Every business owner or marketer rightfully places more value on engaged subscribers.
Why not, there is a high chance that they will view your subject lines, read your content, and even take action by buying whatever it is that you are selling.
Having engaged subscribers in your email list can not only make your business more money, but also serve as personal motivation for you and your business.
You will have a positive feeling that your marketing campaign is heading in the right direction.
However, active and inactive subscribers are part of every email list.
And just so you know, the current number of inactive subscribers inside your email list will increase sooner or later, as your email list grows.
Every business or marketing team experiences this.
But it hurts to see subscribers willingly subscribe to your email newsletter, only for them to become inactive.
But then, being inactive does not make such subscribers worthless.
For the record, they are far better than non-subscribers who don’t even know that your business exists.
The inactive ones still see and sometimes skim your subject lines, even though they don’t read your content or take action.
So, if you are considering removing inactive subscribers from your email list, you may want to rethink your actions with these email marketing strategies to re-engage your inactive subscribers below.
Use these tips to reactivate your inactive subscribers or customers.
Table of Contents
1. Identify the inactive subscribers.
The first action step you need to take is to know your inactive subscribers. You can also choose when and how subscribers become inactive. However, the amount of time one becomes inactive depends on different factors. One of them is the send frequency (how often you send out emails).
Next is the type of business (products or services) you are offering. If your product’s sales cycle is shorter, then inactive subscribers would be those who haven’t clicked or opened your last five emails.
But when your marketing is seasonal, it might take a year or more for a subscriber to become inactive.
2. Segment your inactive subscribers.
Your next action would be to segment the inactive subscribers. Divide them into any segment you think will be most appropriate for your re-engagement campaign.
For example, you can segment them into long term inactive subscribers, which would consist of those who haven’t clicked or read your article since they signed up.
Another group may consist of those who were once active but not anymore.
You can also segment your inactive subscribers based on their purchasing habits, including other data that can help you launch a successful re-engagement campaign.
Remember, your primary focus is to win back your inactive subscribers and get them to take action.
3. Draft your re-engagement content.
After grouping your inactive subscribers into various segments, you can now focus on creating targeted contents to re-engage them.
This stage is one where you have to be extremely creative and cautious.
And know that messages sent to inactive subscribers that were once active, won’t be the same as the ones sent to subscribers who haven’t even read your content.
Each belongs to different segments. They also require different approaches.
Here are tips for creating stunning content that demands action
●Make it brief and captivating.
●Double-check for errors before sending.
●Use a simple but effective CTA (Call to action).
●Use a great subject line.
Your subject line is crucial to the success of your re-engagement campaign and emails. Of course, it’s the first thing your inactive, active, and potential subscribers see before the body of your content.
Your subject line can also determine the number of clicks your content will have. So if you want to have more clicks, make sure your subject line is top-notch.
To write a killer subject line, try creating two or more subject lines for the same content.
Then use the CoSchedule Headline Analyzerto figure out which of them have a better rating.
The one with the highest score is the one you should consider using.
You can also A/B-test your email campaign before you send to all your inactive subscribers.
The process is simple and involves creating two versions of the same email campaign and sending both out to a small percentage of your total inactive subscribers.
The idea is to know which of the emails sent out would receive the highest clicks or opens. Once you identify the best both campaigns, then you can send it to all your inactive contacts.
4. Introduce some incentives
The reason you are embarking on this re-engagement campaign is to win back your inactive subscribers.
So you need to deploy everything within in your arsenal to achieve a better result. Think of something you can offer that they can’t refuse.
But here is a warning for you; do not promise your subscribers what you cannot deliver.
Ideas of incentives you can include in your email to spark engagement includes:
You can also create online surveys or polls and ask your inactive subscribers to complete them to win a special gift.
Your gift can be a free ebook, bonus, or promo code. Just ensure it’s of value to them.
Otherwise, you might not get the results that you seek.
The good thing with online surveys and polls is that they can help you figure out what your inactive subscribers want and need to reengage them.
You have to ask the right questions.
5. Archive your inactive subscribers
Here is another action step you can take.
But this time, you are not trying to re-engage inactive subscribers but making things easier for you.
The idea is most inactive subscribers won’t break no matter what you do to re-engage them.
However, instead of removing them from your contact list, you can archive them.
If you are using MailChimp, for example, archiving won’t be a problem.
The good thing about the process is that it would remove inactive contacts from your list, but you won’t lose their data.
Archiving also helps to reduce cost and let you focus on your audience who needs you the most.
Otega Okperigho is a marketer at Time Doctor, a time tracking tool. He is also a passionate writer that focuses on marketing. When he is not writing, he is always busy looking for ways to help businesses grow.