The Easiest Ways to Improve Your Email Marketing (And Why it's So Hard)
Second, look for what appears to be dead weight in your file — e.g., email subscribers on file for over six years who have received 75 emails and neither opened or clicked in the last five years. Note, however, they may still be a fan of yours on Facebook, they may be buying from you offline and they may be sharing a recent positive experience via word–of-mouth with their friends. Email may be influencing some of that activity, so aggressive purging should be done sparingly.
That said, if you're experiencing deliverability problems and have a lot of long-term inactives on file, at the very least consider lessening frequency and rotating the believed-to-be-disengaged audience through this suppression cycle.
3. Increasing messaging relevance. Why wouldn’t anyone want to do this if given the chance? The problem may be that data is in disparate systems or key data doesn’t exist at all. Perhaps there’s not enough content, or maybe it’s all of the above.
How to break the habit: Stop playing the blame game. Maybe you don’t have everything you want associated with a subscriber, but you might have more than you think. Start with past open and click behavior. What categories of content does the subscriber persistently click on that others don’t? Begin evaluating this behavioral data (or capturing it in a more usable way if necessary) to leverage this guiding factor in increasing relevance.
In each case the underlying theme is “crawl, walk, run.” Look for opportunities to crawl and make some progress, slowly building up to walking. The incremental approach starts to build momentum and each successive attempt to challenge inertia becomes easier and easier.