If you are reading this, you are likely in one of two positions:
- You have decided it is time to cleanse your email list of the inactive subscribers that no longer engage with your email sends, or …
- You need to stay compliant with your email management software (EMS), and you are being required to send your subscribers a permission pass to keep emailing them. A permission pass is a one-time send to an email list to reconfirm permission to email.
If you are in the latter position, don’t panic. This is actually a good opportunity to clean up your list and increase engagement with your current list.
At MarketingExperiments, our team recently did just that. We sent out a permission pass email to clean our list of inactive subscribers (which only drag down our rates).
We decided to run a test on the permission pass email based off of a previous blog that Daniel Burstein, Director of Editorial Content, MarketingSherpa, wrote back in September for a re-engagement campaign MarketingExperiments implemented after the Canadian Anti-Spam Legislation. While this campaign was not a permission pass, it was similar, and we were able to work off the findings from that campaign to formulate the test discussed in this blog post.
The main objective of the test was to see if subscribers would be more willing to opt back in with us if we offered them an incentive. While discovering that incentives were not valuable to inactive subscribers, our team also uncovered some valuable takeaways that will be quite insightful for any future permission pass sends.
Treatment #1. General Value
Treatment #1 focused on reminding subscribers of the value they would continue to receive with MarketingExperiments.
Treatment #2. General Value and Incentive Offering
Treatment #2 also communicated a reminder of the value subscribers would continue to receive with MarketingExperiments. Additionally, it alerted them that by opting back in with MarketingExperiments, they would be entered to win a free MECLABS online training course.