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George Bilbrey

Member since June 2005Contact George

  • VP & GM Return Path, Inc.
  • 100 Superior Plaza way
  • Superior Colorado
  • 80026 USA

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  • Gmail Tabs: Don't Panic Or Cheat, Just Focus On Engaged User Base by George Bilbrey (Email Insider on 08/28/2013)

    I think the jury is still out. There are a few paths one could go down: 1) I think we'll see a lot more focus on "winback" campaigns to move more of the "middle of the curve" to the right hand side of the distriubtion. We've seen some success with this. Best approach is to copy the approaches that are already working in your subscriber base. 2) It *might* be the the counter-intuitive strategy - simply sending more to the less engaged - might make sense. I think this probably depends on your business model. There is a lot of data that would indicate that > 50% of the value from email comes from purchase that occur through other channels. Simply having someone read the email drives value (e.g., customer reads their newsletter and passing by your store, remembers the special you just sent in the newsletters, and stops in to make a purchase). Read rates tend to decrease with frequency. However in most cases sending more mail drives more reads. I wouldn't recommend this for everyone - it depends a lot on how close they are to the line from a deliverability perspective (e.g. are they hitting spam traps, close to the thresholds on trusted complaint metrics, etc.) 3) Potentially the answer is don't worry about the unengaged. It's sad that most people don't interact with your stellar email content - however, focus your efforts on driving conversion from those that interact with your content will drive an economic return. I think that like (2) is dependent on your business model.

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