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Step One: Organizing Your Inactive Users

Welcome back! Hopefully you’ve done your homework and checked out our email marketing post. If not, head on over there first for great tips about email marketing.

Before we discuss how to organize your inactive users, it’s crucial for you to realize just how important determining your inactive user list is.

First, It helps you determine whether your email content is working. If you have a high number of inactive users, then it’s obvious that something needs to change. Keeping up with relevant and trending content is important if you want to keep your users engaged. Boring emails may be the very reason why users stopped opening them, so start thinking about ways to catch readers attention and ensure that your emails are content rich.

Second, a high number of inactive users can negatively affect your email deliverability, meaning that there’s a good chance your emails are ending up in the spam folder. This is because you are repeatedly sending emails that are not being opened, lowering your email reputation with Internet service providers. All emails have a sender reputation score (1-100), and if your score is low your emails may automatically be rejected. To find out what your sender reputation score is, click here. You will want a score that is above 70. Inactive users are ultimately bringing down your score, and this is why you should separate them from the crowd.

So what exactly is an inactive user? An inactive user is anyone who has not opened your email within a time frame of your choice. This can be on a date or email basis. For example, you may choose to identify inactive users as those who have not opened your emails within the last 3 months or those who haven’t opened your last 6 emails sent. This criteria is completely up to you– once you have chosen a criteria it’s time to organize the data into excel. 

Once you have organized your inactive email list, you will have a good snapshot of those customers and/or prospects that are not actively opening your emails. From here you can start to plan out your campaign. Your campaign should be able to reconnect with subscribers who have once shown an interest with the next following steps:

  • Send out a “just checking in” post
  • Send out a “value” email to those who opened your “checking in email” and a “letting go” email to those who did not open it.
  • Create a content calendar for those you managed to recover and stick to it.

The upcoming posts for the month will elaborate more on each of these steps, so be sure to subscribe to receive a notification for next week’s post. Until next time!

Sarah Eckenrode

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