More is not always better when marketers engage in e‑mail campaigns. For a certain group of consumers, receiving more promotional e‑mails means pressing the delete key more often. One study shows that over 70% of marketers keep these consumer names on e‑mail lists for up to 2 years even though the messages are never opened.
The study, conducted by Return Path, highlighted the missed opportunities to win back a customer on the part of some of the country’s largest retailers. Many of the retailers in the study continued to bombard non-responsive consumers with e‑mail, sometimes up to 8 times a week. A wiser strategy would be to first identify inactive subscribers. Marketers should then decrease e‑mails directed to these subscribers. An additional strategy is to send a ‘win-back’ or promotional message. When all else fails, a marketer can notify the subscriber that e‑mails will stop unless it hears otherwise.
Taking these steps can help marketers improve their results. Writing for Internet Retailer, Katie Deatsch points out that non-responsive subscribers “dilute e‑mail response patterns, skew metrics and make optimization more difficult." Marketers may soon be adjusting their e‑mail campaigns in order to reduce costs and avoid contributing to the deluge of communications that results in some transmissions ending up in the spam folders.[Source: Deatsch, Katie. Many retailers keep sending e‑mails. InternetRetailer.com. 24 Aug. 2010. Web. 1 Sept. 2010]