Your Inactive Email Subscribers Still Have Value

photo by cabezadeturco

When any business sends out their email marketing messages, there's usually one specific goal in mind: Make a sale. I know from the clients I consult with, that everyone is obsessed with their click-throughs. That's understandable, as that's the easiest way to quickly judge a campaign. Email marketing click throughs are important but just because you did not make an immediate sale does not always mean the email campaign was unsuccessful.

A leading marketing research company MarketingSherpa decided to find out why some of their email list subscribers were not opening their emails. They did it the old fashioned way, by picking up the phone and calling up subscribers to ask "Why aren't you opeing are emails?".

You might expect to hear a lot of different reasons but the most common one they heard was:

"I like your email. Don't stop sending it. I may not always have time to read it, but I want it."

Surprising? It turns out that almost 40% of the names subscribed through their email list builder were actually "delayed response viewers" meaning they DID open their marketing emails but not on the first day, often waiting up to 30 days to open their emails.

That made me think, I do the same thing as well. I'm signed up to all kinds of marketing news and marketing "guru" lists. I get tons of emails every day. I simply CAN'T read them all because I'm too busy working. But I don't delete them all. When I get the chance, I often scroll through, look at the sender names and subject lines and click on the best ones. I value these emails, even if I can't read them when they first come in.

Just because someone didn't click through on the first day, doesn't mean they're a loss. As long as that person is still subscribed, you can assume they still want your emails. Make sure you're writing good subject lines, make sure you're including content that they would want, and you can still get that sale!

Contact Orange Email Marketing for full service email marketing.