Invite inactive subscribers to choose

The opportunity

Give people a clear way to stay, change preferences or leave.

Best for: Businesses with a permissioned mailing list and a connected email platform

Goal: Retention

Gather your field kit

• Connected email platform
• Permissioned contact list
• Test inbox

Make it happen

1. Define inactivity carefully using available signals
2. Check consent and applicable platform rules
3. Write a respectful preference message
4. Offer a useful reason to remain subscribed
5. Make unsubscribe straightforward
6. Honor the choice and suppress contacts as appropriate

A ready-to-adapt example

Illustrative template. Replace the details with your own verified information.

Start smaller than you think

Run one small version of “Invite inactive subscribers to choose” with five relevant participants or one limited publication. Record the questions, responses and completion of the intended next step before expanding.

What to measure

• Relevant clicks or replies
• Completion of the intended action
• Unsubscribes and delivery failures

Watch out for

• Sending beyond the consent given
• Using misleading subject lines or broken unsubscribe links

Permissions & trust

Use permissioned contacts and a real sending service. Provide accurate sender information, honor preferences and unsubscribe requests, and follow applicable rules.

Your next action

Start with this first step: Define inactivity carefully using available signals. Set a review date before increasing the budget.