When a subscriber becomes inactive, it can negatively impact your email marketing campaign’s overall performance. Not only does it decrease your open and click-through rates, but it also increases the chances of your emails being marked as spam. Therefore, it is crucial to have a plan to manage inactive subscribers.
An inactive subscriber in email marketing refers to a recipient on an email list who has not engaged or interacted with the emails or the brand in a significant period of time.
One effective strategy is to segment your inactive subscribers based on their inactivity duration and send targeted re-engagement campaigns to bring them back to your email list. For example, for subscribers who have been inactive for 30 days, send an email highlighting new products or services. For subscribers who have been inactive for 60 days, you can offer them a special discount or promotion. By personalizing your re-engagement campaigns, you can increase the chances of winning back your inactive subscribers.
If your re-engagement campaigns do not yield any results, it may be time to consider removing those inactive subscribers from your email list. Keeping inactive subscribers on your list can negatively affect your email deliverability and sender reputation, which can ultimately harm your email marketing efforts.
However, before removing inactive subscribers, it’s essential to ensure that you have followed best practices and legal requirements. For example, in some countries and regions, you may be required to obtain explicit consent from your subscribers before removing them from your list. Additionally, it’s always a good practice to offer subscribers the option to update their preferences or unsubscribe from your emails instead of automatically removing them.
By effectively managing your inactive subscribers, you can maintain a healthy email list, increase engagement rates, and improve your email marketing campaign’s overall ROI.