Source: Sandie Ritchie, V12 Group
Ideally, every relationship will stand the test of time. Realistically, that’s not always the case. It may be hard but it’s time to say goodbye. In the long run this will be better for you both.
Of course I’m referring to inactive subscribers on your email marketing list. What did you think I meant?
When a subscriber on your email list hasn’t been active for a sales cycle or two, it’s time to give them a break. Rather than continuing to bombard them with emails that they are not clicking on let alone opening, give the relationship a rest. In a few months time, they will have had the opportunity to miss you and decide whether or not they wish to keep receiving communications from your company.
Worried about having a smaller database? Don’t be. A well taken care of database with fewer, yet engaged subscribers will have much higher open and click through rates.
Who said breaking up is hard to do?