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

By Tom Sather

Collect and Analyze Feedback
Once you've classified your subscribers by their engagement levels, begin testing. Make sure to consider their relative engagement in your analysis. For example, take advantage of your highly engaged audience's comparably robust feedback. Beyond whether they read your messages, examine what they forward and dig out of their spam folders. Highly engaged subscribers do this, and can deliver quick, significant results for design and copy tests.

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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.