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

By Tom Sather

Less engaged users, of course, are more reserved with their feedback. Their infrequent interaction with their email (yours and others) makes it harder to collect enough data to confidently compare creative treatments and more subtle tests sent to them. They can provide invaluable guidance on cadence, though — consider less-engaged subscribers to be your best frequency critics. They can also give you a clear indication when an offer or unusual campaign overcomes their inertia, either to spark response or complaints. If a test concept gets this segment to vote with their feet, it's probably a breakthrough winner ... or loser.

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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.