Email marketing guru Dela Quist has a very good point about inactive email subscribers. They are labeled 'inactive' because the email server can't detect any activity, but that tells you NOTHING about the person and what they've read or done with the information you sent. I am friends with a lot of IT professionals who block systems from collecting information from them. I, myself, read some emails with the images turned off because I know that I'll get slammed with needless follow-up emails if I don't.
- Segment inactives.
- Review the names as much as possible. You may find people you know to be active in responding and purchasing.
- Segment some more and send GREAT subject lines.
- Assume they'll unsubscribe if they want to.
Only Influencers: Case Study: What is an Email Address Worth and How to Increase Its Value, 2019-Nov by Dela Quist
There are two key learnings to take from this case study.
The first is how valuable your inactives are and the second is how important it is to spend time and effort on reactivation
Start by identifying your inactive subscribers, but don’t remove them from your list, though as the data proves an inactive subscriber is a way better customer than a non-subscriber. What we recommend is to treat the your inactives as a separate, high value segment in the same way as you would your frequent purchasers or 30-day buyers.
Finally, when it comes to re activating dormant subscribers nothing beats the subject line it is the only thing every subscriber will see...