Super-Engagement: Increasing the Value of Your Most Valuable Subscribers

View all of Chad's MediaPost columnsEngagement is critical to email marketing success. It’s so important that when our regularly scheduled broadcast emails fail to engage, we launch reengagement campaigns to reactivate inactive subscribers or those in risk of becoming inactive. That’s smart because reengagement efforts improve deliverability and extend the time that subscribers are on your list, boosting their subscriber lifetime value.

However, as much time as you invest in reengagement, you should be investing even more in “super-engagement”—messaging tactics that further engage subscribers who are already highly engaged.

Super-engagement is…

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