Jenna Tiffany, Digital Marketing Strategist at Communicator, explains why customers who’ve stopped opening your emails aren’t a lost cause
On a daily basis, on average, a person receives 120 emails (Telegraph, 2015). Two hundred billion emails are sent (Radicati, 2015) and emails are checked 15 times a day (Mashable, 2014). One of the single biggest challenges email marketers face is keeping subscribers active after growing their database. It can also be disheartening to not have your email campaigns opened.
Discovering an inactive problem
The first starting point to review when looking to improve your email campaign performance is to analyse how many subscribers aren’t regularly opening any of your emails.
Why are these subscribers important?
These subscribers were once engaged with your campaigns and excited to receive them, regularly opening your emails. It will also take longer and cost more money to gain a new subscriber than to retain an existing one. So what’s changed between then and now?
Email marketing strategies that aren’t customer-centric and focused on telling everyone about the latest sale or offer whether it will be of interest to that particular person or not will begin to breed disengagement.
In the same way retailers sell different products to different people, at different times, there isn’t a one-size-fits-all approach with email marketing. Effectively segmenting your email marketing database will enable you to create different strategies tailored to your recipients.
Analysing previous interactions with your email campaigns will highlight times of the day and days of the week with the highest open rates, most clicked content and devices used to begin effectively targeting.
Customers who feel more valued are much more likely to be highly engaged.
How to tackle this issue?
Just like a game of chess, it needs to be strategically targeted, to regain as many subscribers as possible. This means taking those inactive subscribers out of the regular email cycle and putting them on different customer journeys with renewed objectives. These objectives could be to increase opens, clicks or conversions.
Data insight forms a big part in identifying the number of un-engaged recipients you have within your email mailing list. But it’s all too easy to ignore these subscribers or to exclude them altogether from your regular dispatches and not send them anything at all, instead of dealing with them head on.
Don’t let the issue fester and implement a strategy to deal with it head on.