{"id":132,"date":"2011-11-21T13:50:03","date_gmt":"2011-11-21T18:50:03","guid":{"rendered":"http:\/\/tridence.wordpress.com\/?p=20"},"modified":"2020-06-26T22:12:54","modified_gmt":"2020-06-26T22:12:54","slug":"inactive-subscribers-are-still-valuable-to-your-brand","status":"publish","type":"post","link":"https:\/\/tridence.com\/blog\/inactive-subscribers-are-still-valuable-to-your-brand\/","title":{"rendered":"Inactive subscribers are still valuable to your brand…"},"content":{"rendered":"

Inactive subscribers are still engaged<\/h3>\n

Inactive subscribers are still valuable to your brand and can generate a significant amount of revenue.<\/p>\n

It makes perfect sense to stop emailing someone you know would never buy your products again or who actively dislikes receiving your emails.\u00a0But long-term inactivity isn\u2019t a good indicator of whether someone falls into that category. There are 5 reasons why your subscribers may be \u2013 or appear to be \u2013 inactive:<\/p>\n

    \n
  1. They\u00a0want your email, but haven\u2019t needed your product for a while.<\/li>\n
  2. You\u2019re receiving\u00a0false negatives\u00a0\u2013 your email is optimized to be read with image blocking on, so some subscribers could be opening it without you knowing.<\/li>\n
  3. The subscriber\u00a0doesn\u2019t want your email, but doesn\u2019t care enough to unsubscribe.<\/li>\n
  4. Email address churn\u00a0\u2013 the subscriber no longer uses or rarely checks that email address.<\/li>\n
  5. They don\u2019t see your email because it goes into the\u00a0junk folder.<\/li>\n<\/ol>\n

    By far the largest group is the first one \u2013 we call these people the\u00a0unemotionally subscribed. They will happily ignore your emails until they\u2019re ready to buy, because it\u2019s easier than unsubscribing and having to remember your URL or Google you later.<\/p>\n

    We\u2019ve gathered plenty of evidence on this group and demonstrated that while they might not read an email, they\u2019re still a very important customer base. For example:<\/p>\n

      \n
    • One of our clients generated $120,000 from subscribers who had not opened or clicked on the previous 25 to 40 emails.<\/li>\n
    • Another saw 14% of revenue generated by subscribers who did not open or click a single email.<\/li>\n<\/ul>\n

      Common marketing advice would have been to delete those subscribers after a year\u2019s inactivity. But by retaining unemotionally subscribed addresses, the client brought in a significant amount of additional revenue.<\/p>\n

      by\u00a0DAVE CHAFFEY<\/p>\n","protected":false},"excerpt":{"rendered":"

      Inactive subscribers are still engaged Inactive subscribers are still valuable to your brand and can generate a significant amount of revenue. It makes perfect sense to stop emailing someone you know would never buy your products again or who actively dislikes receiving your emails.\u00a0But long-term inactivity isn\u2019t a good indicator of whether someone falls into […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ai_generated_summary":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-132","post","type-post","status-publish","format-standard","hentry","category-brands"],"acf":[],"_links":{"self":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/comments?post=132"}],"version-history":[{"count":1,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/132\/revisions"}],"predecessor-version":[{"id":973,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/posts\/132\/revisions\/973"}],"wp:attachment":[{"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/media?parent=132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/categories?post=132"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tridence.com\/blog\/wp-json\/wp\/v2\/tags?post=132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}