The New Features email is a a great way to refresh and reengage your audience.

I once worked with a client whose list had at one time been dominated by highly engaged users. But having become comfortable with the level of engagement and subscriber rate, they began to ignore the drop-off rate. Over time this drop-off accelerated, and one day, engagement had fallen so sharply that they were losing money on a once profitable program.

Rather than assessing why users had stopped interacting, they immediately launched a discount-on-purchase email. Not surprisingly, it failed.

When we stepped back and took a closer look at the drop-off rate, we realized that much of it came at a time when a competitor was in full swing with massive technology overhauls.  Now this client wasn’t living in the dark ages, they too had quite a number of updates and new features they had rolled out on their own, but they hadn’t made an effort to notify anyone.  So despite the realities, perception had shifted so quickly that it was as though their platform was an AARP member bumping along in a Jazzy and the competitor was rocketing past on a hoverboard.

After 2 weeks of strategizing and planning they deployed the first of their “New Features” quarterly email. Very quickly they realized a 13% lift in list engagement and a 20% lift in forwarding to a friend. This was activity that they had long missed out on. They awakened an audience that was hungry for information.

Marketers sometimes forget that as critical as it is to be busy making your product better, faster and stronger—it’s important to look as busy as you are. Be sure to tell your customers when you’ve created a cool new way to improve their experience. Never let them get bored with what your product does or how they interact with it. You and your team work hard–brag about it!

In addition to the change, you can also select the time interval to display.  Select from “daily”, “weekly” or “monthly” from the duration drop-down menu, depress the refresh button, et voila! a powerful new chart is displayed.  Finally, in the view drop down menu you are also able to select to calculate the growth report against the total number of email addresses in your list (including optouts and hardbounces) or against valids only.  Yep, it’s pretty cool.

Stay tuned as we bring many powerful new features online over the coming weeks.