One of the most important goals of Lead Nurturing is to maintain permission to stay in front of your audience with your communications. Data from Marketing Sherpa on content relevance and unsubscribes has shown that many prospects will not necessarily click on an unsubscribe link when they lose interest in your messaging. However, far worse, they may become emotionally unsubscribed, reflexively ignoring and deleting your messages as they arrive.
If you continue a rapid pace of marketing to this emotionally unsubscribed segment, they may at some point click the “this is spam” button, causing you a significant deliverability headache, even if they had originally subscribed legitimately.
The first step in avoiding this situation is to identify the inactive members of your database. To do this within Eloqua10 is very easy. You can create a Segment and use Activity and Inactivity criteria that will tell you which contacts are not active. If you’re not sure where to start, check out the article in the Knowledgebase on creating Segments. In your Segment, choose the following criteria:
• Has been sent at least 3 email in the last 6 months
• Has not opened greater or equal to 1 email in the last 6 months
• Has not clicked on greater or equal to 1 email in the last 6 months
• Has not visited a landing page greater or equal to 1 in the last 6 months
• Has not submitted greater or equal to 1 form in the last 6 months
It should look like this (this is Eloqua 10 but it's really similar to Eloqua 9):
With this segment defined, you can then suppress them against regular email distributions, in order to ensure that they are not communicated to more than they would appreciate.
Depending on their level of disengagement, you can target them with special re-engagement offers or campaigns using other media types such as direct mail or a calling campaign.
The critical point, however, is to identify and monitor the inactive segment of your database. By understanding its size and any trends in its growth, you can begin to understand how your messaging is resonating with your audience, and adjust accordingly.