Your email list is one of your most valuable assets as a business. It is a direct line of communication with people who have volunteered to hear from you: they subscribed and opted in to marketing messaging, showing that they are receptive to what you have to say. But email inboxes are getting more crowded every day. To stay top of mind, and top of inbox, you’ve got to keep your audience engaged. Here are a few tricks to combat email fatigue and maintain email engagement with opt-in advertising.
Boost Email Engagement with Opt-In Advertising
Email deliverability hinges on email engagement, measured by opens and clicks. If your list starts to delete your emails without opening them, email service providers (ESPs) may start to question the quality of your list and direct your emails to junk folders instead of inboxes. It’s important to keep email engagement high, as ESPs will penalize your whole list, not just the specific addresses of those who are not opening.
Opt-in advertising allows you to target your list, or specific segments of your list, outside of the inbox. A re-engagement campaign through email is risky, as you may just continue to email users who are already not opening or clicking your emails. But an opt-in advertising campaign can target these same individuals through ads on trusted third-party websites. Users who engage with the ad are reminded of your brand and prompted to take action that will correlate to higher email engagement. Those that don’t can be removed from future sends to improve the quality of your email list.
Winback Email Unsubscribers with Opt-In Advertising
While you shouldn’t keep emailing unengaged subscribers because it could hurt your email deliverability, you really, really shouldn’t email people who have unsubscribed from your list. Luckily, you can follow the same process for opt-in advertising as outlined above to target unsubscribers. You’ll use these unsubscribed email addresses to look for matches across trusted partner sites and serve relevant opt-in advertising units designed to efficiently get these unsubscribers back on your list, while following email and privacy rules and regulations.
Prospect For New Email Leads with Opt-In Advertising
While it’s true that it costs less to keep or convert an existing customer than to capture a new one, sometimes your email list really just needs some fresh subscribers. Maybe your typical customers purchase infrequently, or you are simply suffering a small email list. Whatever the reason, opt-in advertising can help you grow your email list with quality leads at scale. And with verifiable proof of consent, you’ll always be in compliance with data privacy laws.