How To Re-engage Email Subscribers For Better Email Campaigns?
Creating a list of email subscriber takes time. You put in years and months of hard work to convince people to subscribe that help you to grow your business. Slowly, they start to engage with you more often. However, a few of them stop responding after some time. When you look for ways to re-engage email subscribers, they add value to your business even after years.
As you grow your business, you try to get new subscribers to sign up for your website to expand your presence. You nurture these new leads by providing them with the latest content.
However, wooing the subscribers is good, and adding them to the list is fine as long as you don’t forget your old subscribers.
First things first! Why Re-engage email subscribers?
Do you know that 89% of the adults in 2016 told that they check their email at least once in a day? Thus, you can realize why email marketing is such a powerful channel! You are placing your brand right in the user’s personal inbox!
However, what if your subscribers stop responding to your emails, seemingly dead and form a dead email list?
These people had subscribed to your product or services long back, but as eventually, they stop engaging with your emails, makes up a significant chunk of the total number of email subscriber you have.
Moreover, sending emails to people who don’t respond to you cost you your IP and domain reputation.
Therefore, what to do with these obsolete subscribers? Re-engage email subscribers from your old list for future promotions, or discard them?
The thing is, no email list is completely dead. You can create a customer re-engagement strategy to improve your business gradually. Even inactive subscribers list has valuable information.
In addition, building trust with the subscriber needs time. However, when you re-engage email subscribers from the past, it is easier and faster and can generate more engagement while marketing.
Therefore, you have some valid reasons to re-engage your email subscribers. If you are thinking how to do it practically, check out the following systematic email re-engagement that will help you to re-engage email subscribers.
How to re-engage email subscribers’ list?
Before you re-engage email subscribers, find out if the subscribers are really dead or not. If the subscribers are inactive or “sleeping” due to some reasons for not long you should not include them in the dead email subscribers list. Set a minimum time for analyzing the subscriber, rather than considering them in dead email subscriber’s list right away.
Below is the customer re-engagement strategy that you can use for generating interest among your subscribers.
1. Identify the reason why your email list is dead
Firstly, you should look into the causes that resulted in a dead subscriber. When they subscribed initially, they must have been interested in your product, value or services that you provided earlier and used to check every email you sent. However, if they are not responding anymore, you need to find out the reason for this inactivity before trying to re-engage email subscribers. Some of the reasons could be:
- not receiving your emails anymore and the email had bounced. This can happen if your subscriber changed their active email client.
- subscribers are flooded with emails from you and are confused about which one to check.
- subscriber is receiving emails that no longer interests them, or the quality is not good.
- subscriber is receiving will emails. He might have signed up for a different cause but receiving deals/offers/content on topics that he is not interested.
- subscriber is too busy with other responsibilities, or not be checking his emails regularly.
Thus, research the reasons by analyzing all the statistics regarding the users. You can get this by building various cohorts related to the subscriber’s behavior. Using the data evaluate the probable reasons for people losing interest in your business before formulating any specific plan. It will help you to make better email re-engagement strategy, without having any confusion.
2. Make a schedule
Once you identify few probable reasons behind your dormant or dead emailing list,, plan your customer re-engagement strategy in an organized manner to re-engage email subscribers. Create the action plan, stick to a schedule and apply each strategy. Give each of the experiments sufficient time and iterations to have a valid result. In addition, make a list of all the tools you will need for optimizing your performance for your records.
Moreover, you must strategize every email campaigns by deciding the best time and date of sending it. Several factors which come into play in it, and some techniques can help you to increase engagement among your subscribers. The strategies can help you to analyze the accurate timing of a subscriber opening the email and click on the CTA.
3. Be practical
You must realize that not everyone on the list could be revived. If you have done the root cause analysis, you will notice that a lot of subscribers may not be relevant to your business anymore.
