Sarbacane Campaigns: Managing Inactive Contacts

When using Sarbacane, it’s important to take care of your database.

This not only ensures good deliverability but also allows you to evaluate the performance of your communications as accurately as possible.

Depending on your sending frequency, we recommend cleaning up inactive contacts regularly.

The more your recipients open your communications, the better your reputation, increasing your chances of landing in the primary inbox.

By removing inactive contacts who haven’t opened your communications for a long time, you’ll get more accurate statistics. If you retain non-openers for years, you start each campaign with a baseline of inactive recipients, skewing your performance metrics.

To identify inactive contacts over a defined period, go to the “Statistics” section in Campaigns and select the campaigns you want to analyze.

For example, the number of inactive contacts over a rolling year might be 128,833. Note that this initial figure includes cumulative inactives without filtering, so it may be lower after refinement.

When you click on “Create a list,” criteria will appear, allowing you to refine your selection of inactive contacts. Once the criteria are defined, click “Proceed to count.”

The software will then calculate the number of inactive contacts over a rolling year who received at least one campaign but never opened your communications.

By clicking “Next,” your contact list will be created, and you can use it in several ways:

• Exclude these contacts from future campaigns: If they haven’t opened your messages in a year, it may not be worth contacting them again.
• Run a re-engagement campaign: Use this campaign to reignite interest among your subscribers or clients who have become inactive. The goal is to restore contact and reactivate these users by encouraging them to interact again, whether by opening emails, visiting your website, or making a purchase.

When isolating inactive contacts, keep in mind the following:

• If you only contacted these individuals once (e.g., in your last communication), it’s better not to include them. Avoid excluding people who were inactive only once.
• This process is most effective when you’ve consistently contacted the same recipients across multiple campaigns.

By regularly cleaning your database and engaging thoughtfully with inactive contacts, you can improve the quality of your communication efforts and maintain a healthy reputation.