The Email Wars

One of our clients recently sent out an email to let the subscribers help them clean up their email lists. I applaud this action as too many marketers use the total subscriber number as a metric to live and breath by and not the real one to measure. Who wants your email and who will be your most valuable subscriber.

If you are to segment as they did on opens, reads, clicks and conversions over a period of time (I often use a 6 month time frame, depending on how many campaigns you are sending) and then target those that are inactive or less active with an email like this, you will get the response you need to cull the list.

When your lists are healthier, then your campaigns will perform better.

We typically take those that have no action on a campaign like this and move them to an inactive list which then takes a less frequent and different approach with the Customer Lifecycle Value process.

It is a new year, and time for some pre-spring house cleaning of your lists. Ready to take the challenge? I hope so.

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