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Identify cold subscribers:
Does your email services provider help you maintain a cold subscriber list? If so, move on to following step. If it does not, create a segment of people who clicked and opened your emails over a three to six month period.
Run a reengagement campaign
Tag these subscriber as cold subscribers. Remove this segment from any of your ongoing email campaigns. You will immediately see an increase in your open and click through rates.
Then craft a series of 2 to 3 emails letting this segment of subscribers know that they have not opened or engaged with your emails and ask if they would still like to be on your list.
Give them the option to stay on your list and to indicate their interest by clicking on a link. You could also invite them to unsubscribe if the content does not serve them anymore. Remind them that anyone who does not click on the link will be unsubscribed. Once they click the link, remove the cold subscriber tag from them. You can delete anyone who does not click on you link within the period of time you have set preferably within 5 to 7 days.
A reengagement campaign helps to determine the accuracy of your cold subscriber list. Depending on the email client that your subscribers are using Mac mail or Micro soft outlook, some subscriber may be wrongly tagged as cold because their email opens are often not register. You want to avoid the mistake where an engaged subscriber is deleted off your list.
It is not uncommon to have two thousand or more cold subscribers.
