If you take care about the type of messages sent to your clients and their frequency, email marketing can do wonders to your business. Most often, we don’t pay attention to the leads that don’t reply and consider them dead. However, instead of abandoning those leads, you can separate them and target them more aggressively on a weekly basis with revised price offers. Eventually, this segment can also start generating revenues.
Following steps can help you revive dead lists:
List Segmentation
Analyze data to understand the basis of segmentation. Check which list member exactly opens the mail, avoids the mail, responds to the mail, visits the website, generate enquiries or makes purchase. Then segment the list depending upon the type of action taken by the clients.
Create a separate list of contacts that had subscribed to your products but are not active since at least 6-12 months. Concentrate your efforts to revive this segment.
Targeted Mailings
Design targeted mailing campaigns keeping this inactive segment in mind, so that they think of giving your company's products a try. Create aggressive offers providing low-priced samples or full-sized products at sales prices. Mail about these offers on a weekly basis to aimed at tempting this group.
Managing Adverse Response Rates
Rolling out email campaigns solely to the inactives is dangerous as in case they spam you, it will impact your company’s standing with email-marketing regulators and portray you in bad light. Therefore, create even smaller groups of members with spam complaints and most opt-outs. After they are singled-out, club them with the company's strongest-performing active segment and mail them together.
This will help you lower the spam complaints, proportion of opt-outs and nullify the effect even if they spam you.
