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Work in progress. |
Managing inactive recipients
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- Create a re-engagement campaign and try to "win-back" those inactive recipients in your mailing lists. View this section on how to setup a re-engagement campaign.
- Setup the inactive recipient management section, covered in this section below:
Setting up the The inactive recipient management tool is the last step in
Use the corresponding feature in your list preferences. You can choose whether to:
- reduce the number of messages sent to inactive recipients
- suspend them after trying to contact them
- unsubscribe them
Everything happens automatically. Remember that these are inactive recipients: the impact on your opens and clicks will be minimal, but the advantages in terms of reputation could be significant because - by definition - your level of engagement will go up (e.g. opens with less recipients = higher open rate).
section allows you to disengage those recipients who did not respond to your prior re-engagement campaign(s).
- The advantage of disengaging (and ultimately unsubscribing) these inactive recipients is that you clean your mailing lists and improve your overall email & engagement metrics. There are 3 steps in this process:
Step 1: Reduce mailing frequency
Limiting the number of sent emails to inactive recipients increases the likelihood that they'll open one of your emails. The logic is that with fewer of your emails in their inbox your recipients are more inclined to open one of your emails.
Step 2: Attempt to re-engage or unsubscribe
This feature automatically sends the "Email to inactive recipients" (i.e. the ultimatum email with a clear call to action: either to remain in your mailing list or to unsubscribe). Typically, you can see a 3-5% increase in subscriber engagement. This is a low percentage because we're talking about an already inactive audience. To modify the email message, click on the edit button or view this section.
Step 3: Unsubscribe recipient
Inactive recipients in this category will be unsubscribed. These recipients have had multiple opportunities to engage with your emails, however they have declined them all. There is no incentive for you to have these recipients in your mailing list and the system will automatically unsubscribe them. Having a cleaner (albeit smaller) mailing size will improve your engagement metrics, as shown in this case study by Marketing Sherpa.
