It's that time of year again - Valentine's Day. For many, it's filled with roses, boxes of candy, and cards telling that someone special how much they mean to you. You wouldn't send those things to someone who ignored you, would you? You would not put in the effort to show them how much they meant to you if they were not going to return it, right? Should you consider having this same mindset when thinking about your email subscribers? Perhaps.
An unengaged subscriber is one who does not engage with the email campaigns you send. They don't open your emails let alone click through them. Based on their zero engagement with your emails they are likely not interested in receiving what you are sending.
So, the question is? Should you continue to send to these people? My suggestion is:
1) Work with an email marketing agency to create a re-engagement email campaign. Send to everyone that is unengaged, encouraging them to start engaging with your emails. This might include offering an incentive to motivate them to come back.
2) If they responded...great! Try to send them an email reminder to update their preferences to determine how often they would like to hear from you. Then start creating those campaigns with the idea they may still need to be motivated to open and click through your emails with catchy subject lines, bold copy, or more incentives.
3) If they didn't respond? Perhaps it's time to suppress them from future mailings. It might help your statistics and deliverability to not send to these people. However, you might want to consider continuing to send to them for the off chance THIS time will be the time they open, click through, and buy.
It's a judgment call. To send flowers or not to send flowers? That is the question :-)
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