Hi there,
I'm wondering if anyone might have advice on how to best tackle a data clean-up issue we have.
When users subscribe to our email, they have the option to sign-up for an email list that targets people aged 35 and under. These emails provide discounts for our younger audiences.
We are aware that a lot of people seem to have auto-subscribed to this email, as we can see in their accounts that they are not in this age bracket. They cannot avail of the discounts, as they need to show ID, but it means they are sometimes being omitted from our general emails in favour of the tailored 35 and under emails.
We would like to clean up our data, so only those who actually require this tailored information are getting it. However, there is the nuance that some people may be subscribing to these emails to buy tickets for or pass along to family members or friends. For this reason, we don't want to mass delete all subscribers over a certain age.
Has anyone gone about cleaning up an email list like this and, if so, how did you go about it?
TDLR: Do you have any recommendations on how to thoughtfully amend a list of email subscribers to accurately represent those who wish to avail of our 35 & Under discount?
That's a tough one. I was going to suggest a bulk update of "on under 35s list, but not actually under 35", but... maybe it's more of a two step process. Can you pull a list of those who are over the age limit but on the list, and look at their associations (for younger members of their household), or see if they've purchased child/student tickets for other things (meaning, they'd know younger people for whom the email would apply)? And if they fit either of those scenarios, keep them, and boot the others
I can think of two options...1) it sounds like you also have birth date data? If so, you could choose to use that to send to folks who are actually under 35. 2) It sounds like some of these people over 35 actually want to receive these emails, so I would suggest adding a message at the bottom of the 35 and under emails like "do you still want to receive messages regarding our under 35 discount? click here to update your email preferences." Or I suppose you could do a larger campaign to your whole database regarding updating email preferences.
Hi Kathleen,
I really like this suggestion, thank you so much for your thoughts. It would be a good way to understand who's engaging with the emails in a way that is beneficial to them for sure.
Hi Kanani,
Thank you for your thoughts, these are great suggestions. I think option 2 in particular is something we'll consider.