“Bring out your deliverable dead”

The deliverable dead – you know – those email addresses that make your list size sound impressive to stakeholders, but that don’t do a damn thing to boost performance – it’s time to either revive them or bury them for good with a reactivation campaign.

Why take the time for list cleaning and risk decreasing that “oh so impressive” list size? Here’s why:

– Cleaning out subscribers that have bit the dust by abandoning their subscribed mailbox will help your sender reputation with ISPs.

– It’s time for your metrics to tell the real story – rather than be skewed by the dead.

– Without asking, it’s impossible to tell who of your deliverable dead have abandoned their mailboxes, who delete your messages without opening them or who are still semi-interested, but haven’t seen any reason to open.

– Those who are “not dead yet” might just get a fresh perspective on your relationship.

– Really, the dead don’t boost performance.

Here’s one way to do it:

1. Identify your deliverable dead – Who hasn’t opened a message in the last 6-12 months?

2. Send them an email with a eye-catching subject line – “We miss you. Do you still want to hear from us?” Include a special offer like a coupon to your organization’s online store if they confirm their email.

3. Add the people who respond to your “living list.” Send another email a week later to those still marked as deliverable dead. Ask them to confirm their email or take a survey to help you learn more about their preferences. Use the survey as a tool to cultivate people who might still be interested in you. On the final page of the survey, give them another chance to confirm their email address or update their profile preferences.

4. Add the people who respond to your “living list.” Two weeks later, send a final message with a deadline saying you will take them off the list if they don’t respond in a week.

5. Bury the dead. It can be painful, but the living are the only ones who will boost your performance.

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From Monty Python’s The Holy Grail

CART MASTER
Bring out your dead! Bring out your dead! Bring out…your dead!

CUSTOMER:
Here’s one.

CART MASTER:
Ninepence.

DEAD PERSON:
I’m not dead!

CART MASTER:
What?

CUSTOMER:
Nothing. Here’s your ninepence.

DEAD PERSON:
I’m not dead!

CART MASTER:
‘Ere. He says he’s not dead!

CUSTOMER:
Yes, he is.

DEAD PERSON:
I’m not!

CART MASTER:
He isn’t?