Re-Engagement Through Drip Campaigns

When looking at how to approach the next email send, typically the first question an email marketer asks is “How do I want to do this?” The possibilities for how to send to subscribers are endless, but one tried and true method will always be: The Drip Campaign. Drip marketing, otherwise known as a triggered campaign, gets its name from the agricultural concept of drip irrigation – Frequently watering plants over a long period of time, instead of flooding the plant periodically, will render a stronger crop. Much like in agriculture, the same theory can be applied in drip marketing to yield stronger, more committed subscribers.



Deliverability Drilldown: B2B Corporate Email Systems

This is part of our ongoing series looking at deliverability of your email marketing messages.

Today, we’re going to look at arguably the most complex of deliverability areas, the corporate email domain. It’s complex because unlike B2C email marketing, B2B email marketing has the most varied deliverability challenges. Some companies use hosted services like Google Apps that are powered by Postini, a cloud-based service. Some companies have ancient Microsoft Exchange servers that haven’t been substantially updated in a decade. Others have dedicated appliances like Barracuda or free Bayesian filtering systems like SpamAssassin.



Re-Engagement Versus Spam: Drawing the Line

 As we continue our series on re-engaging the B2C customer, the question arises as to where the line is drawn between sending enough emails to remind subscribers that you’re still around and inundating their mailbox to the point you become spam. Sure, once you cross that line they will remember exactly who you are, but that probably won’t be a good thing. With that being said, let’s address both schools of thought on the concept of where re-engagement ends and spam begins:



The Re-Engagement Email: How to Handle Inactive Subscribers

To segue from our series on deliverabilty into our new series on re-engaging B2C customers through email, we asked for WhatCounts alum DJ Waldow to contribute to today’s blog. An accomplished email marketer himself, DJ discusses tactics he has used in the past, as well as specific examples from a current WhatCounts client, True Citrus:



Deliverability Drilldown: Yahoo

This is part of our ongoing series looking at deliverability of your email marketing messages.

Today, we’re going to look at one of the oldest webmail providers, Yahoo! Mail. Despite the company’s difficulties in recent times, it still holds an estimated 310 million email users, making it the third largest web-based email provider, surpassed only by Hotmail (350 million) and Gmail (425 million) (source). Combined, the top 3 webmail providers now address over a billion users.



Gmail Deliverability Drilldown

This is part of our ongoing series looking at deliverability of your email marketing messages.

Today, we’re going to look at one of the most notoriously difficult service providers for email marketers, Google’s Gmail service. Before we begin, I’d advise you strongly to do this quick analysis of your email list to see how many Gmail.com addresses you have on your list. For UK and EU customers, you’ll want to look at googlemail.com/googlemail.co.uk addresses as well.