Customers that are actively engaging in your campaigns are great to have. While we wish that all of our contacts opened our campaigns, the reality is that this probably won’t happen for most users and that’s okay! You can view the Did Not Open report for each campaign you send out, but it’s a good idea to keep tabs on who is not consistently opening your emails. Knowing who did not open your email for the last 3 months or 6 months can help you tweak your marketing campaign or even design a re-engagement campaign.
Before you start creating your list of unopened emails, it is good to understand how we track an email as opened. We track opens in two ways. The first way is an invisible embedded image in each email. When the image is downloaded we can count the email as opened. The second way would be if someone clicks on a link in the email.
Now that you have your list, you have a few decisions to make. Maybe you want to attempt to re-engage with these contacts. If you have Email Plus, try a survey or include a poll in an email to send out to this list and collect feedback about what they want to hear from you. If you use promotions or discounts to drive business, create a special offer geared towards these contacts using a trackable coupon. To help keep your list clean, you can also decide to deleteorunsubscribe these contacts.