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Spam Resource: Focusing on engagement: What does that really mean?
Al Iverson just released a engaging post on Spam Resource:
One of my standard bits of advice when it comes to fixing deliverability woes (spam folder placement, in particular) is that a sender “pull back and focus on engagement.” What does that really mean? Let me explain.The specifics can and will vary, but here’s a general overview of what I’m talking about.Stop sending to your entire email universe. Temporarily stop sending to some subscribers.Suppress subscribers who have not shown an indication of “life” in the past X days. By “no indication of life” I mean “no click or open activity.” What to use for X varies based on industry or subscriber base but could be anywhere from 15 to 180 days. When in doubt, start at 60 days. Meaning, temporarily stop sending mail to people who have not opened or clicked any email from you in the past sixty days.Keep this up for three to five weeks of regular sending.
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