‘Email Marketers Give Up on Inactive Customers Too Soon’ – Return Path

The latest article on Return Path blog is titled “Email Marketers Give Up on Inactive Customers Too Soon, Return Path Study Finds”.

Return Path team says, “Return Path, the global leader in email intelligence, today released a new research study, “Email Win-Back Programs: Everyone Recommends Them, But Do They Work?” The findings show that win-back campaigns, or email marketing campaigns designed to re-engage inactive subscribers, serve a vital purpose by mitigating the inbox placement risk posed by inactive subscribers while enabling senders to maximize their audience reach. Marketers that made no attempt to win back inactive users, or who quickly stopped sending emails to inactive users, appear likely to be removing valuable subscribers from their lists.

Win-Back Protects Inbox Placement

Win-back campaigns are a time-honored direct mail tactic used chiefly to reduce the expense of sending catalogs to unresponsive consumers, but they have evolved into something distinctly different from their snail mail predecessors“.

Email Marketers Give Up on Inactive Customers Too Soon, Return Path Study Finds

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