The Minority Report rahman
The majority of email marketing experts recommend
deleting in-active subscribers from your list. Inactive
subscribers are those who haven't clicked or opened your
message in the last 6 months to a year.
The reason for deleting in-active subscribers is to improve
your overall deliverabilty. ISPs track the engagement of
your subscribers. If too few people open and click your
emails ISPs start classifying your messages as spam and
placing your messages in bulk folder.
Further there is a cost to emailing inactives - if they're not
responding they're not making you money so why pay to
house and email them.
The above reason are very valid but wait ... have you heard
the minority report?
No I'm not referring to the Tom Cruise movie.
There is a minority report about inactives.
NO - don't delete your inactive subscribers. A few big
email marketers have come forward with this advice.
These marketers contend that inactivity is normal. Most
people do not need your products/services/ information all
the time. They signed up for your list because of a need.
These inactives keep you around (e.g. don't unsubscribe or
click to report your message as unwanted to their ISP)
because they expect they'll need you again in the future.
If you constantly delete your inactive subscribers you'll end
up with no list. But if you continue to send email to your
inactives you'll find that yes they do generate revenue. You
simply don't know when an inactive subscriber will decide
to purchase so don't eliminate them.
Further, emailing all of your subscribers - even if they never
open your emails - gets your brand exposure. Your email's
From and Subject line are seen again and again by your
recipients even if your message never gets opened.
So what do you think is the better strategy - delete out
inactive subscribers or keep them?
Share your opinion here:
http://www.surveymonkey.com/s/CCS8B6L
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Abbie Drew
DEMC Editor
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