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Once you decide to invest time and budget resources to upgrade your list quality, one of your first targets should be winning back the segment of your mailing list that has gone inactive.
That could be pretty sizable, given that half or more of a typical B2C (define) list can be inactive. (I explain why you should either win back inactives or move them off your mailing list in this column.)
Why Do Subscribers Go Inactive?
Any one of these conditions can increase your inactive segment, but you probably have two or more working together to amplify inactivity:
- List age. As email ages as a marketing channel, mailing lists themselves get older. If addresses on your list are five to 10 years old, they could be abandoned but not invalid yet.
- No welcome program to engage new subscribers immediately...
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