Was machen Sie mit inaktiven Newsletter-Abonnenten?

Why inactive email subscribers may be too good to dismiss

Conventional marketing wisdom tells us removing inactive subscribers from your mailing list is good practice – but is it? Here, we turn that wisdom on its head. I’ll show why inactive subscribers are still valuable to your business and explore how you can reactivate them. First, I’m going to tell a story of how I was recently shunned for all the wrong reasons and then give some ideas on a structured approach to make the most from inactive subscribers.

It’s simple really, I was recently removed from Dell’s mailing list despite spending around $40,000 a year with them online for the past few years.

In Dell’s eyes however, I was inactive. I hadn’t opened any of their emails for some time and so their marketing department had purged me from the list.