Marketers dont pay attention to unresponsive subscribers

Published September 8, 2010 by David Wilson

Some research recently undertaken by Return Path showed that marketers generally don’t pay attention to unresponsive subscribers which is a huge missed opportunity and good be harming their sending reputation. Identifying unresponsive users is easy enough in this day and age but it's surprising that only 1 in 8 of the retailers who were tested sent a "win back" email of any kind. Just over a quarter stopped sending completely, so the vast majority were happy to keep sending to the same list for the period of 19 months.

Marketers are under pressure to deliver results and that makes them naturally busy people but there's an easy win here to show that response rates are improving as the database is honed over time.

Posted in: Engagement, Strategy.