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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
We just purged a lot of dead contacts. We do this about once every three years.
We are on mail2 and there is a way to grab people who haven't opend or clicked and we sent those people an e-mail telling them they needed to update their profile or they were going to be unsubscribed. We saved a very small portion of people, but it gave everyone the option.
About a month after we sent this e-mail, we purged the people who hadn't opened, clicked or had a zero engagement score for people from X date to Y date (so we didn't accidentally unsubscribe new folks).
Since we pay by the subscriber count, it is a way to save a bit of money. But we don't do it often. And it really doesn't affect our open rates on our newsletter in the positive or the negative.