7 Ways to Leverage E-Mail as a Real-Time Marketing Tool

7. Address engagement problems. This can be done in three ways, Stewart advised:

* stop mailing them;

* conduct a re-opt-in campaign and continue to send to responders; and

* reduce the contact frequency.

Many online marketers are unwilling to stop mailing people, because they feel e-mail addresses are too valuable and find the second and third options to be the most desirable, Stewart said. But he cautioned that a re-opt-in campaign is terminal. “If they don’t want to re-opt in, they’re no longer mailed,” he said. At the same time, a reduced frequency can yield comparable cost savings.