Have you often wondered about all those emails that you send that are NOT opened? You are not alone. Keeping subscribers engaged can be a challenge. Your subscribers go inactive for many reasons. Some lose interest in your email and ignore them rather than taking the time to unsubscribe. Maybe your subscribers just don’t see your emails because they go to their junk folders, which they never bother to inspect. Regardless, the subscribers are on your list, so you should encourage them to either unsubscribe or to reengage them with an offer.
The following steps can be used to clean up your list:
1. Define what constitutes an inactive subscriber. Are subscribers inactive if they haven’t bought from you in the last year or two, or if they haven’t opened and clicked in the past few months?
2. Segment your list into groups that fit your inactive criteria. For example, the subscribers who have have not clicked on a link in 6 months. You can then create a “special message” with a limited offer to get re-engaged. This can be jumping to landing page to capture data or the subscriber taking a survey.
3. Track the results. Send a follow-up email to anyone who hasn’t responded in a week or two. If they do not respond, them you are better off moving these subscribers to a no not send list.
To reduce your exposure to this type of subscriber behavior, you need to stay relevant and true to permission.
