At a time when most consumers are watching every dollar they spend, e-mail marketers must be attuned more than ever to their subscribers’ needs in order to stay relevant, buoy response and keep their e-mail programs healthy. In short, they have to do everything possible to keep subscribers engaged.
But what exactly is engagement? For marketers, engagement goes beyond the old staple of relationship marketing and into truly anticipated content and communications. An engaged customer not only knows who you are, but is genuinely interested in what you have to offer. Even better, an engaged relationship goes two ways
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