To get started, look at what triggers these campaigns. Often, re-engagement campaigns rely heavily on open rate data. At Litmus, we're redefining re-engagement for our own lists using opens and clicks. Why keep openings in there? Because not all emails have a call to action that requires a click. That, and not everyone uses Apple Mail! So, for the time being, we are maintaining openings within our engagement criteria. Next, look at how your emails are written. Are you saying things like "You haven't opened our emails in a while"? Change the verbiage to reflect low engagement, but don't open specifically. 2. Send a reconfirmation campaign Reconfirmation campaigns allow subscribers to continue subscribing to your emails or unsubscribe. Since we can no longer rely solely on openers to clean our lists, this helps you maintain list hygiene and deliverability.
A bonus here is that you get an explicit option to email these people. So, even if it is not mandatory at all levels, it could be in the future. Better to have this option explicit, isn't it? Common sense: Consider sending your reconfirmation campaign more than once to people who haven't reconfirmed, because people may not see your email for a variety of reasons. You can also use other metrics, such as website activity or other email interaction, to understand E-Commerce Photo Editing Service if they are still interacting with you in some capacity. 3. Create a reliable opening audience Do you know how the MPP will affect you? You can measure the impact of this upcoming change in email performance measurement by segmenting your audience by email client device. Not only will this help you understand the extent of the impact, but it will also help you prepare for rough email engagement in the future.
Some email service providers (ESPs) can help you determine this segmentation by email client, but if yours doesn't provide open email client data, you can use Litmus Email Analytics to get this breakdown. Device identification analysis can help you create an audience segment known to use non-Apple email clients. This segment will continue to provide accurate open data after MPP rolls out this fall. (Learn more about how to build a reliable opening audience using non-Apple email clients.) In addition to using this list as an open proxy, consider this: Is the play time for Apple device subscribers similar? If so, you can use read time from Gmail and Outlook, for example, as a proxy for your email read time in the future.