"The middle child on your email subscriber list needs some attention.
Those high-achieving oldest children—email subscribers who are active, engaged and likely to purchase—garner a lot of praise and interest. And a good amount of time is spent worrying about those rebellious younger children—those subscribers who have officially opted out.
But what about those who are technically subscribed to your emails, but are inactive and uninterested? These subscribers quickly delete your emails without reading them, but haven’t taken the effort to opt-out. It’s time to think about those middle children, or the “emotionally unsubscribed” as marketing blogger Joanna Lawson Matthew calls them"...read on
Posted by Bart Schaefer - September 10th, 2009
Captain Inbox says:
Never a truer word spoken, it is very easy to leave these guys to it and focus on the big clickers.
Also if you are already that white noise in their inbox you may have to come from a very different angle to get their attention. For instance a different from domain or address, a new style of subject-line and new creative etc. etc. ask for feedback and start a new dialogue.
Those high-achieving oldest children—email subscribers who are active, engaged and likely to purchase—garner a lot of praise and interest. And a good amount of time is spent worrying about those rebellious younger children—those subscribers who have officially opted out.
But what about those who are technically subscribed to your emails, but are inactive and uninterested? These subscribers quickly delete your emails without reading them, but haven’t taken the effort to opt-out. It’s time to think about those middle children, or the “emotionally unsubscribed” as marketing blogger Joanna Lawson Matthew calls them"...read on
Posted by Bart Schaefer - September 10th, 2009
Captain Inbox says:
Never a truer word spoken, it is very easy to leave these guys to it and focus on the big clickers.
Also if you are already that white noise in their inbox you may have to come from a very different angle to get their attention. For instance a different from domain or address, a new style of subject-line and new creative etc. etc. ask for feedback and start a new dialogue.
