During email marketing campaigns , it may happen that your list – whether it has a thousand, 100,000, or a million emails – is not fully active; that is, many subscribers may not be opening, clicking, buying, or interacting in any way with your messages. For the good of your e-commerce business, it is essential to run a campaign to reactivate these contacts.
That's because inactive contacts can generate a lot of problems, such as:
– Negative influence on your reputation with email servers;
– Waste of consumers who could be making a profit for your store;
– Erroneous statistical accounting, which will make you make wrong decisions;
– Loss of consumers, who see your email and go to the competitor's website;
– Payment of the maintenance cost of emails that do not return.
According to data released by Experian Marketing Services, approximately 40% of inactive email accounts may belong to people who are able to consume, but who are not being properly reached by your message.
How, then, to reactivate these inactive emails? Here are some proposals:
– Separation of inactive emails and sending specific content to them;
– Reformulation of the content (title and message) for the inactive ones;
– Offer products and services with special conditions;
– Offer optimized and updated products and services;
– Create responsive messages that adapt to mobile screens.
– Produce messages with buttons instead of links, to facilitate interaction.
Stipulate a time for carrying out the reactivation campaign, which can be from 3 to 6 months, for example. After that, re-engage the consumers you got a response from and delete the email accounts of consumers who didn't interact, which will lower your costs and keep your good name in the market.
