03/21/2017

Why People Aren’t Opening Your Emails

Email marketing often gets ignored, but sometimes the problem is bigger than "checked out" members

Over time, you might find that your users “check out” of your marketing emails—even letting entire accounts go dormant. That’s a problem, obviously, and email deliverability concerns are definitely one aspect of it, but the real issue could be more foundational.

Ever have an email address so riddled with junk mail that the only way forward was to get rid of the account entirely?

Platforms like Gmail, Outlook.com, and Yahoo Mail, of course, make it very easy to create an email address and let it fall into disuse over a period of time. And there are other factors—say, a new job or a transition to grad school—that can lead someone to drop an email address. However it happens, it makes an organization’s email marketing a whole lot less valuable over time. And that can prove a big problem.

Please click here to read the complete article from Associations Now.