Exclusive method for email marketers to convert action inhibitors to higher paying customers

As an email marketing professional, I am pretty sure you would have once struggled to provide an assertive answer to the question, What to do with the long list of action inhibitors on your email contact list? Mostly called the non-responder list. There's nothing as frustrating as sending emails out to your email contacts, who later fail to take expected actions.

Ask any digital marketer or marketing communications professional, their writing ego has been battered by non-responding email prospects. Most times we feel it's, in fact, better if these emails were not opened at all than being opened but getting inhibiting actions as the response. At least the mail sender could have easily suspected the mail subject.

Having a handful of non-responding email list leaves email marketers in a decision Crossroad, especially when there is limited email cash budget in relation to the available email address list.

How then does a mail marketer maximizes available budget with an email contact list which is largely occupied with non-responders? Should he remove all email non-responders and focus on the available few responders email list?

A bold No or Yes response to these questions can be tempting because it's a dicey one.

I'd rather advise the marketer takes a revenue calculation approach. By this, I mean that the mail expert should weigh the cost of each mail to each email contact in relation to expected net profit on each mail responders.

For instance, if sending a mail costs $2, and a response by the prospect generates $50 for the company, then the company makes a net profit of $48.But If the mail isn't responded to by the prospect, then the company loses $2. The illustration implies that if a prospect is contacted and responds, the company makes a profit forty-eight dollars. If a prospect is contacted but fails to respond, the company loses $2.

The simple point that this simplified illustration is trying to make glare is that there is neither cost nor benefit in choosing not to contact a prospect.

A more refined analysis might take into account the fact that there is an opportunity cost not to contact or send a mail to a non-responding prospect, who could later turn a responder, who might become a better prospect as a result of the contact through increased brand awareness, and that he may have a higher lifetime value than the existing list of mail responders by just his single purchase .

In addition, a uniquely tailored mail towards the prospect could also help change a non-responding prospect to a mail responder. Multi-channel communication and retargeting are also powerful game-changers.

Kindly share your thoughts in the comment box.

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