In many articles on the topic, marketers recommend trying to wake up, and in case of failure, completely clearing the base (so as not to waste the budget in vain).
But we recommend not to act hastily. If you have the ability to store contacts in the database, then it is logical to leave them there, but only to allocate them to a separate segment - "dormant". The wording may sound different, the main thing is that you understand the essence of this list: it should contain those contacts who once gave you official consent to receive advertising messages, so you do not violate any laws or standards of decency.
Such contacts may not participate in general mailings, but guatemala phone number data you can periodically return to them and try to reactivate them: encourage them to be active, offer discounts, entice them with surveys, etc.
Which contacts can be considered "dormant"/inactive?
Client activity parameters should be determined for each individual project individually. They may depend on:
From the frequency of mailings . For example, if you send letters once a month, then a gap of 2-3 months may well fall under the criteria of normal behavior. But if mailings are carried out several times a week, then a client who does not read the mailings for 2-3 months may fall into the category of potentially "sleeping".
From how long the client has been a subscriber . New subscribers are usually the most active. Those who have been with you for several years may well “forget to read” and ignore emails.
From behavior patterns and user characteristics . For example, someone may open/read emails but not follow links. Someone became a subscriber after purchasing a product/service, but after a long period of time did not show any other activity, etc.
For these reasons, customers can be further segmented. For each such sub-segment, you can define your own pain points and conduct reactivation procedures based on them: each segment will have its own reactivation chains.