Reactivation Emails

Identify customers or prospects who are no longer opening and/or clicking on your messages
 •Use a 4 to 6 month timeframe
 •Also look at email at a secondary domain (e.g. Hotmail, Yahoo)
 •If someone has not opened or clicked in six months you
 may want to consider notmailing them.
Set a strategy in place to reactivate them
For bounces and other undeliverables consider email append or email change of address

Another important reason to care!
 •ISPs are starting to measure non-openers
 •It affects your reputation
 •A large volume of inactive e-mail recipients is considered junk by ISPs.
Remember, your most active subscribers generate all your traffic and revenue

What you can do
• Define and then identify inactives
• Send them unique content such as an invitation to get re re-involved
• Encourage subscribers to update their preferences, change lists, or change frequency
• Send a short questionnaire asking why they don't click
• Offer a welcome welcome-back incentive, one that doesn't go out in your regular e e-mails.
• Send less often
• Send a final goodbye e-mail which notes you will remove the address from your active database and no longer send e e-mail; include links and an offer to reactivate just in case