5 Tips to Rekindle Your Unengaged Relationships
5. Don't Be Clingy
Know when to say goodbye. Once you pass the two-month mark (or whatever your testing reveals the optimal window to be), let them go. After enough time passes, the minute chance that inactive subscribers will one day re-engage is outweighed by the potential damage to your inbox placement done by sending too much mail to people who don't appear to want it.
Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.