Sometimes it pays to get a little schizophrenic in your efforts to keep your subscribers engaged. That’s schizophrenic, not psychotic – so stop sharpening the knives and take a closer look at your email list management software program. Here, in this most indispensible of all email marketing tools, you’ll find all you need to ensure that your deadbeat email list subscribers don’t drag your numbers down. Or, worse yet, drop out altogether.
The first thing you have to do is isolate the inactive users from the active ones. This is where that email list management software comes into play. By now you should know that your marketing software is capable of delivering useful analytics that tell you how many people are opening your email versus how many aren’t, and so on. You can also use the software to determine exactly who isn’t opening your emails.
Instead of jumping the gun and removing these individuals from your marketing list (this kind of purging is frequently done to maintain the health of your IP reputation, among other things), take these email addresses and create an entirely separate marketing list. This will give you the ability to try some “last ditch” marketing efforts to try to win their engagement prior to simply discarding them. Consider high value coupons and specifically targeted campaigns to get them engaged. You might be surprised at how easy it is to get the attention of some unresponsive customers.