Halloween Email Advice: How to Revive Your Dead Subscribers

Are dead email addresses haunting your open and click-through rates? If once-active recipients have stopped opening your emails, are no longer actively reading your messages, or aren't clicking on email links, those recipients are no longer in the land of the living.

In other words, if you're seeing low activity from recipients, it's time to determine whether the addresses can be saved or should be given the axe. In the spirit of Halloween, I offer some advice to determine whether your dying email list can be saved.

Are They Really Dead?

Many recipients have images turned off by default, so some recipients who are in fact reading your emails may only appear dead because the opens are not registered. To identify these recipients, start with a simple "reactivate yourself" message.

Select a group that has not opened a message in six months and send an email with this message: "To ensure you continue to receive our mailings, click here." The click verifies both the address and the recipients' interest. The click-through can take them to a special offer, or to a page where you might gather more information.

Saving the Undead

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Jordan Ayan is the CEO of SubscriberMail (www.subscribermail.com), an email marketing services and technology provider.