US Data Corporation Direct Marketing Blog

Don’t Delete Inactive Email Subscribers10:39 am


By Janet

Don't Delete Inactive Email Subscribers

For many years, email marketers have been advised to delete inactive email subscribers. Inactive email subscribers have been labeled as dead weight and should be cut loose to increase email engagement rates, improve the quality of email lists, and so forth. However, recent research by Mailchimp has revealed that inactive email subscribers are actually more valuable than nonsubscribers altogether.

The fact a subscriber hasn’t opened your email does not mean they are not interested or engaged. For example, I receive emails from a specific skincare brand all the time. I love the brand and am a loyal customer. However, I don’t open every single email they send me. In fact, I may go on for a while without clicking any of their emails because I’ve stocked up on their products and I don’t need to purchase for a while. So, until that then, the brand might label me as “inactive.” However, that doesn’t mean I haven’t noticed their emails in my inbox. If I see an email subject line with an amazing promotional deal, I may click on it even though I don’t necessary need anything, but it may prompt me to buy.

According to the research by Mailchimp, “It turns out that 1 inactive subscriber is worth 32% of an active subscriber. That’s a lot of revenue! We also learned that inactive subscribers purchase more frequently and are less likely to churn than customers who aren’t subscribed to your email list.”

It makes sense to stop emailing someone if you know for a fact they do not like receiving your emails or you know they are never ever going to buy from you again. However, long-term inactivity isn’t the best indicator of whether or not that person is truly idle. Mailchimp says inactive subscribers are 26% more likely to make a follow-up purchase than nonsubscribers, and active subscribers were 38% more likely to come back. Subscribers and inactive email subscribers aren’t that far off from each other.

Even though emails may be going unread for a while, they have the potential to engage a customer with an enticing subject line or keep the brand at the forefront of the inactive subscriber’s mind. Inactive email subscribers are still valuable to your company and can generate revenue. So, instead of deleting inactive email subscribers, why not try to reengage them? You can read our previous blog posts on how to reengage email subscribers here and here. For more information about email marketing, please call US Data Corporation at (888) 578-3282.

Share some of your reengagement email marketing tactics with us! Leave us a comment below.

Search

Newsletter

Sign up for our free mailing list to receive our newsletter, special promotions, and more!

Follow Us

Facebook Twitter LinkedIn Google+ RSS Feed

Like Us on Facebook

Learn More About...

Email Marketing

Marketing Strategy

Direct Mail Marketing

Data Cards

Fun Marketing Facts

Mobile Marketing

Social Media

Happy Client Highlight

Work Tips

Recent Posts

5 Tips for Convincing Clients to Try New Marketing Strategies

Is Direct Mail Marketing Still Effective with Millennials?

Email Marketing Relevancy Is More Important Than Ever

5 Black Friday and Cyber Monday Email Marketing Guidelines

Marketing 101: What is Direct Marketing?

Archives

April 2017

January 2017

November 2016

October 2016

September 2016

August 2016

July 2016

June 2016

May 2016

April 2016

March 2016

February 2016

January 2016

December 2015

November 2015

October 2015

September 2015

August 2015

July 2015

June 2015

May 2015

April 2015

March 2015

February 2015

January 2015

December 2014

November 2014

October 2014

September 2014

August 2014

July 2014

June 2014

May 2014

April 2014

March 2014

February 2014

January 2014

December 2013

November 2013

October 2013

September 2013

August 2013

July 2013

April 2013

March 2013

February 2013

January 2013

December 2012

November 2012

October 2012

September 2012

August 2012

July 2012

June 2012

May 2012

April 2012

March 2012

February 2012

January 2012

December 2011

November 2011

October 2011

September 2011

August 2011

July 2011

June 2011