Rather Good Blog on “Re-Engagement Strategy”

A few years ago an antispammer I know emailed me a link to a blog by an ESP representative, D. J. Waldow at ESP Bronto Marketing. In his blog, Waldow comments on something called “re-engagement strategy” at a web-based online mall, Shop.org. I think Waldow has since left Bronto, but the blog is still there. I’m normally a bit allergic to marketing-speak, but this blog is good and is still worthy of attention. Read it here:

Shop.org: Effective Re-Engagement Strategy

The main purpose of Shop.org’s process is twofold: to get customers who have quit buying from their merchants to start buying again (or “re-engage” those customers), and to drop email addresses from the list if the customers really aren’t interested any more. This clearly has benefits from a marketing point of view. What caught my friend’s attention, and mine, however, is that this is also a nearly picture-perfect illustration of what the anti-spam world calls a permission pass. A company that does not purchase lists, confirms any subscriptions when there might be doubt that the owner of an email address subscribed (such as from a web form), and then reconfirms any email address that has quit responding to their bulk emails is unlikely to send any spam.

2 Responses to Rather Good Blog on “Re-Engagement Strategy”

  1. DJ Waldow now works at Marketo!

  2. Responding to OLD blogs, I see. 😉 Waldow, from everything that I’ve seen, is a marketer, not a geek (antispam or any other kind). He gets it about ferreting out real interest and not letting deadwood build up, though. That’s an excellent proxy for ensuring that lists don’t build up spamtraps and end up in trouble with me or a blocklist.

    I assume he isn’t with the compliance team, but tell him Hi from Spambouncer @ Mainsleaze.

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