Engagement – it’s the holy grail of email. You’ve got to get these subscribers to take action. Unfortunately, there is always a segment that just refuses to click on anything you send. It’s maddening because they opted in for your list, and effectively promised to engage with you. But they don’t. Worse – they won’t even unsubscribe. Instead, they linger there – lurking at your emails, taunting you with their silence.
You’ve tried everything to force them to click. You segmented, targeted, wrote endless copy that you knew would compel them to make a move – but they just continue to aggravate you and mess with your metrics. To end your misery, here are three tips to help force their hand.
It’s all about creating boundaries for your email program. Having an actively engaged list is always better than having a large list of subscribers who never respond to your messages. If you end up with an unruly bunch of subscribers that won’t interact with you, don’t be afraid to cut them loose. They aren’t playing nice anyway.
Danny Randa has been working in digital marketing since the launch of Nickelodeon's virtual world Nicktropolis in 2006. After three years of managing interactive marketing campaigns for Nickelodeon's game, he completed an MBA in Entrepreneurship and Marketing at the Leeds School of Business in Boulder, CO. He now works at SendGrid helping developers solve their email infrastructure challenges.Daniel Randa on Twitter