You are able to change the status of existing subscribers in a List based on wether they have Opened a Campaign – Or Not, or Clicked a clickable link, or not in a campaign over a previous period of Days, Weeks or Months that you set.
It is widely recognised by experienced and successfull email marketers that if a subscriber does not open 6 successive campaigns from any one source, the chances of them ever opening another is virtually zero. It is also worth noting that Gmail (whose addresses usually represent over 50% of any mailing List) tell us that the average active life of one of their addresses is just 6 months!
This function is therefore invaluable in ensuring you only mail to responsive subscribers which has a HUGE positive impact on your Inbox rates.
The period of time you select should obviously be mainly dependent on how often you mail the List – how long is the period during which you send out 6 Campaigns? To be fair, if you send every other day then 1 month would be appropriate, whilst if you mail once a week then 2 months would be good. On the other hand if your niche is particularly seasonal, them maybe 6 or even 12 months would be best.
It is usually best to disable filtered accounts rather than delete them as firstly you could always filter them again and reactivate them if necessary. Also, merely disabling them prevents them being added again to your List by ESPs utilising them as spam traps.
Once the “Filter” icon is clicked:-
Then one can Disable or Delete the filtered subscriber records, a page of up to 1,000 subscribers at a time.
For even more sophisticated Filtering, and working with larger Lists there is an alternative method of filtering as below.
In the multi-choice fields below Selecting none will automatically include all the listed options – just click on any option to select just one, or use Shift or Control Shift to select more than one (Shift or Function Shift on a Mac keboard).