Well, keeping those inactive contacts in your database can do more damage than you might realize.
First of all, many customer relationship management and marketing automation platforms charge based on the number of contacts in your database. If you have several thousand contacts that will never be a return on your investment, then you could be overpaying.
Next, if a significant portion of your audience never engages (and will never engage), your actual engagement metrics may be much better than is currently being reported.
By removing those contacts, you may see an increase in your engagement metrics.
Finally, engagement is one factor that comprises your Sender Score or Email Sender Reputation.
If the email service providers see that there's a significant portion of your audience that never engages, then they may divert your marketing messages to the spam folder, even for those prospects who look forward to the messages. (We have another article that goes deeper into this topic.)
But before you purge all those inactive contacts, consider that there may be several different reasons why your contacts haven't engaged. For instance:
Re-engagement campaigns work best on contacts that fit into the first category, and can perhaps get a clarifying response from those in the second.
The second two groups are harder to re-engage because they aren't seeing your emails. If they don't engage for more than a year, you should consider removing them from your standard segments or even removing these contacts from your database to free up space.
Here are some tips for using Motiva to analyze and re-engage those contacts before removing them from your database. Of course, you won't revive them all, but you may reactivate some.
Step 1: Analyze Inactive Contacts
Start by analyzing the inactive contacts based on their contact features, so you know their industry, job title, region, etc.
You also want to know what email content has engaged them in the past. This will help you understand the audience and inform your approach for re-engagement.
Motiva Persona Reporting
Isolate the inactive contacts in an Eloqua segment and connect that segment to a Persona card in Motiva to answer questions 2 and 3 above.
Step 2: Approaches for a Re-Engagement Effort
If contacts aren't engaging with your current messaging, they will not choose to opt-in to your current strategy. They'll just unsubscribe.
They may, however, choose to opt-in to something else that's more relevant. You can try:
With any of these options, make sure you're offering something meaningful along with your opt-in, so contacts experience the benefit of your communication. This could be a helpful resource or a special offer.
Here are several approaches:
1. Learning Engine: Easy learning phase using Message Testing
2. Opt-In Message Test: Direct call to engage with a specific preference center. The preference center may be a separate landing page or just a subscription management area as part of another landing page.
3. Opt-in Email: Direct call to engage with any preference center.
4. Targeted Nurture Sequence
Expectations & Goals
So what should you expect?
This re-engagement effort won't bring all these contacts back from the dead. However, if they've been looking for a particular type of asset (newsletter, white paper, case study, etc.) or offer, it will slowly re-engage those contacts. You should expect to see open rates between 1-5% for these re-engagement campaigns.
For the other contacts, see if you can engage them using different channels.
If it's clear you cannot reach them, it's time to remove them from your contact database. But this kind of targeted approach to data hygiene will ensure that you aren't eliminating contacts who might be customers in the future, while purging the dead weight that may be holding down your engagement metrics and sender score.
Motiva can help identify and categorize inactive contacts to help you determine which might be re-engaged and which should just be purged. Learn more about our Dark Pool Cleanup.
Ready to see what Motiva can do for you? Pick a time to see Motiva in action!