Which contacts can be considered "sleeping"
First of all, these are the clients who haven't opened any emails for a long time. Plus, this also includes all users if the company hasn't sent out any mailings to the previously collected database for a long time (it could simply be out of date, the users' interests could have changed, your services could have been forgotten by now, etc.).
Why you need to work with “sleeping” subscribers
You will either bring inactive contacts back into action and work with them (communicate, offer services, receive feedback, etc.), or remove them from the database so as not to waste either your time or theirs (as an accompanying bonus, the database will decrease, so the level of expenses on email marketing can be optimized).
How often and when should it be carried out?
Reactivation of the old base should be carried out before turkey phone number data launching a new email campaign (including when changing the marketing strategy). We recommend paying attention to reactivation of dormant clients once a quarter or once every six months. But for some, the scheme of reviewing subscribers once a year may also be suitable.
How to reactivate subscribers
All clients who do not open or read letters (optionally, this also includes those who read but do not click on links) are allocated to a separate segment. Then, warm-up work is carried out with this segment. It can include various activities, but usually it is a chain of letters consisting of several messages:
Remind them about yourself (for example, you can recall the client’s previous actions: purchases, orders, requests, etc.). Ask if everything is OK. Alternatively, conduct a survey.
The client has not been seen for a long time (they have not taken any action, the company is worried that the client does not provide feedback, and the user's opinion and attention are extremely important, etc.).
To restore lost interest and activity, some kind of pleasant bonus (a new lead magnet) is offered.
All responding users are included in general mailings (in the general email campaign).
Those contacts that reactivation did not help can be left in the sleeping segment to return to it periodically - for example, once every six months/year. Or you can delete them completely to save time and recalculate the subscription cost (and it usually depends on the number of subscribers/contacts in the database).