🎛️ Lapsed customers aren't the same as unengaged subscribers

Netflix is playing catch-up in the AVOD game [View in browser]( | [Share]() [Martech: Martech is Marketing]() Jun 01, 2022 Jun 01, 2022 Good morning, Marketer, and what’s your latest email horror story? There’s a great point at the heart of Kath Pay’s latest article on email marketing. Email may be an inexpensive channel, but don’t use it to actually annoy and upset loyal customers. Here’s my latest email horror story. I’ve been loyal to a brand for several years, initially buying in-store, then switching to online when they closed their outlets temporarily during the lockdown. I got a discount offer yesterday. When I saw the cost of delivery, I abandoned my cart. They re-targeted me: another 10% off. Not enough. They re-targeted me a second time: “Did you see something you liked?” Yes I did, but I’d rather go to a store than pay that steep delivery fee. Couldn’t they at least have re-targeted me in a way that let me tell them what the problem was? You have one irritated loyal customer now. Kim DavisEditorial Director [Lapsed customers aren’t the same as unengaged subscribers]() Re-activation and re-engagement are not the same so don't send everyone the same 'We Miss You' emails. [Read More]() [NFTs are taking off on Instagram]() Non-fungible tokens are finding their place on the social media network. But are marketers taking advantage? [Read More]() [Webinar: Benchmark Your Social Media Performance For a Competitive Edge]() Benchmarking involves comparing your metrics and processes against the industry standards. Learn how you can get a clear idea of how you stack up against the competition. [Learn more.]() [Netflix is playing catch-up in the AVOD game]() The veteran streaming platform has been forced to pivot to ads to make up a shortfall in subscription revenue. Here's how it got here. [Read More]() [Why we care about marketing agencies]() Agencies are an essential part of the marketing and advertising eco-system. There's a cost to their services, of course, but in a number of cases it will be worth it. [Read More]() [Why we care about connected TV and OTT advertising]() Discover when and where to use connected TV and OTT advertising in your marketing strategy. [Read More]() [[Next week] Become a master of martech]() Tuesday, June 7: Unlock four focused hours of live training and Q&A that will empower you smoothly transition to Google Analytics 4, identify and purchase the right martech for your company, and deliver attribution your CFO will love (with the data you already have). [Choose your Master Class]() Shorts Quote of the day. “I’m calling on the email industry as a whole to create a distinct naming convention for reactivation and reengagement and clearly identify exactly which audience they’re targeting when discussing or writing about it.” [Kath Pay](), email marketing expert and author From Search Engine Land - [Google drops support for job training structured data]() - [NP Digital acquires keyword research tool AnswerThePublic]() - [Google Search Console reporting issue with News performance report]() - [Google’s May 2022 core update impact was mixed, but it touched down fast and seemed very large]() - [4 technical SEO issues auditing tools won’t show you]() Know someone who would like this newsletter as much as you? Copy this link to share the MarTech newsletter via email, social, or text: [() [Martech: Martech is Marketing]() Reach the MarTech community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by MarTech - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2022 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()