Savage address cull a bit too drastic?
Latest posts | Feed | By Mark Brownlow on May 04, 2007
Zachary Rodgers describes how CBS SportsLine pruned a subscription list rather aggressively to remove inactive recipients.
Now putting quality over quantity is a good thing, for many reasons.
According to the report, they sent one message to every person on the list asking them to reconfirm their subscription. Anyone failing to do so got unsubscribed automatically.
Two questions:
1. Why only one chance to reconfirm? We know that it's not the same people opening every issue. Even your most avid fans probably don't read every issue. Give them a second chance.
2. Before you unsubscribe them, how about one last email specifically written to rekindle interest in your newsletter? Or with a request for feedback on what you might do better? Sure would be nice to know why people are no longer interested. Might you win them back with changes that still fit nicely with your business goals?
(P.S. To be fair, it looks like CBS Sportsline have realized something similar and intend going about the cull more delicately with other newsletters.)
More on list management | Tags: email marketing, list hygiene, list quality
Now putting quality over quantity is a good thing, for many reasons.
According to the report, they sent one message to every person on the list asking them to reconfirm their subscription. Anyone failing to do so got unsubscribed automatically.
Two questions:
1. Why only one chance to reconfirm? We know that it's not the same people opening every issue. Even your most avid fans probably don't read every issue. Give them a second chance.
2. Before you unsubscribe them, how about one last email specifically written to rekindle interest in your newsletter? Or with a request for feedback on what you might do better? Sure would be nice to know why people are no longer interested. Might you win them back with changes that still fit nicely with your business goals?
(P.S. To be fair, it looks like CBS Sportsline have realized something similar and intend going about the cull more delicately with other newsletters.)
More on list management | Tags: email marketing, list hygiene, list quality
[This post brought to you by Campaigner Email Marketing]
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