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How to Identify Brand Loyalists on Your Email List

by Karen Talavera  |  
October 26, 2010

In this article, learn how to...

On any email list, there will be three populations: the people who love you, the people who like you, and the group who are just hanging in there.

Last month I wrote about how to re-engage inactives, but this month I'd like to focus on a far more appealing sector: the people who love you. I call them "brand loyalists."

So how do you figure out who's who? Here are five ways to identify brand loyalists on your email list.

1. They open more than 80% of your emails

Brand loyalists keep an eye peeled for what you have to say, so when you show up in the inbox they're curious enough to open and at least skim your message, even if they're not in the market to buy or respond right then and there.

2. They frequently click, read, or buy

Because brand loyalists use and love your products, services, and content, they do more frequently click on your email offers, read your articles, watch your videos, and purchase than your average customer.

Although you shouldn't expect brand loyalists to respond every time, you will see them respond to competitive or exclusive offers more often because they know a good deal from you when they see it and don't want to miss one.

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Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

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  • by 3birdsmarketing Mon Nov 1, 2010 via web

    I really enjoyed your article last month about how to engage the inactive members of an email list and this article has great tips as well. I particularly appreciate the connection with email marketing and social media. We feel that the brand loyalists on our email lists tend to participate in conversation with us through social media. Social media is an optimal supplementary tool to email marketing. Thanks for the great advice!

    Fabi, Interactive Marketing Intern@3birdsmarketing

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