Email subscribers are precious. It takes a lot to get someone to subscribe to your newsletter in this day and age, you should never take them for granted.
But no matter how much value your emails deliver, inevitably a portion of your subscribers won’t open them. And this could be due to a variety of reasons. Maybe they signed up by accident. Maybe their inbox is overflowing. Maybe they meant to unsubscribe and never got around to it.
Regardless of the reason why, it’s not a good situation because a low open-rate tells email ISPs that people aren’t engaging with your law firm. In turn, it can result in poor email deliverability, which creates a vicious cycle.
That’s why it’s important that you know what to do with inactive email subscribers. Here are some tips.
There’s a certain amount of subjectivity to the word inactive. Mailchimp explains, “An inactive subscriber is an opted-in contact with a valid email address who has not opened or clicked your campaigns recently. The amount of time it takes for a subscriber to become inactive depends on your sending frequency, and the type of product or service that you promote.”
So the first step is to determine exactly who this terms applies to. For instance, if you send out emails once a week, this might be someone who hasn’t opened your last five emails.
Clean Your Email List
Once you know which subscribers constitute as inactive, you’ll want to “clean” your email list by deleting those who aren’t interested. How do you do this?
First, you’ll want to make sure that a subscriber doesn’t wish to receive your content. I suggest sending out an email to this segment that formally asks if they’re still interested. If they say yes, great. Just keep them on your list.
But if they don’t respond, you’ll want to delete them because they’re essentially dead weight and are going to hurt your email deliverability.
Nurture the Subscribers You Retain
As for the subscribers that respond, it’s important to focus your efforts on improving your relationship and moving them further down the sales funnel.
And sometimes this actually means emailing them less. If a person isn’t opening your content because they feel overwhelmed by the volume of emails your sending, you don’t want to push your luck by emailing them all of the time. Instead, you can allow them to adjust their email frequency setting.
For everyone else, you may want to offer them special promotions or send them exclusive content to pique their interest. Or you can always ask them why they stopped engaging with your law firm and if there’s anything you can do to improve their experience.
Having inactive email subscribers puts you in a precarious position, and you may not know what to do with them. Following these steps should effectively address the situation so that you’ll know which ones to keep and which ones to delete. At the end of the day, this should make for a healthier email list and improved deliverability.
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