The lights are on but no-one’s home

So you’ve focused on building up your email database – perhaps it’s even part of your paid marketing strategy. You put a lot of effort into writing engaging and relevant email content, maybe you offer discounts, How-to’s, new product information or a regular newsletter. You’re tracking everything, you know how many people open, how many click and how many respond. The trouble is, all in all they’re a pretty inactive crowd.