This article is part of our Power Up Your Email series — which shines a spotlight on the email marketing strategies and insights top brands are using to engage more customers, increase conversions, and drive growth and revenue.
Have you ever noticed that when you know someone is interested in you, you become more interested in them?
This phenomenon, known as reciprocal liking, is identified by social psychologists as a type of reciprocity where people tend to like other people belize mobile database who have expressed a liking for them. Essentially, if you have confirmation that someone is interested in you and what you have to say, you’re more likely to reciprocate that interest.
We see this happen all the time in email marketing. Your active customers are responsive to your marketing, which means they like you, your brand, and your message. In return, you begin to favor your active customers and become more and more vested in further engaging them. Meanwhile, the unengaged customers become rather boring and easy to ignore.
Perhaps this explains why many email marketers put a disproportionate amount of their time, effort, and attention — i.e., interest — toward customers who actively open their emails vs. those who ignore their emails.
The problem is that your inactive customers yield incredibly valuable insights about your email marketing strategy. What’s more, if you dig deeper, you can learn how to better engage them. Just because a customer is ignoring your emails doesn’t mean you should ignore them.
If you want to increase customer engagement, improve deliverability, and drive growth and revenue, don’t ignore the ignorers. Read on to learn more.