the drip

From The DRIP: More great content from Lucy Mazalon. This time around, she details what Salesforce Pardot does to help users deal with non-human interactions, aka bot and security device clicks and activity. Metrics Guard and Visitor Filters being two key Pardot features that will help you out. And, very importantly, she didn’t forget the two-click unsubscribe — making sure that your unsubscribing user has to click a button or link on the landing page before they are considered unsubscribed. Bots won’t do that; people will. (If your email sending platform doesn’t support two-click unsubscribe, then you need to start asking them why that is. It’s a best practice nowadays.)Read it here.

Lucy Mazalon from THE DRIP recently explained the good marketing reasons that would drive you to want to implement a winback campaign: “Marketing considered these leads qualified once, and sales even progressed the conversations. You could say they are the “low hanging fruit” – the most likely to be interested in your product or service – could you capture their interest again?”There’s a strong deliverability aspect to this as well. A winback campaign is awfully close to what we deliverability people call a re-engagement campaign. From the deliverability perspective, the goal is to get a sign of life from non-responding recipients, to help boost your engagement rate as noted by ISPs, and to give you a last chance to email that segment of your list before suppressing it forever (to also help boost engagement). The goal is ultimately to maintain inbox placement by suppressing unengaged recipients after a period of time,…