Sure: It’s possible that they’ve missed a few emails, that your subject lines relegated your messages to the spam folder, that they are using an email platform that doesn’t load your images or even that they’ve set up and then promptly forgotten a sweep feature that aggregates all of their most beloved newsletters into one folder. But after a year of silence, marketers need to reaffirm their relationships.
“If the subscriber is really valuable to you, they will dig that stuff out or change the rules of their inbox,” Best said. Otherwise, it may be time to cut them loose — after an attempt to re-engage their interest, of course.
“It’s a little controversial, but I’m actually saying to send less email,” Best said. “Think of that 40 percent that haven’t opened an email in a year. What is the point at which they’re not going to open an email anymore and you’re paying the service provider to send to 100,000 users when your pool of potential openers is really 60,000.”
Of course, initially, this does mean more email. You’ll want to develop a re-engagement campaign, Best said. Success will be reconnecting with 5% to 10% of that silent audience and trimming the remaining duds from your everyday list.
Segment inactive emails from your list
Address the fact that you’ve had this prospect for more than a year and they’ve never engaged with you for a demo or a sales call. This person is exhausted, Best said. “It’s not meant to be punitive, but you shouldn’t be paying to send content that is not being consumed by someone you can’t engage.” Do this quarterly or at least once a year.
Don’t throw those names out just yet
Guide recipients through a nurture series, Best said. You might send a message saying that you have noticed the recipient hasn’t opened an email in a long time. Or that you’ve missed their readership and want to know if they still want to stay on your list. “Try a series of three emails to re-engage that person first.”
Make your mission clear
You want the recipient to opt-in or opt-out, so don’t muddy the water with a discount offer or a particularly juicy piece of content. It distracts them from the purpose of the email and leaves you wondering what to do with someone who clicked on a link but did not opt back in. “The message is, say yes or say no,” Best said. “Make it clear. Click this button to let us know that you receive these things, because a click is all we track.”
Trim the fat
If they don’t respond, cull them from your everyday list. This doesn’t have to mean that you drop their email address from memory altogether. You might, for example, send them an email about your biggest annual sale. “But do not send them the weekly sales email that you’ve been sending for the last three years,” Best said, “because it’s not working.”