As you build any form of CRM Marketing programme, over time, you might find that your engagement metrics fall away. This could be for lots of reasons, but the most likely is that you are no longer as relevant to some or all of the recipients. So keep an eye on your non responders and do something about them – so they don’t impact your metrics.

I have worked with companies who had systematically binned non-responders after a set period of time. But in my experience, working a bit harder to keep them can be more valuable than setting an arbitrary cut off date.

It’s right to take the non responders out of your main CRM Marketing campaigns to retain their effectiveness.

But you spent a lot of money recruiting these valuable customers, so make sure you have tried hard to engage them, before you say goodbye.

There could be all kinds of reasons why they have stopped responding and understanding this will stop you losing a valuable lead or customer who with the right stimulus could continue to be a good customer longer term.

So here are my 4 simple tips for managing CRM Marketing non responders:

1) Split them away from your responders to protect your metrics

2) Do something different to see if this alone will stimulate engagement

3) Ask them if their needs have changed and respond accordingly

4)Or through a systematic approach to content rotation. Learn what engages them.

If you are using segmentation, it could be that the stream they are in is no longer as relevant to them and this is why they are not engaging.

The last 2 options are not particularly quick fixes, it will take time to build your knowledge and modify your communications to re-engage.

But, whatever you do, unless they specifically request an unsubscribe, don’t ever say goodbye. Flag them as unresponsive and periodically communicate with them, to try retain your brand relationship and entice them back into purchasing from you. At the very least they could be a valuable source of information from a research point of view as to the efficacy of your brand for specific groups or life-stages..