Read Previous Related Articles:

Email Marketing – Improving Your Open Rates

Email Marketing – Resurrecting the Unengaged Subscriber

Step 1: Segment those who don’t open your email

Atomic has the ability to run a report on your list that puts a category of addresses you specify into a segment. In this example we will say that you run a report that pulls all the addresses of people who have not opened the last 20 messages you have sent. We can then prepare a message that is geared toward this specific group of addresses.

Step 2: Create a 2-part email send

Email 1: Subject Line: The subject contains a strong call-to-action like “Please confirm you want to continue receiving emails”

Body: Tell them that you cleaning your list and make it easy to stay and more importantly easy to unsubscribe. Do not hide the unsubscribe button from the user, they can always unsubscribe by complaint and that hurts you and us. Include contact information for those who may have not opened the email in time and wish to stay on the email list.

Email 2: Send an email a week later with the same information (to those who haven’t already unsubscribed)

Step 3: Rerun the Segment (Report)

Rerun the same segment and see the results of the last two weeks.

Step 4: Unsubscribe

Unsubscribe those who have not responded or taken any action.

Step 5: Smile

Feel good about keeping your list healthy and remember that subscribers who are not participating are worth less on your list than off. You save money on your sends, and you get a more accurate measurement of how your messages are performing.

References: Crawl. Walk. Run. – Email Marketing Strategies to uplift your results by Bronto Software