Over time, it’s natural for some subscribers on your email list to become inactive. Maybe they’ve stopped opening your emails, clicking on your links, or engaging with your content altogether. While it might be tempting to simply remove these inactive subscribers from your list, there’s often a better approach: re-engagement. Re-engaging your inactive email list can breathe new life into your email marketing campaigns and help you win back subscribers who still have value to offer. Here’s how to effectively re-engage an inactive email list.
1. Identify Your Inactive Subscribers
The first step in re-engaging your inactive email list is identifying who these inactive subscribers are. Typically, an inactive subscriber is someone who hasn’t opened or clicked on any of your emails for a certain period of time—usually around 3 to 6 months, depending on your email frequency.
- Segment Your List: Use your email marketing platform to create a segment of inactive subscribers. This group will be the focus of your re-engagement efforts.
- Define Inactivity: Determine what “inactive” means for your business. Is it subscribers who haven’t opened an email in 3 months? 6 months? The timeframe will depend on your typical email sending frequency and engagement patterns.
- Exclude New Subscribers: Make sure to exclude any new subscribers who haven’t had enough time to engage yet. Focus on those who were once active but have since become disengaged.
When I first started re-engagement campaigns, I found that clearly defining inactivity was crucial. It helped me target the right people and tailor my approach accordingly.
2. Send a Re-Engagement Email Campaign
Once you’ve identified your inactive subscribers, it’s time to send a re-engagement email campaign. The goal of this campaign is to remind your subscribers why they joined your list in the first place and encourage them to start engaging again.
- Craft a Compelling Subject Line: Your subject line is key to getting inactive subscribers to open your email. Use something attention-grabbing like “We Miss You!” or “Is This Goodbye?” to spark curiosity and encourage opens.
- Remind Them of the Value: In your email, remind subscribers of the value they get from being on your list. Highlight any exclusive content, discounts, or benefits they might have missed while they were inactive.
- Include a Strong Call-to-Action: Encourage subscribers to take a specific action, such as clicking a link, updating their preferences, or confirming they still want to receive your emails. This helps gauge their interest in staying subscribed.
When I sent my first re-engagement campaign, I was surprised by how many subscribers responded positively. A simple reminder of the value I offered was often enough to bring them back.
3. Offer an Incentive to Re-Engage
Sometimes, subscribers need a little extra nudge to re-engage. Offering an incentive can be an effective way to encourage them to take action and re-establish their interest in your emails.
- Exclusive Discounts: Offer a special discount or promotion that’s only available to inactive subscribers. For example, “Here’s 20% Off to Welcome You Back!”
- Free Content: Provide access to exclusive content, such as an eBook, webinar, or video series, that’s designed to re-engage their interest in your brand.
- Contests or Giveaways: Run a contest or giveaway that’s only open to inactive subscribers. This creates a sense of urgency and excitement that can prompt re-engagement.
I’ve found that offering a small incentive can go a long way in re-engaging inactive subscribers. It’s a win-win—they get something valuable, and you get a more engaged list.
4. Ask for Feedback
If subscribers aren’t engaging with your emails, it could be because your content isn’t resonating with them. Asking for feedback can help you understand why they became inactive and what you can do to win them back.
- Send a Survey: Include a short survey in your re-engagement email asking subscribers why they haven’t been engaging and what they’d like to see more of. This can provide valuable insights into how to improve your content.
- Use Simple Questions: Keep it simple. Ask questions like “Why did you stop opening our emails?” or “What type of content would you like to see more of?”
- Offer a Reward: Consider offering a small reward, such as a discount or entry into a giveaway, for completing the survey. This can increase participation and give you more feedback to work with.
When I started asking for feedback from inactive subscribers, I gained valuable insights that helped me refine my content and better meet their needs. It’s a great way to understand what went wrong and how to fix it.
5. Clean Your List if Necessary
If your re-engagement efforts don’t work, it may be time to let go of those inactive subscribers. Keeping a clean list is essential for maintaining good email deliverability and ensuring that your emails are reaching engaged, interested recipients.
- Send a Final Warning: Before removing inactive subscribers, send a final email letting them know that they’ll be unsubscribed if they don’t take action. This gives them one last chance to stay on your list.
- Remove Inactive Subscribers: If there’s no response, go ahead and remove those inactive subscribers from your list. This will improve your overall engagement rates and help keep your email list healthy.
- Monitor for Future Inactivity: Keep an eye on your list going forward and set up automated workflows to handle inactivity. For example, after a subscriber has been inactive for 3 months, automatically send a re-engagement email.
While it’s always a little tough to remove subscribers, I’ve found that a clean list leads to better results overall. It’s about focusing on quality, not quantity.
6. Prevent Inactivity with Ongoing Engagement
The best way to handle inactive subscribers is to prevent inactivity from happening in the first place. By keeping your subscribers engaged with relevant, valuable content, you can reduce the likelihood that they’ll become inactive.
- Segment Your List: Use segmentation to send more targeted, relevant emails to different groups within your list. This ensures that subscribers receive content that’s tailored to their interests and needs.
- Personalize Your Emails: Personalization goes beyond just using a subscriber’s name. Tailor your content, offers, and messaging based on their behavior, preferences, and past interactions.
- Maintain a Consistent Schedule: Stay top of mind by maintaining a consistent email schedule. Whether it’s weekly, bi-weekly, or monthly, consistency helps build anticipation and keeps your brand in front of your audience.
I’ve found that a proactive approach to engagement can significantly reduce the number of inactive subscribers on my list. It’s all about delivering value consistently.
Wrapping It Up
Re-engaging an inactive email list is all about reminding subscribers of the value you offer and encouraging them to take action. By identifying inactive subscribers, sending a targeted re-engagement campaign, offering incentives, asking for feedback, and cleaning your list if necessary, you can breathe new life into your email marketing efforts.
Remember, while it’s important to try to win back inactive subscribers, it’s equally important to focus on keeping your active subscribers engaged. A healthy, engaged email list is key to long-term success in email marketing.
