How to Define Inactivity?
There is no one-size-fits-all definition for inactivity. It varies depending on your business and
email marketing strategy. Typically, a subscriber who hasn't engaged in the last 3 to 6 months can be considered inactive. However, you should tailor this period based on your
sending frequency and industry norms.
Steps to Identify Inactive Subscribers
1.
Analyze Engagement Metrics: Start by reviewing your
email engagement metrics. Look at open rates, click-through rates, and other forms of engagement over a specific period.
2. Segment Your List: Use your email marketing platform to segment subscribers who haven't engaged in the last 3 to 6 months.
3. Cross-Reference Data: Compare this segment with other data points, such as purchase history or website interactions, to ensure they are truly inactive.
Once you've identified inactive subscribers, you have several options:
1. Re-engagement Campaigns: Launch a
re-engagement campaign aimed at reactivating these subscribers. Offer incentives like discounts, exclusive content, or personalized recommendations.
2. Surveys: Send a survey to understand why they have become inactive. This feedback can be invaluable for improving your
future campaigns.
3. Gradual Cleanup: Gradually remove inactive subscribers from your list. This can be done in stages, giving them a few last chances to engage before permanently removing them.
Best Practices for Managing Inactive Subscribers
1. Regular Monitoring: Regularly monitor your email engagement metrics to identify inactivity trends early.
2. Personalized Content: Use
personalization to make your emails more relevant and engaging. This can help reduce the number of subscribers who become inactive.
3. Consistent Sending Schedule: Maintain a consistent sending schedule. Irregular sending patterns can lead to higher inactivity rates.
4. List Hygiene: Maintain good
list hygiene by regularly cleaning up inactive subscribers. This keeps your list healthy and engaged.
Conclusion
Identifying and managing inactive subscribers is a critical aspect of effective email marketing. By understanding who your inactive subscribers are and taking proactive steps to either re-engage or remove them, you can maintain a more engaged email list, improve your deliverability rates, and ultimately achieve better campaign results.