When developing a promotion strategy for your small business, you want to make sure you’re spending your time and money effectively. All too often, we get caught up in day-to-day tasks and forget to take a step back and evaluate if our efforts are actually giving us the results we’re looking for. For example, you might find yourself putting a ton of time and effort into your email marketing and monthly newsletters. While it’s important to focus on creating great emails and building your list, it’s just as important to make sure you’re actually engaging your subscribers once they opt-in.
According to Kissmetrics, an average of 60% of many email lists are filled with “dead” subscribers. Essentially, this means that over half of the people who opted in to receive a brand’s emails don’t actually engage with the content that’s being sent to them—they’re not opening emails, and therefore they’re not doing anything with the information. This is a shocking statistic, and it means that brands have to work extra hard to win over their readers and keep them interested after they initially subscribe.