The Great Email Debate Topic #3

Should you remove non-responders or keep them on file and re-engage them? Vote today!

2 thoughts on “The Great Email Debate Topic #3

  1. If your subscribers haven’t opened your newsletter(s) in the past 6 months to 1 year, try regaining their interest by sending them a "last chance to renew" message.

    Simply delete those who don’t "renew" within 2-3 weeks. This will cut down on the cost of sending unwanted e-mails and likely increase open rates for that particular e-newsletter since you’re subscription list will be much more current.

    List scrubbing is a great spring cleaning project.

  2. Don’t forget that some of your non-responders are still scanning your subjects or content waiting for something to grab them, and may not have images enabled. I would recommend the following:

    Check to see if your non-responders fall into domain buckets. If you find that very few from a specific domain, like comcast, are responding, you may have a deliverability problem.

    Test a few content options that are specifically aimed at generating a click. This will help you save the addresses that are disengaged but haven’t decided to divorce you yet. Work on a re-engagement strategy for these subscribers.

    Create a preference center and ask your non-responders to update their subscription preference. Give them a chance to tell you what they want and how often.

    When all else fails and you decide to remove your non-responders, don’t forget to make sure that they can come back easily. Too many programs permanently disable an account, and don’t allow them to join back in easily. Make it simple, test it to make sure it works, and welcome them back with open arms!

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