Visualize your ideal customer

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Your email service provider should be able to show you metrics for each subscriber, such as email open rate, click-through rate, and conversion rate. You can use this information to identify inactive subscribers and target them with re-engagement campaigns.

However, sometimes it can be worth removing inactive subscribers immediately. If a user has never engaged with your brand beyond their first subscription – especially if it’s been a while – then it’s probably ea sri lanka mobile database sier to just delete the address and move on.


Your ideal subscriber is someone who opens and engages with every email. But who exactly is that?

By creating a buyer/customer persona, you can gain a clearer picture of your ideal buyer and create hyper-targeted, personalized content. A buyer persona is a semi-fictional description of your ideal buyer based on market research and data.

Subscriber personas also help you generate higher-quality leads, which in turn leads to a higher-quality email list. This means you can spend less time consistently cleaning up your emails every month and more time refining your email style guide and creating campaigns that drive results.

Use the right list management software
Email automation software can help you manage your email lists more effectively. Popular tools include ActiveCampaign, Moosend, Mailchimp, and SendinBlue. In addition to market research, they provide the information and tools you need to segment your email lists based on interests, behavior, subscriber engagement, and more.

With list segmentation, you can create personalized and targeted email marketing campaigns that drive engagement and higher ROI.

Other useful features of email list management software include contact categorization and two-way data synchronization between applications to keep lists organized and up-to-date. It should also integrate with your other communication tools, such as call center software and CRM. For example, you can create triggered emails that are sent immediately after someone interacts with your virtual receptionist service or chatbot.

Make it easy to unsubscribe
A complicated or lengthy checkout process can damage your business's reputation.

Whether it’s because their interests have changed or they accidentally subscribed while making a purchase, sometimes users will want to unsubscribe. By giving them an easy way to unsubscribe, you can organically maintain good email hygiene while maintaining your positive reputation.

A simple link in the footer of the email and a playful confirmation message usually do the trick!

Launch a campaign to re-engage inactive customers
Once you have identified all of your inactive users, you have three main options. The first, as we mentioned earlier, is to simply remove them from your list. The second option is to target them with a re-engagement campaign.

Re-engagement campaigns specifically target inactive users with hyper-personalized, incentivized offers. Discounts and vouchers are popular, but asking questions and demonstrating new features are all ways you can attract inactive subscribers back.

Find inactive users and give them the option to log out
If you are concerned about premature removal of inactive users, you can try reaching out to them in advance via email with an unsubscribe option.

Unsubscribe emails typically trigger one of three actions. Either the user gracefully unsubscribes from your emails (which means less manual email cleaning for you); they become unresponsive (which is a sure sign their address should be removed); or they re-engage, especially if you inject a bit of humor and emotion into the process.

Try the opt-down option
You can also present your users with an email marketing strategy called "opt-down." Opt-down simply means that users can customize the type and frequency of emails they receive. This customer-centric approach ensures that users only receive what they are interested in. They may also prefer another method of communication instead, such as phone or SMS. For phone