Email is an effective and important conversion tool for marketers to have at their disposal. Every subscriber you have is important. But over time, members of your list can become disinterested and slowly stop responding to your carefully thought-out marketing messages. This is the dreaded unengaged portion of your list, and if you don’t act fast, these people will fall into a perpetual black hole of unresponsiveness.
So why should you try to change their minds about your emails? Because once your audience becomes unengaged, they’re significantly more likely to unsubscribe. And once they’re off your list, it will be incredibly difficult to ever get them back.
You’ve worked hard to get these people to opt into you list; don’t let them go so easy! So how can you re-engage these folks? You'll want to develop an email re-engagement strategy targeted to these subscribers, and here is how you can get started.
Step one is identifying who the elusive unengaged subscribers are, and that can be done by narrowing the search to a few key criteria. Here are two great places to start:
- Frequency — Drill down to a set period of time. Look at the last six weeks of activity, or maybe expand it to the last six months. Consider how the time period you select can affect your re-engagement list size.
- Behavior — Find those subscribers who have failed to engage with your message, be it clicking or opening over a set period of time.
The next step is to identify what exactly you’d like to change and what kind of approach you want to take to re-engage these subscribers. There are several email ideas you could try. One suggestion is to exclude them from your regularly scheduled email and segment them for an exclusive promotion code and a modified email. Another is to send a targeted email asking if they are still interested in receiving your promotional offers.
If you want to try a less-direct approach, consider this: most of the inactivity brands experience is due to email fatigue. So, place these subscribers on pause for a time, and then slowly add them back to your promotions. The time apart may be just what they needed (remember, absence makes the heart grow fonder!).
Now that you’ve sent out your campaigns, how do you know they’re truly working? Well, before you begin sending you’ll need some key performance indicators (KPIs) in place. Check the open rate, click-through rate, and conversion rate, and if you offer a specific promotional coupon code, track the number of uses on that.
Ultimately, though, it’s important to remember that while these people were once active, they are unresponsive. While permanently removing them is the absolute last resort, if your promotions fall flat, that may be the only way to go. Having them as part of your list is certainly hurting you more than it’s hurting them.
While it’s easy to focus on those who no longer engage, remember the importance of those who do engage with you, and be sure to keep the rest of your email marketing strategy engaging and interesting. Constantly track engagement, make sure you have effective welcome emails in place for new subscribers, and keep your offers engaging. It’s much easier to maintain the list you have versus trying to win back uninterested individuals.
Do you have re-engagement tips you’d like to share? Any personal experiences you want to show the world? Do you have other email marketing best practices that have worked well for your business? Leave these in comments below!