Data Management Strategies – Managing Chronic Non-responders (never open or click) Part I
Whether you are a major enterprise or a small start-up, managing chronic non-responders, records who never open or click your emails, will help protect your sender reputation by reducing the chance for a spam compliant.
The first step is to identify the records who haven’t opened or clicked any emails during the past year or whatever timeframe you prefer.
Smart List - Not Opened or Clicked Any Email in Past Year
In this example I am setting the Min. Number of Emails sent to a record to 20.
FYI - It is possible to click an email without opening it.
Activity log example:
Here is an alternative way to get the same results.
Smart List #1 - Not Opened Any Email in Past Year
In this example I am setting the Min. Number of Emails sent to a record to 20.
Smart List #2 - Clicked Any Email in Past Year
Smart List #3 - Not Opened or Clicked Any Email in Past Year
In my next article I will demonstrate how to set the records to Marketing Suspended to prevent accidentally sending them a promotional email while you determine a strategy to get them to re-engage.
Here is Part II of this article.
By the way, here is a similar article about identifying your chronic non-responders and the importance of managing them written by Kristen Carmean.