The Dangers Of Using Old Email Lists To Boost Post Holiday Sales
We know that January can be a tough time for many businesses. Regardless if you are retailer, a publisher or in the gaming industry, chances are you had a nice revenue boost in December, and everyone wants to keep the momentum going after the holidays. We know that you will get pressured from your organization to send more email. Make sure you know the risks of sending emails to old or inactive lists and how you can create an action plan to reach out to them.
What Are The Dangers Of Sending Emails To Inactive Subscribers Or My Entire List?
Each ISP uses different filtering technology to determine a message’s inbox eligibility. However, we do know that all major ISPs will monitor whether or not their users are logging in to check their email. When a user has not logged in for a designated period of time, it is assumed the email address is no longer active. ISPs will use this email address as a spam trap. Falling into these spam traps are going to ultimately damage your inbox eligibility.
How Should I Pursue Reaching Out To My Inactive Email Addresses Safely?
If you have not done so yet, design an email program that will reach out to your inactive email subscribers. We recommend “the sooner the better” approach. Give them reasons to want to once again become engaged. State any upcoming deals or specials you will be sending after the holiday season. You can also include a discount or offer to entice them to re-engage with you immediately. The PostUp Deliverability and Strategy Team recommends:
- Send these emails in batches of no more than 5 thousand records
- For those that do open or click, move them to your active subscriber list and continue to email to them during the holidays
- For those that do not open or click, discontinue sending regularly scheduled emails to them and only send to them on an infrequent basis.
We recommend that you consider reaching out to your inactive subscribers year-round and not just during the holidays or the post-holiday slump. The waterfall features in PostUp can be used to create automated programs that will nurture your inactive subscribers throughout the year. This is a great way to continuously clean your database, and depending on your offers, it can be used to create an additional revenue stream for your business.
As always, best of luck with your email marketing programs. If you have any questions regarding using old email lists, feel free to reach out!
Shelly is PostUp’s Director of Client Success.