the startups.com platform about startups.comCheck out the new Startups.com - A Comprehensive Startup University
Education
Planning
Mentors
Funding
Customers
Assistants
Clarity
Categories
Business
Sales & Marketing
Funding
Product & Design
Technology
Skills & Management
Industries
Other
Business
Career Advice
Branding
Financial Consulting
Customer Engagement
Strategy
Sectors
Getting Started
Human Resources
Business Development
Legal
Other
Sales & Marketing
Social Media Marketing
Search Engine Optimization
Public Relations
Branding
Publishing
Inbound Marketing
Email Marketing
Copywriting
Growth Strategy
Search Engine Marketing
Sales & Lead Generation
Advertising
Other
Funding
Crowdfunding
Kickstarter
Venture Capital
Finance
Bootstrapping
Nonprofit
Other
Product & Design
Identity
User Experience
Lean Startup
Product Management
Metrics & Analytics
Other
Technology
WordPress
Software Development
Mobile
Ruby
CRM
Innovation
Cloud
Other
Skills & Management
Productivity
Entrepreneurship
Public Speaking
Leadership
Coaching
Other
Industries
SaaS
E-commerce
Education
Real Estate
Restaurant & Retail
Marketplaces
Nonprofit
Other
Dashboard
Browse Search
Answers
Calls
Inbox
Sign Up Log In

Loading...

Share Answer

Menu
Email Marketing: How to make the most out of an email list of 425,000 emails that has been dormant for years?
KT
KT
Karen Talavera, Email Marketing Strategy & Performance Improvement answered:

As others have said, proceed with caution! Assuming you've already used a top email list hygiene provider like Fresh Address or Webbula (if you haven't, you might need to clean it again), here's what I suggest you do next:

1) Interrupt your pattern of sending content newsletters with either a preferences or general survey, ideally with an incentive for completion (random prize drawing works well). At this point, sending a campaign people will be HIGHLY MOTIVATED to open and click is key, since leading ISPs such as Gmail and MSN are increasingly using engagement metrics to determine whether your email keeps getting delivered or gets junked. Also, conditioning a pattern of response early is important to getting people to engage on a regular basis.

2) Vary your messaging to include other campaigns than just newsletters. People grow immune to repetition. What stand-alone messages can you work into the schedule? Maybe a weekly spotlight on a featured piece of content, interview with a subscriber, weekly trivia, etc. These are all great for engagement.

3) Keep a strong eye on your deliverability and reputation as an email sender. Look into ReturnPath's services.

4) As far as "dropping email addresses that have not engaged with any campaigns" consider your options and define "engagement". What are the actions and thresholds of activity that constitute "engaged" - is it no opens/clicks in 30 days? 90 days? longer? You don't say if you'll be wiping those from your list and never emailing again, dialing back volume, or suppressing and contacting with a reactivation or re-opt-in campaign. If you decide to no longer email inactives, try targeting them in other channels like via FB custom audience targeting or Live Intent.

Need more help or a long-term strategy? Contact me - it's what I do.

Talk to Karen Upvote • Share
•••
Share Report

Answer URL

Share Question

  • Share on Twitter
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Share by email
About
  • How it Works
  • Success Stories
Experts
  • Become an Expert
  • Find an Expert
Answers
  • Ask a Question
  • Recent Answers
Support
  • Help
  • Terms of Service
Follow

the startups.com platform

Startups Education
Startup Planning
Access Mentors
Secure Funding
Reach Customers
Virtual Assistants

Copyright © 2025 Startups.com. All rights reserved.