There has been considerable buzz recently throughout the email marketing industry about removing or reengaging inactive email subscribers, so how can you identify individuals that fit this description?
First of all, on the strategy side, be sure that you are making an accurate determination regarding what amount of inactivity should qualify an email subscriber to be classified as inactive within your list. This should greatly depend on your mailing frequency and the content of your email campaigns.
If you are only sending emails to your list once per month – no clicks or opens over a 3 month period likely shouldn’t qualify an individual to be considered inactive just yet… but if you are mailing weekly, that is likely a different story. As for content, if your emails do not regularly contain compelling call-to-action items that entice your subscribers to click on your links, perhaps clicks should not be expected over too short of a timeframe.
When you have determined the definition of inactivity that is proper for your email marketing strategy, within the SubscriberMail email marketing platform you can access a “Recipient Activity Report”. This report enables you to pull the number of messages sent, opens, and clicks for each email address in your list for a set timeframe.
You can then sort this data by opens and clicks, allowing you to identify those who have not opened or clicked for that timeframe.
Once you have identified your inactive email addresses you can develop a strategy for a reengagement campaign to entice these individuals to become active email responders once again.
Original article by Nic Winters