Login Enterprise Contact Us
Speak to an Email Marketing Expert
877-789-ELITE (3548)
Email Marketing > Learning Center > Build/Manage Mailing Lists > Gathering In-Active Contacts
Back To All Articles

Follow Elite Email

Like Elite Email on FacebookFollow Elite Email on TwitterElite Email RSSElite Email YouTube Channel Start Free Trial

More Resources

Getting Started with Email Marketing

Getting Started with Email MarketingReady to kick start your email marketing? Learn about best practices and strategies to ensure you'll have great results.

Elite Email TV

Elite Email TVHelpful high definition training videos that can assist you in become a master of Elite Email.

Email Marketing Tips & Tricks

Email Marketing Tips & TricksLearn some helpful tricks of the trade to take your email marketing to a new level and boost your results even more.

All About Spam

All About SpamIn order to make sure that you never get accused of sending spam, it's important to have a deep understanding of it.

Email Marketing Glossary

Email Marketing GlossaryMaster all the email marketing lingo and impress your colleagues around the water cooler.

Email Marketing Training Course

Email Marketing Training CourseA 7 issue training course that takes you through the basics of Elite Email and email marketing in general.

Tests & Quizzes

Tests & QuizzesPut your email marketing knowledge to the test with these interactive quizzes. Can you find the email lingo in the word search?

Gathering In-Active Contacts
A key component to success while using an email marketing program is maintaining a high quality contact list. There are several tips to maintaining this list; here is one of many to follow.

A key component to success while using an email marketing program is maintaining a high quality contact list. There are several tips to maintaining this list; here is one of many to follow.

Article:

In the world of email marketing programs your contact list is your life force. Maintaining its quality will determine your success using email marketing campaigns to get the message out.

Every mailing list has those subscribers that haven't opened, clicked or responded to your email messages. These subscribers don't ever get recorded as spam complaints or don't take the time to unsubscribe; however, they actually increase your costs and reduce the accuracy of your open, click and conversion rates. Industry numbers have shown that very quickly after you farm your contact list it begins to age and therefore lower in quality. After 2 months the open rate drops about 45%. After 6 months the open rate dips lower another 37%.

After your list has aged two years, the open rate will settle around 33% lower. These are some great reasons that it is important to clean up our list, and continue to maintain it so that you are being as proactive as possible in ensuring that your list is the highest quality.

Here is a tip that you can put into practice to ensure your lists maintains their quality as time passes.

Tip #1: Gather Inactive Contacts

Even though it is VERY tempting to just delete the subscribers that have been inactive during previous sending, it is far more prudent to separate these contacts into an isolated list. Here is why: Once you've determined the in-actives you can design email marketing program campaigns in order to persuade those subscribers into becoming active again.

Sometimes all they really need is a gentle prod and you can renew a relationship with a potential customer. This strategy can come in the form of something as simple as an email that asks the subscriber to opt-in again. If they do, you've recaptured a contact. If they don't, no harm done, now you can sink your teeth into the delete button!

So now it's time to separate "the boys from the men", as the saying goes. It is important to select a chunk of time to determine whether or not a subscriber is active. It should be long enough so that each recipient has received a fair amount of emails that they have had an opportunity to respond to. If you are unsure, the most recent six months is a good place to begin. In this time frame the recipient should have received a good number of emails (10 emails sent is a good volume) to get an accurate measure of their inactivity.

The next step is to retrieve your most recent reports and download it (normally this comes in the form of an Excel file). In order to make sure that you are sorting the subscribers who have received a fair amount of emails in the time frame that you've determined, you'll need to sort your list by number of messages sent to subscribers. Delete all subscribers that have received less than 10 messages.

Once you've determined who has received the correct number of emails to ensure their inactivity, then sort your list in descending order by email addresses that have opened the messages, and those email addresses that have clicked on the messages that you've sent. Then in the Excel file, delete everyone except those that have NEITHER opened NOR clicked on anything.

Presto, you've created your list of inactive subscribers. So now create an "inactive" group of emails in your email marketing program account and upload these contacts from the Excel list. Now you are ready to create a campaign to prod them back into the active column!

Stay tuned for more tips on email marketing program list maintenance. The more you know about keeping a high quality list, the more productive your email marketing will be. Remember, the quality of your list is where your email marketing success will begin and end!

Elite Email Blog

Get inside information from the email marketing experts at Elite Email. Tips, Tricks and
more to boost your
email marketing.

Elite Email Blog >>>

Let's Get Social!

Stay up to date on the world of Elite Email and email marketing by following us on various
social networks.

Like Us on Facebook Follow Us on Twitter Add To Google+ Circles

Learning Center

Become a true email marketing guru. Sharper your skills and learn new tactics in the most comprehensive resource
for email marketers.

Learning Center >>>