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You wouldn't intentionally leave budget money sitting on the table or openly invite spam complaints that could hurt your delivery. That's what happens, though, when you fail to engage new subscribers as soon as they opt in to your list.
As with old-line direct marketing, the best addresses on your mailing list are the newest ones, the owners of which are more likely to open and respond to your e-mail messages than even those who have been on your list for just three months.
Why then does it take some marketers days, weeks, sometimes forever to send even a basic welcome message? Engaging new subscribers is an issue marketers deal with all year long. It becomes even more pressing now through the end of the year, as the holiday shopping season gears up.
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