<p>A case study documenting Spider Trainers’
effort to remove inactive leads to improve
deliverability and level campaign analytics.
Have a list of leads that you suspect or know
are inactive
Would like ideas about re-activating or re-en-
gaging your leads
Would like to make better use of your email-
automation system for managing inactive
leads
Need to cull your list to only those who wish
to receive your messages
Would prefer to reengage rather than archive
dormant leads
Want to improve your sender reputation
Email automation
List segmentation
Drip marketing
Nurture marketing
Reengagement campaign
Email marketing
Engagement
Reengagement
Unsubscribes
Inactive leads
Reactivating leads
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Beth Hayden, senior staff writer at CopyBlogger,
wrote, “A lot of email marketers take it very personally
when people drop off their list. They fret and sweat
over every lost reader; but I argue that there are many
reasons why you want to celebrate — not mourn —
when someone unsubscribes from your list.”
I think Beth is onto something. Not only should you
celebrate the loss, you should encourage it.
Many email-automation systems charge you based
upon either the number of leads in your list or the
number of emails you send. In either case, when you
send an email to a prospect that clearly has no interest
in your message, you are wasting money or effort, or
perhaps both. What’s more, this inactivity could well
be affecting your sender reputation and spam scores.
If true, then shouldn’t you ask yourself: At what point
are my inactive leads a liability? Is it time to clean
house?
In this case study, I’ll discuss a recent reengagement
campaign that we deployed at Spider Trainers. The
test list was small, just 2966 leads: 193 of which were
suppressed as system addresses, 336 that bounced,
and netting 2244 actual emails sent for the first
version, but I feel the process we implemented is
worth a look and may give you ideas for deployin