Vonnie Williams

1 week ago | practicalecommerce.com | Vonnie Williams

Experienced marketers know an unengaged email list tanks deliverability and clouds campaign data. But what’s often missing is nuance: how to design a sunset policy that works with the brand’s funnel. This post isn’t a reminder to clean your list with abandon. It’s a framework for doing it smarter, especially when attribution is messy, inbox competition is fierce, and engagement signals are fuzzier than ever.

2 months ago | practicalecommerce.com | Vonnie Williams

Merchants know the value of re-engaging dormant email subscribers. I did that several years ago while working for a leading U.S.-based email service provider. A client, a prominent direct-to-consumer personal-care brand, had roughly 30,000 subscribers who had not opened an email in 2 to 7 years. My team developed and implemented a targeted three-month re-engagement strategy that maintained email deliverability and brand reputation. Over 50% of the dormant subscribers ultimately re-engaged.

Jun 7, 2023 | sistersletter.com | Vonnie Williams

Nov 23, 2021 | thrillist.com | Vonnie Williams

Nov 23, 2021 | thrillist.com | Vonnie Williams