Whether you are a major enterprise or a small start-up, managing chronic non-responders, records who never open or click your emails, will help protect your sender reputation by reducing the chance for a spam compliant.

 

The first step is to identify the records who haven’t opened or clicked any emails during the past year or whatever timeframe you prefer.

 

Smart List - Not Opened or Clicked Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

 

FYI - It is possible to click an email without opening it.

Activity log example:

 

Here is an alternative way to get the same results.

 

Smart List #1 - Not Opened Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

Smart List #2 - Clicked Any Email in Past Year

Smart List #3 - Not Opened or Clicked Any Email in Past Year

In my next article I will demonstrate how to set the records to Marketing Suspended to prevent accidentally sending them a promotional email while you determine a strategy to get them to re-engage.

 

Here is Part II of this article.

 

By the way, here is a similar article about identifying your chronic non-responders and the importance of managing them written by Kristen Carmean.