Welcome to the Off-Season ... Now Get to Work

By Tom Sather

That trend could make Q2 and Q3 the perfect time to experiment with your email program and gain confidence in a data-backed strategy to reach consumers during the critical last months of the year. Consider the following tips:

Segment Your Audience
Before you can start your warm-weather experiments, you need to understand your test audience. Segment your subscribers by engagement levels, at least high engagement, low engagement and inactive. To be clear, these levels refer to engagement as mailbox providers see it, not the limited open/click measures that track campaign performance. That means read rates, complaint or TIS (This is Spam) rates, TINS (This is Not Spam) rates, and ignores or deleted unread rates, among others. These metrics can provide an in-depth measure of your subscribers' engagement with your content and overall program, from a mailbox provider's viewpoint.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.