newsletters but leave them in for any membership email deployments you may send.

Why do this? List hygiene and cold hard cash. If you continually send emails to subscribers who are not engaging with your emails or subscribers who continually bounce, I hope you realize that you are taking a fistful of money and throwing it out of the window on a windy day. Let’s make a promise from this moment forward to be more strategic than that.

HighRoad Solution can manage a Permission campaign for you. Contact your Account Representative for details. What are the benefits of going with what I propose?

-Increased engagement
-Increased deliverability
-Increased list hygiene

What is the downside? Let me know when you can find one and I’m all ears, but so far the only downside is a slightly smaller list at first and eventually it builds back up with new sign-ups as your engaged audience evangelizes your brand on the social networks encouraging others to engage with your content.