Every email list is going to have subscribers who sign up and then apparently vanish. "They may have opted in to a specific offer, then disengaged once they obtained the coupon, free content or other benefit you promised," writes Karen Talavera at MarketingProfs. "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."

Inactive subscribers frustrate marketers because we don't know what went wrong. Reasons they ignore us include realizing our product or service isn't a good fit, waiting patiently for more relevant content, or fuming over bad customer service. In other words, it could be just about anything.

So, how can you deal effectively with inactives? Talavera offers this four-step strategy:

Conduct a reactivation campaign. Create an agreed-upon definition for "inactive" and reach out to that segment with special incentives for opting into your list once again, confirming permission or providing expanded information.

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