The industry is a-buzz this week about the value of email and how to keep a subscriber engaged:
- The ROI of email has long been clocked at $43.52. Chad White argues, with research to back him up, that it’s under-reported and the actual ROI of email is closer to $130 when including actions taken offline or through direct traffic.
- George Burrell at Mailvivo advises marketers to put down the trigger finger on that re-mail and instead focus on ways to re-engage and re-activate those inactive contacts.
- Marketers today struggle with how to captivate and keep subscriber interest. In last week’s iMedia Connection, Wendy Roth provides some tips and ideas on how to turn your email program into a dialogue.
- In case you missed it, Yahoo announced the ability for users to sort and view messages from only those senders listed as Contacts. In order to offset the potential impact to metrics, Stefan Pollard provides some insight into how you can overcome this new barrier to the inbox.
- Stephanie Miller of ReturnPath provides a 30 second response to the question “How can marketers avoid being filtered as spam?“
Have you read any inspiring posts this week? Share them in the comments!
Kelly Lorenz
Email Marketing Strategist at Bronto
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