In a surprise 180° reversal from their previous stance on the issue, and after extensive big data analysis by their email data scientists, email marketing giant MailChimp announced in a blog post today,
Inactive subscribers are still valuable customers, and we should no longer prune them from our lists!
This is huge!
Based on new intelligence from the email guys who send over 15 billion emails monthly, inactive subscribers are worth about 32% of active subscribers when it comes to revenue generation.
According to MailChimp Data Scientist Neel Shivdasani, author of the blog post, even without being opened, branded email can still make a huge impact on subscribers from the inbox as recipients skim subject lines.
MailChimp freely admitted its departure from past doctrine when making the announcement that their new data shows inactive subscribers are 26% more likely to make a follow-up purchase, clearly outperforming non-subscribed customers.
The MailChimp team combed through billions of ecommerce sends which included analysis of 60 million ecommerce purchases and 40 million email addresses from retailers that use MailChimp’s list segmentation and automation features for ecommerce. The big news is …
Seven percent (7%) of revenue for retailers who send MailChimp emails came from inactive subscribers.
Think about that. To an estore that books $100K annually, that’s $7,000 dollars from subscribers who aren’t even actively engaged with marketing email. Not to mention the huge opportunity this represents for brands who integrate marketing into their transactional email (see Can MailChimp’s Mandrill Replace Regular MailChimp Marketing Emails?). Can anyone say, “cha‑ching”? LOL
So, How Should We Use This New Inactive Subscribers Intelligence?
- Don’t prune inactive subscribers from your list. (Doh!) – Inactive subscribers are better customers than non-subscribers.
- Connect your estore to MailChimp to automatically capture new subscribers so you can generate segments for inactives who have recently made a purchase. – MailChimp eCommerce360 and Automation integrations will help with this.
- Perform A/B split tests on your subject lines. – Split tests are the only way to discover what does—and what doesn’t—work to grab the attention of your subscribers who aren’t actively engaged.
- Encourage all of your customers to join your list. – Offer list-exclusive discounts to help drive signups.
See all of the data, and check out the full story in the MailChimp blog article entitled, Inactive Subscribers are Still Valuable Customers. If email is your thing, this is one you will not want to miss.
Email is still the best channel for making one-on-one contact with customers. Even if some of those customers aren’t active subscribers to your list.
Need help with MailChimp Automation?
Check out the Mad Scientists at MFJLabs. We’ve been helping clients like you optimize MailChimp Automation campaigns since the great ape escape in 2011.