Attention all Email Marketers! When was the last time you cleaned up your ‘Toxic Segments’? Essentially, these are the people who inhabit the ‘dead space’ in your company’s database. Don’t get me wrong, they’re all subscribers, so they aren’t necessarily an unmarketable group.
You have all their updated contact information and they haven’t unsubscribed – but this is the group of subscribers who, for whatever reason, have never opened any of your previous marketing emails.
But this should be okay because they made the choice to subscribe to your company, right? Wrong! Emailing your ‘Toxic Segments’ again is actually doing more harm, than good.
Contrary to what some people believe, sending multiple unopened emails to your ‘Toxic Segments’ should be eliminated completely from your database due to the fact that each ISP of every email client has a scoring system to check whether your emails are worth sending through to them.
Just the mere fact that when a large portion of people on your subscribe list haven’t opened any of your marketing emails received from your company email address, it scores your company’s reputation down and, eventually, red flags your ISP and marketing emails as Spam.
So now that you know it’s not a good idea to let your Toxic Segments stay idle, here are three effective ways to manage your company database and getting through to your active subscribers.
Keep an active list of people who haven’t opened your emails in the last 3 – 6months. This timing is dependent on the length of your sales cycle. Make sure that you avoid sending out emails to the people on the list. Review how many emails you are sending out to people versus how many are actually being opened and consider your strategy based on the number of people who have opened your emails.
Before completely cutting off contact with your unopened list of subscribers, consider placing in a highly-targeted ‘break-up’ re-engagement email. Remind them that they’re missed by you and you’re just dropping in to say ‘hello!’ These ‘break up’ re-engagements emails work effectively well because not only does it remind your subscriber that their on your list, but it gives you a chance to offer an incentive to them, before they decide to, officially, say goodbye!
Also, by having a simple ‘one-click unsubscribe’ button helps get rid of your ‘Toxic Segments.’ Ultimately, you give your subscribers the opportunity to say goodbye and, in turn, this will clean your data base out.
It’s a great idea to offer several choices for your active subscribers to tell you how often they want to be communicated with. You can offer weekly, bi-weekly, monthly, and quarterly contact.
By implementing the previous strategy, secure that you’re ‘Toxic Segments’ are cleaned up, by adding Auto Frequency.
Auto frequency allows your Marketo to check on a subscriber’s online behaviour to review the frequency of when the subscriber is opening your marketing emails compared to how often you’re sending them. Your Marketo can adjust how often they receive emails, according to their preferences.
For example, if a subscriber gets one email a day, but they’re only opening one out of every five email messages, the subscribers email preferences will automatically adjust to ‘weekly.’
Turning on Auto Frequency, saves a lot of time entering manual hours on your end managing lists of weekly, bi-weekly, monthly, and quarterly subscribers. Make sure to manage people’s communication preferences based on what they’re comfortable with. You should avoid over-saturation of messaging too early because they might not open it!
What do you do about your company’s ‘Toxic Segments’? Have any tips on managing Inactive Subscribers lists? Let us know with your comments and suggestions and let’s move the conversation to social media!