eBook - Silverpop

Active Measures
to Reduce Inactivity
I understand that
Q: inactivity can cause longterm
problems on my list, but
what can I do to combat it?
The best way is to engage contacts before
they become inactive. Besides the
A:
welcome and onboarding programs mentioned
previously, you can use Web tracking and your
campaign builder to put new subscribers into
specific tracks based on their website behavior
and preferences gained during the opt-in
process.
All inactive subscribers are not created equal,
however. Some contacts might have never been
active. Here are a few tips to engage and market
to your inactives:
• Initiate an early warning system that uses
reporting and scoring to identify inactive
contacts within the first few months of
opting in. Move these contacts into their
own activation track designed to get them
engaged through different types of content,
by inviting them to update preferences or by
completing a survey.
Other ideas include offering a purchase incentive,
sending them emails that seek usergenerated
content or that contain highly
recommended or rated items, or inviting
them to engage on your social channels.
• For long-inactive subscribers, analyze your
database to determine which subscribers
could potentially come out of hibernation,
going back at least two years.
Consider online and offline behaviors such
as email opens and clicks, purchases/conversions,
profile changes, Web browsing history
and print catalog requests.
An emerging trend is to use third-party data
providers that offer predictive analytics to
determine which of your inactive segments
are most likely to purchase in the future.
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