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How to fight “ghost subscribers”

Despite the importance, commitment or impact of a mailing campaign, its creators will always have to face a scourge: that of inactive subscribers. A sign that the strategy used is not the right one.

It is the headache of all marketers when designing an email marketing campaign and the starting point when designing an action plan. But not all is lost. For Dave Walters, an expert in digital marketing at the IBM company Silverpop, “marketers” should not throw in the towel with inactive subscribers, since there is the possibility of winning them back in the long term. How? Take a pencil and paper.

First of all, it is necessary to lay the foundations of the campaign and define what your company understands by “inactive subscriber”, since there are discrepancies and each company interprets the concept  Peru Email Database according to its objectives. On the other hand, it must be considered that a consumer can be active in other channels, even if it is not in the reduced environment of email marketing. What the “marketers” have to do is evaluate and segment their potential consumers in different channels to know how to target each of them without losing them permanently. The essential: maintain direct contact with the customer without overwhelming him.

Another basic action is to analyze your complaints and concerns. That is, what elements fail in this channel that can cause rejection, disinterest or inactivity in the consumer.

And attention to the content. According to experts, in most cases this is the main weak point: offering content that is not relevant enough. The solution is to create simple, direct messages with a clear value for the consumer, which is known as “call-to-action” or call to action.

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And of course, do not try to change the consumer, or modify the subscribers’ preferences. Repeatedly offering something they haven’t asked for they will have a Buy Leads  first impression of you  beforehand can destroy your relationship with your subscribers.

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