Increase Response to Your E-mail Campaigns

3. Test your contact strategy. Just as you would alter your mailing strategy for customers who don't respond to catalog mailings, so too should you change the way you e-mail people who haven't opened a message from you in more than six months, Kirby says.

Put these customers into a new segment, and try varying promotional offers and contact frequencies, he suggests. Likewise, a customer who frequently responds to your e-mails deserves to be in a separate segment.