Identifying your inactive or unengaged subscribers is a crucial part of your email list health.
Inactive subscribers are opted in prospects who have not engaged with your emails in quite some time.
It is crucial to identify and segment your unengaged subscribers as they have a massive impact on your email deliverability and the overall conversion rate.
By identifying the inactive segment, you can then send a re-engagement message & see if you could win back their interest.
And if those inactive subscribers still don’t show any response to your re-engagement campaigns, then it is wise that you remove them from your prospect list.
This will assure you that you are reaching out to people who are interested in your business or brand or what you have to offer.
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Let us now see how to keep track of most engaged subscribers. Lead scoring and tags are great ways to identify this.
Lead score measures the engagement of your contacts by assigning a score based on their behaviors.
Therefore, the more they interact with your brand, the higher their score will be and the less they interact with your brand the lower their score will be.
Define the call to action for your business
Call-to-actions could be different for different businesses. You need to think about the actions you want your prospects to take to meet your business goals.
Now you need to check how and when a recipient interacts with your business. This will help you to frame a story about their journey with your business.
Some of these actions are more impactful than others. For instance, opening an email or clicking a link in an email doesn’t signify as much intent as visiting a product page or purchasing a product.
You can give a score to each action based on its significance. Then you can set the rules for open email and link clicks to expire after a month.
Another way to identify is by using tags and automation.
Tags and automation
You need to create an automation that triggers when a subscriber visits your product page, makes a purchase, or submits a form.
And this trigger should be considered as engaged for a certain time frame, say 30 days. After thirty days, if the subscribers do not further engage, they will be considered unengaged.
You need to set metrics
It is good to use a greater number of metrics in your analysis for a better picture of your prospect’s behavior.
Here are some metrics you could use.
- Subscription date
- Date when they last opened your email
- Date when they last clicked on a CTA
- Last purchase date
- Last visited date to your website
- Last account login date
- Date when they last attended your seminar or conference, etc.
When you keep sending emails to unengaged subscribers, it could harm your email deliverability. And when the email service provider such as Gmail or Yahoo notices that you are sending emails repeatedly to recipients that aren’t opening them, they would divert your emails to the spam folder.