Non-responders are those pesky people who simply refuse to click on any links in your emails. It’s rude isn’t it? After you spend so much time and energy creating the perfect email, this core group of people simply chooses to ignore it. Unfortunately, you can’t force them to do what they don’t want to, and continually blasting them won’t work – no matter how hard you try. So what can you do to win these people over? Ask them! Send an email campaign asking them to tell you what happened. You may just get some responses that you can take action on. For instance, a customer may have moved from Colorado to Miami where bikinis have replaced winter coats and galoshes. A new mother may no longer be interested in traveling, or a subscriber with new job may require more personalized service than before. Analyze and Customize. Who are the inactives in that group? Analyze the information you collected when they signed up and see if there are any similarities. Analyze frequency and cadence to determine if a different mix will appeal to this segment. Perhaps more targeting will get them engaged again. Let them go! Why talk to them if they don’t want to talk to you? Plus, with ISPs looking closely at engagement, you want to limit your list to only active subscribers. Remove inactives every six months to keep your list clean and healthy. If they want to come back, they will. Most importantly, accept the fact that you will always lose a portion of your list due to attrition. Remember, just like you, your subscribers have a lot going on. 100% of your subscribers won’t love your messages 100% of the time, so plan appropriately.