Email non-responses 'may point to value issues'

An expert has suggested that those seeing high non-response rates in their email marketing campaigns look at whether their messages hold enough value for subscribers.

While a range of factors could be responsible for recipients failing to click on email marketing messages, value is the main issue that marketers should look at first, according to Email Insider's Richard Rushing.

He suggested that businesses poll their subscribers regularly, looking at why they signed up to their mailing lists in the first place.

However, marketers may need to turn to other channels to reach non-responders, Mr Rushing said.

"If you find a value disconnect with your subscribers, it's time for a change in the program," he remarked.

"Remember that people opt in for different reasons and may want different content."

Recent research by Econsultancy showed that the majority of marketers regularly undertake list cleansing when it comes to refining their email marketing strategy.

Written by Greig Daines