Have you ever changed email accounts, or created one just for a particular purpose? Thanks to services like Gmail, Outlook or Yahoo, it is very easy to create an email account in 5 minutes and then let it fall into oblivion forever. In addition, there are vital changes that make us change email, for example, if we start a new job or if at a certain age it no longer seems presentable to us to continue using
u can end up being considered as spam . If an email account is not opened for a long time, email providers may end up closing it permanently. This means that the emails sent to that account will bounce, and over time the number of bounces attributed to your will increase. If this percentage becomes too high, email providers may start to consider you spam. And then you will have a real problem reaching your users.
It highlights the weaknesses of your content . If a user is really interested in you, they will make sure to open your emails. But if you fail to add value to it, it may forever relegate you to its ghost account. So if your users do not open your emails, you may have to consider the quality of your content and the relevance of your offers.
The good news is that not all inactive emails are a lost cause . Sometimes, the user may still use that email address, but has filtered your emails. In general, we can establish three different cases: users who have never been active, those who have been customers in the past but are no longer active, and those who are buying your products but simply ignore your emails.
Get back in touch with users to ask them to verify their information and thus verify their interest in “getting active” again. If the answer is conspicuous by its absence, you should probably delete them from your database to focus on those who are really interested in your brand. As for the period of time to get back in touch, the answer depends on the situation: your customers can wait longer than people who have never opened one of your emails.
Take a look at Mail Tester . This tool offers you a lot of useful information about the situation of your email marketing, for example, if your emails are being marked as spam or what is the probability that they will reach their destination without problems.
Study the rate of clicks and opens over time . If you see a downward trend, it may be a sign that it’s time to rethink your emails: are the offers really relevant to users? Is the design outdated? Time to get down to business with your email marketing !