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Data Management Strategies – Managing Chronic Non-responders (never open or click) Part I

Brian_Law_MKTO
Marketo Employee
Marketo Employee

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.

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

Activity log example:

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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.

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Smart List #2 - Clicked Any Email in Past Year

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

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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.

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