E-commerce Link: Wake Them Up!
Does it surprise you that a substantial portion of your e-mail list is inactive? If you’re like most marketers, you’ll find between 25 percent and 40 percent of your list is not opening or clicking through on your messages. This group drags down the overall performance of your program, so it’s important to identify your inactives and create strategies that will re-engage them.
Someone who has not opened or clicked on your messages in the past six months certainly is not avidly involved with your programs. Use this time frame to conduct benchmark analysis. If you don’t send e-mail on at least a monthly basis, you may want to use a longer period, such as nine months. To analyze your list, start by selecting list members who subscribed more than six months ago. From this group, identify those recipients who have not clicked-through or opened your messages. Now you’ve isolated your least-productive contacts. You can calculate your inactive rate by dividing this group by the total number of names that met the first criteria.
Now that you have isolated your inactives, do some additional analysis. Look at the source of the names. Are they co-registration names, individuals who participated in a contest and opted to also receive your e-mails, or are these appended names? These names may not be as qualified as other names on your house list. Also, examine the list by domain. Do you have a good deal of names at free e-mail accounts? If so, you probably do not have the primary e-mail address of these members. Also, if you see a substantial percentage of these addresses come from a particular domain, this may indicate your e-mail either is blocked or delivered to a bulk folder. Some ISPs flag accounts that have been closed for a substantial period of time and use them as spam traps. Continuing to mail to these names may jeopardize your overall mailings and result in delivery of all your mail to a bulk folder.