Being an email subscriber is a temporary commitment. Interests and circumstances change; expectations may not be met over time; email addresses are changed; perhaps other channels become preferred. And while things change, subscribers often don’t bother to unsubscribe for various reasons, leaving marketers with inactive subscribers. What a marketer does next can have serious repercussions on their deliverability, in addition to depressing their email metrics.
To examine the state of inactivity management, we subscribed to the email programs of over 100 major retailers using fictional personas. We opened and clicked on the emails we received until one day we stopped—and let 40 months pass…
At the end of that more than 3-year period, we found that the majority of retailers were still sending emails, many of them at exactly the same frequency that they mailed their active subscribers.
According to Return Path research, only 81% of all permissioned email worldwide make it to the inbox, with the remainder either routed to junk or undelivered. Poor list hygiene and management of inactivity levels are big contributors to the reduced deliverability, which translates directly into lost revenue.
In order to consistently achieve high levels of inbox placement, marketers must develop a comprehensive plan to address inactives. This report will cover all the necessary steps to creating such a plan.
Get the Full Report
>>Download the “Email Engagement & Deliverability Study” from Responsys’ Downloads page for free.
Other reports available from Responsys:
Viral & Community Links in Email
Retail Email Guide to the Holiday Season
Email Design Look Book 2011
Email Design & Coding Recommendations
Retail Email Year-End Trends for 2010
Black Friday & Cyber Monday 2010
…and you can find even more reports on Responsys’s Downloads page.
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