According to 2019 Barometer of personalized marketing, acquiring new clients remains the main concern of marketers. However, retaining clients costs five times less than acquiring them. While increasingly searching for a less bulky client database, marketers tend to ignore the most qualitative factor. And it shows: Did you know that 20 to 50% of databases are inactive contacts? These inactive contacts are ones who no longer respond to marketing, impacting its performance:
Significant decrease in open rates and clicks
Negative impact on deliverability
It seems more relevant to work on the reactivation rate of the existing base even before acquiring new contacts. Even more so since we know that the transformation rate of an inactive contact is up to ten times more than that of a potential client. Your inactive contacts are in fact contacts you knew already, who have been partial to your products and who know you as well. Considering this, it’s now wonder that they are easy to work on.