The difficulty is when users abandon an email address they never officially go through the process of closing the mail account. Though it also includes email addresses once used by the owner and long since abandoned. Very often they are secondary email addresses kept by their owners for the purpose of giving out to brands when an email address is required. They should be treated in the same way, just keep trying until the chance of getting a response drops to near zero. Whilst welcome emails have high open rates, it can take many more emails before everyone who is going to open finally does open an email. The percentages you have of each in your inactive segment is determined by your data capture and data management practices.Īs well as contacts that have simply not opened for a long time, it includes email addresses that have yet to open a first email. They are not personal email accounts but inboxes maintained by ISPs to spot spamming activity.
These are valid email addresses but the inbox is never looked at by the owner. Just they don’t want you now and may be not for some months to come. 
The issue isn’t that they don’t want you. Valid emails addresses to potential customers, who scan your subject lines from time to time.
These are the contacts that can still deliver revenue. The truth is that inactives are made up of 3 different types of contact Low engagement customers, zombies, spam traps. Why are Inactive Subscribers still Valuable? This is impacted by type of email content and emailing frequency. What varies is the steepness and speed of drop over time. The shape of the curve is very consistent across different brands. The chart is based on real data and is typical of the response curve for the percentage of subscribers who opened by the date of last open. Target contacts who haven’t opened for 6 to 12 months to get re-engagement.
The longer the time since someone last opened the lower the chances of them opening again. You have to keep sending for at least two years to inactives before giving up. It takes almost two years, before the chance of getting an open again, drops to nearly zero. There are two key takeaways from the chart: The chart below shows the response curve for the percentage of subscribers who opened by the date of last open. In fact I commonly see over 10% of revenue comes from people who would have been considered inactive. The evidence is to the opposite, some of those subscribers who go through periods of not being interested in your offers can and do come back. You know, those subscribers that haven’t opened any of your emails for over 3 months, you might as well stop emailing them?Īfter all, if you send say two emails a week, then after three months you’ve been ignored almost 30 times. That’s entirely possible if you follow widely held best practice. Leveraging email list cleaning services, organizations like yours can get rid of the old or inactive data from your email database.Are you throwing away 10% of your revenue by doing what you’ve been told is the right thing with inactive subscribers? That is when email cleaning service comes into effect, and perhaps it becomes the need of the hour. Over time, this email marketing list may become old or obsolete and consist of irrelevant data that is no longer useful. $89 (Pay as you go) $589 (Monthly subscription)Īn email list comprises email addresses of customers collected through various channels such as website, subscription forms, blogs, and more for sending them marketing and promotional materials. #Mailchimp typo in email address cleaned software#
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