It's tempting to view prospects with a consistent pattern of never opening your marketing emails as lost causes, but take a fresh look before you say "adios."
With inactive email recipients accounting for an average of 80% of a marketer's list, this segment represents a vast untapped reservoir of new customers.
As Russell McDonald, CEO of email service provider iPost, points out in a March 6, 2008 article on B to B Online, there are a number of ways to convert inactive email recipients into people who are happy to hear from you and inclined to respond.
Confirm that your emails are getting through. Domain delivery statistics tell a story worth reading. Low response rates could mean that your email is being detoured to a junk box. Consult with your email service provider to see if there are any correctable problems preventing delivery to in-boxes. You should also check to see if your IP address is on spam lists and take steps to get it removed if it is.
Sweeten the discount. To show first-time customers you're serious about wanting their business, offer a big discount on something, even if it's a loss leader. Get them to buy once and you greatly increase the odds that they will do business with you again.
Make your message provocative. You can't win over a hard-to-get prospect by boring them. Present your email message with as much substance and creative flair as possible and you just might break through the clutter and make a connection that improves your reception with future messages.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
Comments