How to re-engage inactive email subscribers

re-engage inactive email subscribers

How to succeed with re-engagement emails

One could assume that people subscribe to your newsletter because they are genuinely interested in the content you share. Subscribers who went through the double-opt in process have not landed on your email list by chance.

One could also expect that all subscribers would be keen to read your newsletter. However, it’s not always the case. Some people just don’t engage with the newsletter at all. These are inactive subscribers. If you’d like to reach out to inactive readers to make sure they engage with your email campaigns, you will find this post useful.

A successful subscriber reengagement campaign is easier than you might think. After all, these subscribers haven’t opted out and they still would like to receive email campaigns. In this blog post you will find 6 actionable steps to re-engage inactive email subscribers.

How to craft a successful re-engagement email

A subscriber reengagement campaign isn’t that different from other campaigns – you need to think about the strategy first. You need to find out what made your readers shy away from your newsletters in the first place. Consider why did they subscribe to your newsletter. Did they look to receive a promo code, special deal or unique content? When did they receive what they were looking for? Was it only in the beginning of their relationship with you? If that’s the case, sending out desired content should do the trick.

If you’d like your re-engagement email to produce results, you need to stop sending out standard mailings. Here’s what you could do:

1. Try something new

Novelty always attracts attention. Do you happen to have new products? Has your design changed? Maybe there are some new functions that your readers will love to find out about? These are the things you’d want to share with your subscribers so they could learn what’s in it for them.

2. Upgrade your subject line

This time, you should go for a different subject line. You’d be surprised that this little change could impact newsletter readership significantly. A good subject line will hook your readers’ attention and incentivize them to open the newsletter.

How do you draw attention to your email?

Feel free to experiment with Unicode characters, subject length and call to action. Moreover, addressing your subscriber with their first name should also work in your favor. Be wary of subject lines such as “We miss you” or “We want you back” which might be counterproductive. Instead, show your recipients what you have on offer.

3. Sender name

If you usually present yourself as a brand, showing a person behind the brand would make for a nice change. This helps you develop a more personal relationship with your customers.

4. Conduct a survey

Reaching out to inactive readers to ask them what newsletters they would be interested in getting, is always a good idea. After all, you will get accurate responses and will know if their interests are in line with your content plan.

5. Find out the best sending frequency

Experiment with sending frequency to draw attention to your newsletters. If you send daily newsletters, reduce the frequency. If you rarely send out newsletters, you could try sending more short emails with key updates.

Marketing Sherpa conducted research on optimal send frequency in 2015. They had 2,057 adults answer the question, “How often, if ever, would you like to receive promotional emails) from companies that you do business with?”

Here’s what they found out:

marketing sherpa

6. Run A/B Tests

Test different from names and subject lines to find out what you should go for in the future.

You might think: “That’s easier said than done!”

Results tracking is dead simple. All you need to check are open and click rates of the campaign. If you’d like to check which campaigns were successful for which target group, segment your reports with Newsletter2Go.

How to set up a reactivation email

First of all, you need to select inactive subscribers in your account. There’re two ways to do it with Newsletter2Go.
Contact rating is a feature that will come in handy. It allows you to rate customers from 0 to 5, subject to newsletter interaction.

Moreover, you can manually create a list with inactive subscribers. Note back: if a subscriber didn’t allow for image display, you won’t be able to measure open rates. Thus, using the clicks as activity measurement will give you a good picture. Every click is measured reliably, so you won’t exclude subscribers due to the measurement error.

There’s a chance that you won’t reach 100% of inactive users even if send out new compelling newsletters to re-engage inactive email subscribers. If a user won’t react after several approaches, you might want to consider removing them from your email list. That will allow you to reduce your email delivery costs and you will boast a higher number of active subscribers, which, in turn, will translate into a better reputation.

On the other hand, you might want to leave inactive users on your list and keep them in check. After all, they might re-engage with you on once they see a captivating newsletter subject. The more re-engagement emails you send out, the higher chances you will re-engage inactive email subscribers.

About the author

Stefania Goldman
Communications Manager

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