#2.17: The “Prodigal Readers” Issue
Most lists are filled with old/dead email addresses. Jumpstart results by reactivating your readers.
1> Danger of Dead Emails
2> Purge Dead Weight
3> Reactivate Readers
1> Danger of Dead Emails
Dead emails don’t just bounce — they hurt your entire email marketing campaign. Bad or inactive addresses artificially lower your open and click rates by padding your list size. Clear them out, to get an instant number boost (and a more realistic picture). Even worse, bouncing emails often trigger spam filters at ISPs who assume that a dirty list is a sign of a bulk operator. Get blocked and no one will get your messages.
2> More Subscriptions? Check!
People are constantly changing their email address. Studies show that more than 30% of emails change each year. This means that your list is probably filled with junk email addresses that haven’t been used for a long time. Chart the readers that haven’t opened over a long period, delete their subscriptions. Purging your list will shrink its size, but increase your open and click rates.
3> Self-Segmentation
Sometimes a call to action will re-ignite interest from readers. Before purging them off your list, offer one last chance to keep their subscription active. Send a bold “This Is Your Last Issue” message, maybe with an offer, or coupon, for something like a free download. Give them a re-subscribe link to confirm their interest. If this doesn’t get a response, delete them — they aren’t there anyway.