The goal to reveal your inactive recipients is to deal with them differently – not to remove them or ignore them. After you identify your inactive members and segment your list into "active" and "inactive" groups, you can still spend more productive time on active subscribers and also try to re-engage passive recipients.
Below are some tips on what you can do to "shake up" your inactive members:
- Use incentives. Consider offering them something for free or give them a discount for your products or services that will motivate inactive recipients to renew the relationships with you.
- Survey inactive subscribers. You may not get a definite answer but at least you can survey these recipients to find out the cause of their inactivity. A good idea is to also ask them what type of emails they would be interested in. And then take into account their suggestions while creating a copy of your newsletter for your "inactive" group.
- Make it easy to update profile. Using incentives make subscribers update their profile in your database – change email addresses, email format, preferences, demographics and interests. Using the updated information you will be able to send them more relevant emails.
- Try different send days/times. If you used to email on the same day or time of day, try to change your distribution time for inactive members.
- Adjust email frequency. As with experimenting on the send days and times, consider modifying the frequency of your emails at least for inactive recipients. If you normally send twice per month, you may want to test sending three times to active subscribers, but only once to inactive members.
- Create specific content. If your research uncovered some common traits among passive members, consider creating a different content especially for this group.
- Try different message formats. Try sending a text version of your newsletter, for example, but with specific links and content intended to drive action.
- Be creative with Subject lines. If you used a particular style of the Subject line, try to write it differently for the inactive recipients. Exciting Subject lines could be an effective method to re-engage passive members.
- Check your content against spam filters. Monitor if your content or images are causing the emails to be filtered by ISPs’ or users’ anti-spam tools. If you encounter any problems, take time to prepare different versions of the message that will not trigger the filters.
After each email message sent to the "inactive" group you discover that someone from those subscribers acted upon the email, move them to the main group. This helps you focus on the rest of inactive members and allows you track your success in those efforts.