Publish Insights 20 November 2021
Parting is Such Sweet Sorrow
Inert followers inflate numbers without growing your brand or engaging with content. They are neither customers or ambassadors. By the very definition, they carry no weight. Where do they come from and what do you do with them?
Origin: Out of curiosity, website visitors may respond to a pop-up box requesting subscription. On a scale of one to ten, their true interest in your products may be way below your floorboards. They signup to dismiss the box or prove that they know their own name.
After the first newsletter, visitors unsubscribe. They now show up in your customer list with as a no-sale customer who refuses marketing. With no opportunities to send emails, an accumulation of these swells your customer list without providing any value.
Annulment: You spend valuable resources developing products, writing content for core customers. When someone expresses a lack of interest, what do you do? As appealing as the high customer count might seem, it may be best to expunge inert customers. Focus on rewarding the ones that appreciate your services and products.
Main photo by Oleg Magni from Pexels.