Crappy subscriber experiences drive crappy results. In just about every article I’ve published, there has been some variation on this theme (or an optimistic inverse). I come back to this concept again and again for three reasons: it’s simple; it’s fundamental; and it is pervasive in the email space.
It’s nearly impossible to discuss subscriber experience without delving into the lifecycle. The subscriber lifecycle gives us a brand-oriented framework to assess how subscribers are experiencing the email program and how their relationship with your brand evolves over time.
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