How to Achieve ‘Wild’ Email Success: Hearst and Experian Reveal Secrets at 2015 MAC Conference | thedma.org.
On Tuesday at DMA’s Marketing Analytics Conference in Chicago, Charlie Swift (VP, Strategy & Marketing Operations) and Jim Murphy (Senior Director, Marketing Operations) from Hearst Magazines and Kathy Menis (Director, Product Marketing) from Experian showed some great examples.
In a session titled “Integrated Email Strategies,” panelists explained how to find the sweet spot for email engagement.
Engagement is really about managing an entire conversation, not just a single or even multiple emails. Panelists agreed that email campaigns ideally start with customers opting in, perhaps starting with interest in a newsletter. But how long do they stay engaged? Are they still engaged after 30 days? Have they opted out? Have they completely stopped opening the email messages?