Rekindling the fire… or how to approach managing inactive contacts?
Posted: Wed Dec 04, 2024 5:10 am
As an excellent contender that you are (and a regular reader of the Blog ), you have already adopted the appropriate behavior with your beloved database. You have been adapting the frequency and segmentation of your mailings for several months, and the topics and strategies are pertinent... But why on earth do these subscribers no longer bother to open a single email?
You also know that endlessly soliciting cold addresses or inactive contacts will not increase your KPIs, but rather the opposite... a low open rate will affect your online reputation and therefore your deliverability rate!
Before you consider a definitive breakup and a return to nature, here's how to put in place a good strategy to manage these inactive contacts . All it takes is a spark... or maybe two!
Dataventure recommends checking 2 key points:
1. Carefully analyze your database to identify inactive contacts.
Every database has its share of inactive people, but not all of them overseas chinese in usa data have the same profile . Once again, you have to segment them , just like you did at the beginning with your database.
Once you have a clearer picture of your target audience, you'll be better able to send them the right message. Here are the questions you need to ask yourself to get the right picture:
What is the source of this perspective? Is it reliable?
When was the prospect collected?
How many days of inactivity are you seeing from this lead?
How did he/she behave towards you? Has he/she changed?
When did he stop opening your emails?
What topics or types of correspondence sparked your interest?
Did you or didn't you know that "Allumer le feu" had been written by Zazie?
As you can see, answering these questions will help you understand to what extent your prospect or client has turned their back on you (and, by the way, is a true Johnny fan). Is it just the sign of a passing crisis or the imminence of a definitive breakup?
Obviously, an Internet user who has never opened one of your emails is no match for someone who hasn't clicked on the last six.
Depending on their level of inactivity, you can exclude them from your global database and add them to a specific mailing list . And for each of the subgroups you've created, you can create specific content to rekindle the flame and set realistic goals for getting your loved one back.
2. Adapt your content to awaken inactive contacts.
I might as well warn her from the start that this shot won't be very effective. In other words, you won't necessarily wake up your sleeping beauty with a single email, even if it contains a very attractive promotional offer. It may not be enough to make them want you...
No, to achieve your goals, you will need to deploy a multi-stage strategy to manage inactive contacts . That is, the automated email scenario.
Your only goal? Reactivation. But you will use this opportunity to produce new content and emails and exploit unusual angles. The most important thing is to put yourself in the subscriber's shoes to understand their indifference to reminders.
What makes an Internet user stop responding to your emails ? In what mood did they receive them? Did they feel too harassed? Was the content simply not appropriate? Did they change their email address? Were they greatly affected by Johnny's departure? Or by the crisis linked to his inheritance?
Perhaps the easiest way to do this is to ask them directly through a satisfaction questionnaire to get their current communication strategy on track.
This type of email shows genuine interest on your part: your potential customer will feel valued ... and then it's time for a second chance! In other words, click, then click!
You also know that endlessly soliciting cold addresses or inactive contacts will not increase your KPIs, but rather the opposite... a low open rate will affect your online reputation and therefore your deliverability rate!
Before you consider a definitive breakup and a return to nature, here's how to put in place a good strategy to manage these inactive contacts . All it takes is a spark... or maybe two!
Dataventure recommends checking 2 key points:
1. Carefully analyze your database to identify inactive contacts.
Every database has its share of inactive people, but not all of them overseas chinese in usa data have the same profile . Once again, you have to segment them , just like you did at the beginning with your database.
Once you have a clearer picture of your target audience, you'll be better able to send them the right message. Here are the questions you need to ask yourself to get the right picture:
What is the source of this perspective? Is it reliable?
When was the prospect collected?
How many days of inactivity are you seeing from this lead?
How did he/she behave towards you? Has he/she changed?
When did he stop opening your emails?
What topics or types of correspondence sparked your interest?
Did you or didn't you know that "Allumer le feu" had been written by Zazie?
As you can see, answering these questions will help you understand to what extent your prospect or client has turned their back on you (and, by the way, is a true Johnny fan). Is it just the sign of a passing crisis or the imminence of a definitive breakup?
Obviously, an Internet user who has never opened one of your emails is no match for someone who hasn't clicked on the last six.
Depending on their level of inactivity, you can exclude them from your global database and add them to a specific mailing list . And for each of the subgroups you've created, you can create specific content to rekindle the flame and set realistic goals for getting your loved one back.
2. Adapt your content to awaken inactive contacts.
I might as well warn her from the start that this shot won't be very effective. In other words, you won't necessarily wake up your sleeping beauty with a single email, even if it contains a very attractive promotional offer. It may not be enough to make them want you...
No, to achieve your goals, you will need to deploy a multi-stage strategy to manage inactive contacts . That is, the automated email scenario.
Your only goal? Reactivation. But you will use this opportunity to produce new content and emails and exploit unusual angles. The most important thing is to put yourself in the subscriber's shoes to understand their indifference to reminders.
What makes an Internet user stop responding to your emails ? In what mood did they receive them? Did they feel too harassed? Was the content simply not appropriate? Did they change their email address? Were they greatly affected by Johnny's departure? Or by the crisis linked to his inheritance?
Perhaps the easiest way to do this is to ask them directly through a satisfaction questionnaire to get their current communication strategy on track.
This type of email shows genuine interest on your part: your potential customer will feel valued ... and then it's time for a second chance! In other words, click, then click!