Email marketers face a steep challenge if they want to get their audiences’ attention. With the amount of content we consume growing exponentially, it’s no surprise that email marketers have a hard time increasing engagement. Even though it might not seem significant initially, the more your engagement erodes, the greater the chance you will harm your reputation as a sender.
Failure to address disengaged subscribers may hurt you more than you realize. ISPs keep track of inactive users over time and reclaim the accounts to discard or turn into spam traps. If these email accounts remain on your mailing list and receive campaigns from you regularly, it won’t take too long before your sending domain and IP addresses get flagged as spam.
Re-engaging the inactive email addresses is, therefore, a “must-do” practice rather than merely something you “should” do. Moreover, re-engagement efforts are crucial for identifying the early warning signals of email list deterioration and stopping it before it starts.
If you want to reduce email subscriber churn, increase engagement and get your mailing list growing, you need to start managing it correctly. The first step is dealing with the dreaded disengaged subscribers.
So, what do you do? A re-engagement campaign, of course!
Surprisingly few email marketers utilize these kinds of campaigns to their advantage, even though re-engagement strategies provide a higher quality list and better email statistics. It’s time to change that!
What Is A Re-Engagement Campaign?
To implement a re-engagement email series, you must understand what it is. A re-engagement email is a series of emails delivered to your list’s least-active subscribers. In contrast to standard email marketing mailings, the recipient’s decrease in recent participation. “re-engagement email” refers to how it encourages the recipient to reconnect with your business.
A re-engagement email campaign is simply a tactic that marketers use to get in touch with leads who formerly showed interest in and engaged with their business but have since stopped being active. Re-engaging subscribers aims to ignite that spark and generate more interest. It’s time to un-ghost your subscribers.
2 Main Types Of Re-Engagement Campaigns
One of the most critical steps in the success of email marketing customer engagement is re-engagement campaigns, which are a vital component of mailing list management. Businesses can benefit from actively working their email subscriber lists to keep and generate interest. Here are the two main types of re-engagement email campaigns.
A win-back email is sent to those who haven’t opened your emails for a while now, so you’re unsure whether they’re interested in your business and offers. It’s kind of the OG re-engagement tactic that allows you to identify your inactive subscribers and either revive them or remove them from your email list.
The Most Common Type Of Win-Back Email Series
- A Friendly Reminder Email
- We Miss You Email
- Active Incentive Email
- Last Chance Email
- Good-Bye Email
This group of re-engagement emails has one primary objective: to persuade mailing list subscribers to take the necessary steps to advance them along the sales funnel. These nudge subscribers to interact more with the website to decide whether to buy.
The Most Common Type Of Reactivation Emails
- Abandoned Cart Emails
- “Latest Offers” Email
- The Recommendation Email
- Feedback Email
- Survey Email
The Importance Of Re-Engagement Campaigns
No one likes to see their effort and hard work in creating email campaigns being ignored. But it’s kind of the nature of the beast; inevitably, there will be subscribers that won’t open your emails.
Customer turnover is a fact of life in marketing, and acquiring new clients can be 4-6 times more expensive than keeping existing ones. This is why trying to warm up “cold” leads is worthwhile and should be a regular practice.
Re-Engagement Email Series
There is no way to reignite dormant subscribers with just one re-engagement email. To really wake them up and get them engaging with your brand again, you need to create a re-engagement email series. We suggest that you create a sequence of at least four emails to operate an effective re-engagement campaign.
How Do I Reengage My Email List?
How can you re-engage customers who no longer open or respond to your emails? Even though email is one of the most effective ways to spend money on marketing, far too many people utilize it ineffectively. Reengaging customers who have lost interest in what you have to offer is one of the most glaring places where businesses fail.
Cleaning up your email list makes sense because those who don’t open them are wasting your money and adding dead weight to your list. Typically your email service provider (ESP) will charge you based on emails sent or by records under management. Either way, you are still paying for the privilege of sending emails to recipients who are no longer opening them.
Creating a plan to try and re-engage folks who aren’t responding to your emails is crucial. Here are four actionable steps to reengage your email list subscribers.
The first step to re-engaging your email list is to segment out people who have not read your emails for 90 days or longer or 10+ campaigns.
Determine the Best Time To Deliver Your Message
Remember that your subscribers are people; put yourself in their shoes and consider when they are most likely to want to interact with you.
For instance, if company owners are your target market, sending your email out in the evening makes sense as they are typically preoccupied with more important matters earlier in the day.
When you’re ready, you should send an email that piques their curiosity and encourages them to once again put their trust in you. You have a wide range of options, such as running a contest, giving something away, offering a discount, offering a free trial, or simply asking for feedback.
Work with AudiencePoint
Audiencepoint leverages second party data to give you insights into subscribers that are unengaged with your emails, but may be engaged with other emails in their inbox. We then give you the best times to email those subscribers so its likely you are able to re-engage them. Using Audiencepoint makes re-engaging your email list easy as you don’t have to guess which emails could be re-engaged. You just segment those that can be engaged, and remove those who can’t.
Eliminate The Fluff
If your attempts at re-engaging subscribers haven’t worked, it’s time to let them go. Clean up your email subscription list by removing those who simply don’t engage with your emails. You’ll actually save money by sending out fewer emails.
Contact AudiencePoint to learn more today!