Do you have a higher number of active subscribers than inactive subscribers? If your inactive list is overflowing, it represents opportunities you can leverage for improving your email marketing results. Read on to find out why not all is lost when your subscribers become inactive.
Fact: It’s not uncommon for brands of any size or industry to have email subscribers who aren’t engaging. However, it’s our job as marketers to not only grow your database and engage active users but to also leverage reactivation campaigns in order to engage those who have become inactive.
“It’s Not You; It’s Me”
Why are the users inactive? There are several potential reasons:
Change in email address/dormant email address
Lack of interest from subscriber/engaged by a different brand
Desire different service/product due to change in the customer lifecycle
Inability to receive your email (soft or hard bounce–check your delivery rates, too!)
Overwhelming amount of email in their inbox
Signed up for one reason in particular but began...