September 9, 2008
Don’t Fire Those Non-Responders!
Posted by Kevin | Print This Article
In a comment on this post I said that email click-thru rates are misleading. Here’s further proof from MarketingSherpa that non-responders may still be very valuable readers.
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Asides
Great link, Kevin. The same principle works in the direct mail vs. e-mail debate. Many people who receive direct mail promotions go to the web site to buy, join, or register. They like getting the flyers and promotions but find it easier to reply online.
The definition of non-responders needs to be changed.
David, I think the same principle applies to a lot of things — including members in general, a certain subset of which are going to belong to an association without actually participating in any of the organization’s programs or partaking of its services. The ones that some association folks call, somewhat derisively, “mailbox members.” In my opinion it’s a mistake to assume that a member is not deriving value from an organization (or that the organization is not deriving value from his/her membership) just because he/she is not an “active” participant.