How do you talk to a non-responder?

We’d all love it if 100% of subscribers interacted with our emails at least some of the time, but the reality is the people that are contributing to your open and click through rates are largely the same for each eDM.  Which means that about 40-70% of your list are to some degree non-responders.

So, how should communications to this group vary from messages you send to your responsive subscribers?   Here we look at how to form a successful win-back campaign, including tips on some subtle changes you can make to your approach, as well as messages specifically designed to gain an action from an inactive subscriber.

1. Change the tone of your messaging
   
   If a subscriber is not interacting with your brand then sending them the same style messaging as a responsive customer will not help matters.  The same ‘buy, buy, buy’ approach is likely to put them off further; instead entice them back in with a softer sell, a more benefits focused, value-add approach.


2. Reduce the frequency
   
   High frequency messaging is often one of the reasons subscribers become un-engaged, therefore reducing the frequency of contact is a good strategy for audiences that have become non-responsive.
   
   A recent study run by ReturnPath looked at how various retailers dealt with a subscriber that had, bought a product, continued to have an active email address but did not once open or click on an email for the 19 months that followed.  They found that most companies ignored recency of action altogether; continuing at the same level, fluctuating frequency or actually increasing touch points with the subscriber.  However some companies did take notice decreasing the frequency of messaging over time.


3. Try to learn more about them
   
   Showing a bit of honesty can work wonders; state that you have noticed that the existing communications are not hitting the spot and ask them to provide more information about what would interest them in order to add more value to future communications.


4. Win-back messages
   
   Present them with a unique offer, try to tailor the offer to individuals with any information you may have about them - preferences, previous purchases etc.  Or failing that, keep the offer open so that it would appeal to all.
   
   Including a time limit is often a good strategy as it develops a sense of urgency that can increase your response rate.  An effective subject line is a key ingredient to the success of these eDMs, as one of the hardest aspects is gaining cut through and enticing them into opening your email.
   
   Send a series of messages, dropping subscribers out as they respond.  Vary the messaging in terms of the offer, the creative, the subject line and time of send.


5. Give them options but don’t be afraid of asking them to unsubscribe
   
   If there are still no improvements in response after implementing some or all of the above strategies then do not be afraid to ask them to unsubscribe, or inform them that they will be unsubscribed on a certain date if no response is provided.  With ISPs now looking at engagement as one of the metrics contributing to spam categorisation it is important that you are not sending to a large number of non responsive subscribers.  Give them the option to choose their content preferences, change their frequency or to simply leave the list.
   
   In the same study ReturnPath found that some companies choose to just stop sending emails to non-responders after a certain period of time, without any notification.  This is not recommended; you should always inform subscribers if you are going to make the decision to end the dialogue completely.

References:

Return Path - The One-Way Conversation: Email Marketing to the Non-Responsive Subscriber (2010)