Depending on your study, trim down your subscriber base if it requires. Less engagement will not only cost you a subscriber but also valuable IP and domain reputations. Moreover, you will have lesser bounces, fewer spam ratios, by reducing the number of irrelevant emails by improving your retargeting strategies.
4. Maintaining standards
Old subscribers might already remember you. Therefore, before reaching out to them, prepare a series of content on the similar lines to what they engaged earlier. Further, if you are offering a service or promoting some offers don’t make it too apparent from the beginning of the email. It might change the perception of your subscribers.
Value proposition through emails is a good idea, but mask it with content so that you are not perceived as someone pushy. Include some call-to-action button in the email. Write some introductory texts or a re-introduce your business in the first half of the message followed by the sales pitch.
This way the customers will not be surprised upon hearing from you after a long time and will be interested in engaging with your emails.
5. Rebuilding Trust
The content of the email must be written in a way that it helps to re-engage email subscribers. They might be skeptic during the initial period, but showing them that your business values them, you can actually improve the engagement.
Poor management of email content is not conducive to re-engage email subscribers. This, in turn, will make your task of reviving your dead list too difficult.
One technique you can use to re-engage email subscribers is by writing personalized emails. Sending a personalized email is not simply writing the name of your subscribers. There are quite a few techniques that you can make the emails personal to your subscribers. Providing the subscriber with a personal touch in your emails can impart trust and confidence in the targeted subscriber.
While trying to re-engage email subscribers, not on your primary emailing list anymore, look for ways that you can change their perception when you reach out to them again.
Engage them with your emails to invoke certain emotions in your subscribers. Knowing the seven sins of email marketing and using them can help your emails to resonate more with the subscribers. Moreover, you will be able to identify which emotions works best with most of your subscribers and design your future campaigns accordingly.
Get insights about your users using various data enrichment services to get detailed metrics and then do micro-level segmentation. You may customize your emails as per your customer interest/intent and send relevant emails for getting guaranteed engagement.
Also, while writing an email copy, focus on benefits rather than features. Follow a proven framework for writing your email copy. This will help you to write amazing email copies that your users would want to read!
7. Tracking progress
Once you begin to re-engage email subscribers, track your progress on a real-time basis for gaining live insights about the campaigns you are running. It will not only help you to optimize your ongoing campaigns but will also help you to plan accordingly for upcoming plans.
You can judge the subscriber’s behavior, pinpoint their interest, and target them with more relevant products and offers. Tracking will also help you to know about the bounce-rates, open rates, and will help you to calculate the ROI of the campaigns you are running.
You must also optimize the number of emails each subscriber is receiving on the daily or weekly basis. Bombarding them with frequent emails might confuse them as well as the email service provider. If either doesn’t consider your emails sent from a trusted source, it will land up in the spam folder, thus generating no impact at all.
8. Unsubscribe option
Provide a unsubscribe button to enable the subscriber to opt out of the email subscription. It would save you a lot of trouble if they are not really interested. It will also give you an indication of the quality and re-engage email subscribers of a particular segment and help you to write more relevant emails in future.
9. Ask for feedback
When the old subscribers are awake, and responding to your emails regularly, ask them for feedback and suggestions to improve their experience.
If some subscribers are not opening the emails regularly, you can make a query about any change in mailing address. Update the new mailing id to your list to improve the chances of future interactions. This will also help your business to be more interactive and trustworthy or all the subscribers.
Now you know how you can re-engage email subscribers!
However, you must understand that the process is time-taking and needs a lot of patience to carry out. Still, your old email list doesn’t require much additional investment for re-engagement.
Moreover, your old contacts can act as influencers and can bring more business to you. Thus if you don’t find any progress from the first day itself, don’t panic right away. You need to give some time and iterations for your strategy to start working.
If nothing is working even after multiple attempts, revisit your strategy and check where you faltered to re-engage email subscribers. You will find, that in no time, your dead email contact list is alive and your plan to re-engage email subscribers is working just fine.