From Karon: It’s a rare occasion when I allow a guest to post to the Marketing Words blog. Truthfully, most people who ask simply don’t have anything original to say. I am pleased, however, to say that marketing/user experience expert Holly Cordner is the exception. Pay attention folks. Holly can help you get your email subscribers active again. Take it away Holly!
We all have customers who’ve become “un-loyal” for one reason or another. Perhaps they used to subscribe to your service but have let their subscription lapse in recent months. Maybe they made several purchases from your website in the past but now need to be reminded about how great your products are. Or it could be that they signed up for a free or reduced-price trial and canceled soon after it ended.
The Problem of Non-Responders
Studies have found that as many as 60-70% of the subscribers on a company’s email list are not active. In addition to the obvious problem of lost revenue, “un-loyal” customers aren’t buying and, therefore, aren’t contributing anything to your business’s bottom line. There are a few more issues with having unresponsive people on your email list than you may have realized.
Consider the following:
