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Four Ways to Deal With Inactives on Your Email List

by Karen Talavera  |  
September 28, 2010

In this article, learn how to...

  • Identify inactive email-list subscribers
  • Re-engage them via a reactivation email campaign
  • Reach out to them via social media
  • Use offline connections when online contact fails

On any email list, there will be subscribers who signed up and never again showed signs of life.

They may have opted in to a specific offer, then disengaged once they obtained the coupon, free content, or other benefit you promised. Or they joined your list while in the market for your product or service but soon afterward their needs were met and they never bothered to unsubscribe.

In email lingo, we call such list members "inactives." The reality is that unless inactive subscribers specifically tell you why they haven't responded, you really never know for sure. Is it because they...

  • Are not the right fit for your product or service?
  • Were once a fit but aren't anymore?
  • Are no longer interested but haven't unsubscribed because they're "hanging in there," hoping for improved relevance?
  • Became overwhelmed and disengaged with email as a communication channel?
  • Are angry and upset because of a bad customer experience?

Any of those could be the reason.

You'll likely never really know on an individual basis, but it's safe to assume that at least some inactive subscribers would like to re-engage. They just need a good reason for doing so and, possibly, would like to do so in a channel other than email.

Because of that, here's my recommended four-step course of action for dealing with inactives.

1. Conduct a reactivation email campaign

Identify inactives on your list according to agreed-upon criteria (Never purchased? No clicks in 12 weeks? Zero opens in six months?), and segment them for a reactivation email campaign containing a special incentive if they opt in to your list again, confirm permission, or provide expanded information.

2. Connect via social media

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Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

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  • by Cathy Burrell Mon Oct 4, 2010 via web

    I think that treating customers as individuals is always a win win. I had a store for 17 years, and sitting in my shop on a slow day wondering why so few people responded to an e-mail or physically mailed offer used to drive me crazy! The options to reach people now are a bit mind boggling...but certainly give the old bricks and mortar retailers renewed hope,and more creative choices.

  • by 3BirdsMarketing Mon Oct 25, 2010 via web

    As a company that heavily uses email marketing campaigns and merges them with social media, this article gives great tips as to how to hold on to customers who have grown inactive. Re-engaging them through social media is a great tip, especially with applications such as Flowtown that could show patterns in social media usage. Thanks for the advice!

    Fb, Interactive Marketing Intern @3birdsmarketing

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