Wonder-Twin Powers, Activate!
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Inactive subscribers are a conundrum for email marketers. Although they treat your messages with apparent indifference, they never opt out; as a result, you continue to send messages that they continue to ignore. You naturally want to reactivate these recipients so you can revive relationships and make future sales.
Now here's another good reason to limit the number of inactive addresses on your list:
"A big heap of unresponsive subscribers tells ISPs that 'these emails aren't worth putting in the inbox,'" says Mark Brownlow in a recent post at Email Marketing Reports. In other words, they can damage your deliverability rate. So, let's get them active!
Brownlow recommends asking a few important questions before you launch your reactivation program. Here are two:
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Inactive customers might just be the most misunderstood and neglected segment of your customer database. Relative to what most companies pay to acquire customers in the first place, the cost to reconnect with these former buyers is a fraction of what it costs to acquire a new customer.
Of course, the grass always looks greener on the other side of the fence, thereby making customer acquisition campaigns through advertising or SEM seem so much sexier but smart marketers have always known that updating one's database with the current, preferred email addresses of their customers typically yields an ROI no other marketing program can match.
Given that most inactive customers are the result of annual email address churn rates of ~30% per year, it's not safe to assume that these customers simply aren't interested in your offers anymore. It's simply that you've been sending your marketing campaigns to email boxes no one reads. Try an ECOA (Email Change of Address) service or postcarding your customers to gain their new email addresses and you'll be amazed at the impact to your bottom line.