Saying goodbye is never easy. It can be difficult and complicated, but when it comes to your email program it may be a necessary task. What makes it so difficult for marketers to say farewell? Largely it is tied to the fact that they still want to try to engage and the customer hasn’t specifically said goodbye – they’ve just gone silent. But determining how much silence is equivalent to “so long” varies by customer.
There is a lot of advice out there about suppressing recipients if they haven’t engaged in “x” days. You should definitely be mindful of waning engagement from your subscribers and look at ways you can augment or alter how or what is being communicated. But simply suppressing these audiences is only something that should be applied when deliverability issues are on the horizon (and definitely if you are in the middle of issues).
H/T:
epsilon
