Email list health isn’t just about getting more and more subscribers. It’s about giving the boot to ones who aren’t opening, clicking, or otherwise engaging with your messages. It’s hard to say good-bye, but doing so is a must in several cases. This blog post has the down and dirty about when and how to get rid of unresponsive subscribers.
Since keeping an eye on disengaged subscribers is a must in order for you to try getting them back, or perhaps take them off your list, we’ve created special reports. Professional Edition users can access engagement counts, inactive subscriber, and passive subscriber reports to better track email readers’ behavior. These metrics fuel the fire for re-engagement campaigns, and eventually, give you a fully-engaged, healthy list.
And just so we’re all on the same page, let’s cover the definitions of some key words:
Active: A subscriber who has clicked a link inside an email.
Passive: A subscriber who has opened an email, but has not clicked.
Inactive: Inactive indicates a subscriber who has not clicked a link and not opened a message.
Let’s dive into the Engagement Counts report.
This report gives you an overview of:
- Active subscribers
- Passive subscribers
- Inactive subscribers
You may be scratching your head here. This report covers all three metrics, so why are there two other specific reporting features for passives and inactives? The reason is the Engagement Counts report gives you a number for each category – no name, email address or other information. It’s just a broad picture of your list, while the other reports give you details about those numbers. To pull the Engagement Counts report, go to Reports>Generate Report>Standard Report Library in Professional Edition. Click RUN.
Enter the time frame of when you want to pull the metrics. Professional Edition will automatically show any open or click-through number from all campaigns within the date range you choose. It’s a good idea to use the Exclude Days function. If someone subscribed in the past week and hasn’t clicked in an email yet, you don’t want to send him or her a re-engagement email. Use your best judgment on amount of time to enter into this space.
The rest is fairly simple: List name, format and report name. Click submit and you’ll be able to download the report under Reports>File Manager>Reports.
Pull the Inactive and Passive Subscribers Reports in much the same fashion as the Engagement Counts Report: Go to Reports>Generate Report>Standard Report Library. The Inactive Subscribers and Passive Subscribers reports will both be listed. Include a from and to date range, exclusion days, a list name and the other information.
These reports will give you specific data about subscribers who haven’t engaged with your emails. It’s a good idea to send these unengaged subscribers a re-engagement campaign to either get them back on board with reading your emails, or to unsubscribe them from your list.
Remember, only an engaged list is a good email list!