Dormant subscribers hurt the mailing list

You may know that if your subscribers do not open your emails (dormant subscribers) it affects your deliverability rates. As a result, the people who really need your emails and open them may start to receive them in a Promotion tab or in spam. Dormant subscribers hurt your mailing list.

This is why Hubspot recently removed 250,000 subscribers from their mailing list.

First, I did the same and started to automatically unsubscribe those who did not open emails within a month.

But then I noticed two things:
1. There are people who switched off images in emails and, as a results, the system can’t track whether they open emails or not.
2. There are periods in life when you have tons of work to do and temporarily just collect emails for the future.

Here is what I did to improve this situation:
1. I registered a separate mailing account with another sending IP and tied it to another domain.
2. When a system finds a person not active within a month:
2.1. It starts sending emails through a separate mailing account and IP so as not to hurt the active folks.
2.2. It decreases frequency of emails to one a week.
2.3. Adds a notification at the top of every email, that a subscriber is receiving less emails and a link to get back to the usual frequency.

As a result, that re-engaged 4% of dormant subscribers without hurting already engaged subscribers.

Source: e.growthhackingidea.com


Cheers,
Charlie Patel ;)



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