Greg Zakowicz is a senior commerce marketing analyst at Oracle's Bronto Software. With more than 10 years of experience in email, mobile and social media marketing, Zakowicz knows the retail industry and its challenges, staying on top of the latest trends by leveraging deep insight into the marketing spectrum. His subject matter expertise stems from his experience in providing commerce marketers — including numerous Internet Retailer Top 1000 clients — with in-depth analysis of their marketing programs, recommendations for improvement, best practice support and implementation guidance and execution.
Zakowicz is a frequent webinar speaker and presenter at ecommerce events, such as Fashion Digital New York, SIA Snow Show and ROI Revolution Summit. He has been published by top retail and marketing publications, including Power Retail and Inside Retail, and is a regular contributor to Bronto’s Commerce Marketing blog. You can follow him on Twitter at @WhatsGregDoing.
Recognizing one size does not always fit all, consider offering a pause option for different time periods, such as 14 and 30 days. The best thing about using this tactic is that no overly complex marketing calendar needs to be maintained. It can be automated with little or no effort, which is great for the busy marketer or resource-stretched team.
Using a pause tactic can also reinvigorate newly un-paused subscribers, similar to when subscribers initially sign up for emails. Consider sending a dedicated email to newly un-paused subscribers, re-introducing the email program and maybe even offering a welcome back incentive.
So there you have it. An easy-to-deploy tactic that can help control unsubscribes, reinvigorate subscribers, and provide an extra layer of value for your audience. Each customer is like your Kelly Kapowski. Don’t let her break up with you. Instead, let her keep your varsity jacket in her closet until she is ready to wear it again. Go Bayside!