Your Email Program Has Been Ghosted

In a world where email is still one of the most effective digital marketing channels, marketers should make sure they pay attention to every metric they can to ensure they are creating content that engages their subscribers. What if I told you that there is a metric that isn’t so easy to see? It’s there, but not always as clear as the ones you are seeing in your everyday reports. Before I dig too far into this, let’s look at one metric that NO ONE wants to see but we monitor it very closely to make sure our email program is not turning away our subscribers. I’m talking about unsubscribes.

We’ve all heard it. We’ve all seen it. We all want to prevent it. Keeping an overall unsubscribe rate below 0.5% is the goal, right? If you have unsubscribes, you need to pay CLOSE attention and analyze why subscribers are hitting that button. Some companies use double opt-ins to make sure that the quality of their list is filled with actual subscribers that actually want their content. Most marketers try to make compelling content that keeps the subscribers engaged. We all try to ensure that we personalize and tailor our emails to the individual. With all the work you are putting into the email program you’ve kept the unsubscribe metric low, but don’t pat yourself on the back just yet.

We need to look at something else. The unsubscribe metric is becoming more outdated and is not a true measurement that indicates the percentage of users who have opted-out from your email program. We need to look at the new unsubscribe metric that isn’t initially on every out-of-the-box report. You need to look at the subscribers that have ghosted your email program.

I’m not talking about how your email program may be haunted, even though it could if you don’t pay attention. I’m talking about a new-age definition: to end a personal relationship with (someone) by suddenly and without explanation withdrawing from all communication. Simply put – disappeared. In today’s fast paced world, everyone wants everything 10 seconds ago. Most subscribers don’t even have the time to open your email, scroll to find your unsubscribe button and then click it. It is so much easier to leave you on unread and let your email just waste away in the inbox, piling up for months sometimes years. Eventually they’ll select all and delete. This doesn’t help you when you are looking at your reports.

The good news is that you can see this, but it’s going to take a little effort. There are some tools out there that can identify subscribers that haven’t engaged with your brand in a certain number of days. With some platforms, you may have to write some code to find this yourself. No matter what, you must be aware of this group of subscribers, but you don’t want to classify subscribers as inactive too early. However, you don’t want to go too long, either.

Unlike those subscribers that have unsubscribed, you still have a chance with this audience. Segment them out from your normal communications and create campaigns tailored to winning these subscribers back. Don’t push too hard or you’ll find that they may just find that unsubscribe button after all. Apex IT has experts standing by to help you identify these subscribers and create campaigns to engage them in a more meaningful way to remind them why they subscribed in the first place. Reach out us to get started today!

Article written by James Luck, Managing Director, Theorem, div. of Apex IT, [email protected]

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APEX IT Client Keurig Dr Pepper (KDP) Wins the Nexus Award for Best CX Ecosystem at the 2021 Markie Awards

At APEX IT, we’re proud to be a part of our customers’ success stories each and every day—and we’re honored that this year’s Markie Awards have recognized so many of these shared achievements.

Among them, our client Keurig Dr Pepper (KDP) just took home the Nexus Award for the Best CX Ecosystem, a testament to the brand’s innovative CRM solution that unifies Oracle Sales and B2B Service, Oracle Customer Data Management, and Oracle Eloqua Marketing Automation, all in one best-in-class solution. 

Keurig Dr Pepper is a leading North American beverage company with over 26,000 employees and annual revenue exceeding $11 billion. In addition to its leadership position in the soft drink category, KDP also markets the #1 single-serve coffee brewing system in the U.S. and Canada, thanks to its Keurig acquisition that pushed its portfolio to over 125 owned, licensed and partner brands today, including Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Snapple®, Bai®, and more. But with its vast foothold, KDP needed a way to unify its various platforms and system architectures into one cohesive and user-friendly customer environment. And we’re proud to say that’s where we were able to jump in.

In 2018, as KDP was consolidating its many business units, we leveraged the company’s real-world integration to develop a consolidated CRM platform that could accelerate the realization of both its customer and business goals. We expanded our use of Oracle CX from what began as one legacy Keurig group, to an enterprise standard across B2B groups. And we integrated customer care into CX across a variety of Oracle applications, including SaaS, PaaS and DaaS, ultimately creating a modern beverage CRM platform that is poised to digitally transform the customer, B2B and internal employee experiences at KDP. 

We’re thrilled to celebrate the success of Keurig Dr Pepper at this year’s Markie Awards, along with all of our customers who are working tirelessly to drive the evolution of customer experience in tandem with operational efficiency and long-term profitability.

Congratulations to all of this year’s Markie Award winners, and here’s to many more!

The City of Los Angeles wins Markie Award

The Angeleno Card Program is one that has made us immensely proud. When the COVID-19 pandemic hit, our client, the City of Los Angeles wanted to help citizens who had been financially hit the hardest by the ongoing COVID-19 pandemic.

The Angeleno Card Program was launched in March 2020 to provide direct financial assistance, via no-fee debit cards. This assistance was going to go towards low-wage hourly workers who had jobs in industries such as restaurants and tourism, as well as seasonal workers, day laborers, and self-employed individuals. The program was designed to serve residents regardless of immigration status.

The original plan was to require citizens to have their eligibility appointments over the phone. In an effort to be more efficient and help people receive faster assistance, the Office of Mayor Garcetti worked with Apex IT, TimeTrade, and Oracle to design a simple, safe and secure system that could help the office receive applicants and schedule appointments online.

Together with these tech partners, we were able to create a dual-language and easy-to-use portal to serve residents of Los Angeles. And we’re proud to say that we designed and implemented this in just three short weeks.

“Apex IT’s work helped double our pace of delivery,” said Los Angeles Mayor Eric Garcetti. “When people need help putting food on the table, they need help fast.”

The city was able to schedule more than 50,000 appointments across 21 locations in just 9 weeks. With an original goal of raising $10 million, The Mayor’s Fund surpassed that goal and raised over $36 million from private donors. This allowed them to distribute to over 100,000 residents. Not only did the system help many families in need, but it was less costly than the original approach of handling applicants through the call center. This initiative reduced costs by 30% and created a direct ROI for the city.

Due to the impressive vision and quick action, The City of Los Angeles and its Mayor Eric Garcetti were awarded two Markie Awards this year.