{"id":10481,"date":"2018-03-30T18:49:31","date_gmt":"2018-03-30T13:19:31","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=10481"},"modified":"2020-09-01T14:29:27","modified_gmt":"2020-09-01T08:59:27","slug":"marketing-sherpa-keeps-email-engagement-re-engages-inactive-subscribers","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/marketing-sherpa-keeps-email-engagement-re-engages-inactive-subscribers\/","title":{"rendered":"How MarketingSherpa Keeps Up Its Email Engagement & Re-engages Inactive Subscribers"},"content":{"rendered":"

In an insightful discussion with Daniel Burstein, Senior Director (Content & Marketing) at MarketingSherpa and MECLABS Institute, he tells us how MarketingSherpa has been using innovative strategies to keep their subscribers engaged.<\/p>\n

What are the strategies implemented by MarketingSherpa to increase email engagement?<\/strong><\/p>\n

Daniel Burstein:<\/strong> Simply put, we always try to give more than we get. To that end, the vast majority of our sends are helpful content. Here\u2019s an example of a blog post we would send (with a topic that also happens to be relevant to this discussion) \u2013 Email Marketing: 6 steps to re-engaging subscribers and cleaning your list database<\/a>.<\/p>\n

\n

Provide more value to your email subscribers <\/em><\/span><\/h3>\n

than you ask for in return.<\/em><\/span>                <\/em><\/span><\/h3>\n<\/blockquote>\n

When we send out that helpful content, we do it in two ways. Like many other emailers sending content, we have traditional newsletters that include our best content of the week or month.<\/p>\n

Here’s an example -><\/p>\n

\"MarketingSherpa\"<\/p>\n

However, when individual pieces of content are published, we also send it in a letter-style format to the most relevant sub-list and we make clear that they can email us back. In this way, the best call-to-action in an email <\/strong>can simply be a reply.<\/p>\n

One way we do this is with a simple P.S. that says \u201cOur job is to help you do your job better. Reply to this email to let us know how we can help.\u201d<\/em><\/p>\n

Here\u2019s an example, it was the email you replied to Sam, asking me to contribute to this article.<\/p>\n

\"01\"<\/p>\n

And I think this is key to keeping subscribers engaged with email marketing. Email isn\u2019t like other one-way marketing mediums like digital display ads, TV commercials, or print advertising. Think how real people use email. They communicate with each other. It\u2019s an inherently two-way medium.<\/p>\n

Add the Human Touch, Add Life to Your Emails<\/strong><\/p>\n

I will never understand brands that use no reply emails. You should look at all your marketing and ask \u2013 how can I bring humanity back to these interactions? Even, it should be noted, when you are using technology. You can execute the technology in a way that brings humanity to the communication. After all, in the examples provided here, we are using a marketing automation software.<\/p>\n

\u201cWhy on Earth would you put on your email \u2013 Note: This email was automatically generated from a mailbox that is not monitored. That de-humanizes the conversation\u201d \u2013 @DanielBurstein<\/span> (<\/em>Tweet This<\/span><\/strong><\/a>)<\/span><\/p>\n

Perhaps you might think it\u2019s too expensive to monitor mailboxes for response. If that is the case, I would respectfully ask you to take a closer look at your marketing budget.<\/p>\n

Listen to Your Customer to Improve Engagement (err\u2026 Experience)<\/strong><\/p>\n

A customer response is a thing of value. Even if it\u2019s a complaint! After all, the complaint gives you the opportunity to:<\/p>\n