Email Deactivation Strategy: Are You Following It?

Once upon a time, almost more than two decades ago, marketers used to routinely send emails to a large number of potential customers, who had not voluntarily subscribed to the brand or the business. Email users’ inboxes were flooded with irrelevant emails from random brands, which they barely followed through on. Most email users, including you and me, still receive emails from brands that are spam or no longer useful. These days, email marketers are constantly struggling to achieve decent open and click metrics on their email campaigns. Let’s say you’ve been seeing a drop in your email open rates for the past few months.

By looking at detailed analytics, you learn that this decline is due to an increase in the number of subscribers who haven’t opened their emails for a long time. This happens because users choose to subscribe to your brand email list in the first place because of some amazing deals, news, or content that you offer. Over time, your campaigns change India B2B List your emails may no longer be useful to some subscribers. They stop engaging with your brand emails and often ignore, delete, or mark your emails as spam. These users lose interest in your emails, but don’t go as far as unsubscribing from your email list. This leads to a lower engagement rate, decreased email openings, and hampers your brand reputation.

There Are Two Ways

To deal with this: First, track down all inactive users and remove them from your email list. While this is the easiest method, it is not recommended as there is a risk of losing potential customers who were once interested in your emails. The second and more effective way to look at it is to implement an email deletion strategy. What is email extinction? Email deletion is the process of identifying inactive subscribers who haven’t engaged for quite some time with your emails and developing a strategy that either re-engages them or removes them from your email list.

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Executing a well-planned extinction strategy can bring the following benefits to your email campaigns: Have an active email list with users who are genuinely interested in your emails Improve your email deliverability Get better open rates, click rates and overall engagement for your campaigns Send more targeted and relevant messages to your users Maintain your reputation by sending messages only to those who want to hear from you So how do you execute an effective email deletion strategy? It’s important to clean your email list regularly, and to execute it, you need to have a well-thought-out strategy. An effective email deletion strategy includes the following key stages: Stage 1: Identify Inactive Users First, define inactivity for your business.

Determine How Long A User

Must be logged out before they are called idle. Once you decide that, collect inactive user data from your email analytics data. Although inactivity will vary from company to company, to begin with. Users who haven’t a single email from you in the last six months inactive. Stage 2: Segment Users Once you identify your inactive users, segment them based on two main criteria 1. Users who have never bought from you These are users who signed up for your brand emails. But have never made a purchase. Also, they haven’t opened any of his emails for the last six months. Here is an example of the email that sent to such users: Source: Really Good Emails.

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