The relationship between a company and the subscribers in its database has dynamics very similar to any relationship between people: it starts with a lot of interest and enthusiasm, followed by a growth phase and then a period of stagnation where interactions decrease and the level of engagement loosens.
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Any company has a strong interest in rekindling the bond with their inactive users, reigniting the interest shown during the registration phase.
“Re-engaging a contact already in the database is more cost-effective than acquiring a new one.”
Not just reactivating, but also avoiding the spam folder
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This is because mail servers look for clear evidence that the recipient wants to receive the messages, and use these proofs as decisive factors in categorizing the message. However, determining the level of activity is becoming more sophisticated, and the details are not disclosed to preserve the accuracy and fairness of the evaluation.
“Google, Yahoo, and Libero look for clear evidence that the recipient wants to receive the messages, and use these proofs as decisive factors in determining if the message is spam.”
From our Deliverability experts, we know that there are multiple factors that contribute to establishing the “level of activity”, such as the type of behavior, the frequency of receiving and interacting, and the length of the customer lifecycle as a whole.
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The Manage inactive recipients feature is an automatic process set up with default settings. We recommend analyzing the situation before activating it with these simple precautions:
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Advanced Tools
If you need to create a series of ad hoc campaigns, targeting with more sophisticated and customizable filters, the “Deliverability statistics” package is available for an additional fee, regardless of the plan you are subscribed to. It includes:
Engagement Filters: These are used to identify recipients based on their level of activity, integrating additional values beyond just email opens. The factors that contribute to determining the level of activity are established and continuously calibrated by our deliverability experts to give you reliable and accurate results. The details are not disclosed as they contribute to MailUp's proprietary algorithm.
Engagement Statistics: Based on the algorithms, these allow you to monitor the response of your contacts and plan a series of reactivation campaigns.
If you have specific goals for your campaigns or need insights into your situation, our deliverability experts are available to assist you with guided support that will optimize the results of your campaigns.
Contact your sales representative for more information.