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Need the help of the Tessitura brain-trust:
Wondering how long organizations keep non-responding eMail addresses on their eNews lists (e.g., do you take someone of the list is they have never opened or never clicked? After how many years?)
Or, do you keep them on your list because it ‘boosts’ your stats with management (e.g., we have 50,000 eNews subscribers – but don’t say 35,000 of them have never done anything).
Grateful for your thoughts. Do you have strategies to try to 'engage' these non-responders?
In advance, thanks.
Elizabeth
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Elizabeth Weisser Director of CRM 92nd Street Y | 1395 Lexington Avenue | New York, NY 10128 | P: 212.415.5596 | eweisser@92y.org
Hi Elizabeth -
A great question and one we struggle with as well. The reason we currently don't strip 'non-responding' emails is that there isn't a truly fool-proof way to tell if someone has read your email. If they have images turned off (something many web browsers do now automatically) or get the text only version, often times you won't have any record of that person reading your email, even if they do skim it.
I think of myself as a patron of various email lists and I can go a long while without "actively" opening and reading an enews until I see something that catches my fancy. Then I download images and click through - and I'd hate to lose that person.
On the other hand, it is frustrating to have those skewed numbers...
- Heather
We're on WordFly - and our list isn't so large that we're running into cap problems - but the paying for those emails is definitely one of the reasons we've been asking the question too!