The Problem of Dormancy
July 20, 2010 at 12:14 pm Arun Krishnan Leave a comment
Best enjoyed dormant
Sometimes dormancy is a good thing. Like when it comes to volcanoes. When volcanoes lie dormant, there are fewer flight delays to Europe.
But dormancy when it comes to an email list is not as good. An article in today’s eConsultancy says that as much as 40% – 70% of subscribers in an email list are dormant.
The author recommends four steps to combat this dormancy:
- Define the inactive segment.
- Create a series of win-back mailings designed to grab the subscriber’s attention
- Be sure to send win-back campaigns from separate IP addresses
- Get rid of the dead wood.
To this I would add a fifth point: Constantly replenish the list with new and engaged subscribers. Because it’s not just necessary to get rid of the dead wood. It’s also necessary to grow new trees.
And with that, I have to stop this post because I have reached my metaphorical limit for the day.
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