And, According to Marketing Sherpa 75% of email
subscribers are inactive.
List grows -
to the list
further - continue
to entire list
- They become
re - implemented
So now, what to do with these subscribers who have lost interest? Do you leave them and move ahead?
Do you continue sending them the emails? Or Do you re-engage them?
Well, before you jump start answering these questions, here are some reasons
why subscribers stop opening emails and disengage.
Change of circumstances like job or re-location
And, according to one of the top
surveys, these are some actions
subscribers take after losing
interest from permission emails:
% of respondents
So, once the subscriber list decays, it leads to death of your channel eventually & how can you prevent such a scenario?
Re-engagement emails also have a carry forward effect in subscriber engagement. 45% of recipients who received re-engagement email read subsequent emails as per one of the recent surveys.
However, there is a challenge: Not all subscribers will read the first re-engagement email. It is believed that only 24% of the disengaged subscribers read the re-engagement email.
Wake them up
with a catchy
and follow up
with the rest.
Purge the ones
on whom divine
Make your divine jackfruit bring life to the list
Develop a dialogue and action There is a difference between promotional monologue and informative dialogue. Do not bombard the subscribers with emails because of which they disengaged. Probe and resolve queries. Check the campaigns of their interest from past data.
Flex your value muscle Don’t just drive re-engagement emails with coupons or incentives. Offer a great deal of personalized value which instigates action along with the coupons or incentives.
Workout on your design & copy A great piece of witty copy with a master stroke of subject line and an appealing image with awesome mobile friendly email design will add value to your re-engagement campaign.
Don’t setup before testing A re-engagement program should always be automated, but only after it’s tested, reviewed, and refined before roll-out. Make your re-engagement strategy bulletproof.
Define the inactivity While you are segmenting the disengaged, make sure you define the inactive period. For some it could be 6-9 months of no action, for some it could be 1 year or longer. Decide how many days gap from the last action makes your inactive period. Remember, if you haven’t defined the disengaged properly, your email list might further stop engaging.
Be bold Not all the re-engagement campaigns center around incentives. Sometimes if you see there is a total inaction despite multiple trials, be bold and unsubscribe those emails. If you want to go the extra mile, just confirm that you will unsubscribe them as you don’t want to bother them anymore.
Change it out like “totally” Remember, win-back campaigns are for winning back your subscribers. They are already tired and sick of seeing what they have been for so long. Change your email strategy right from the subject lines to design to copy to imagery – almost everything. Some brands win a great response with going playful. You can also move to plain text emails if HTML emails don’t work.
Put the list on the bench and do nothing No news is good news :) Rather than expanding a lot of efforts on how to win back the inactive subscribers, put them aside off the list. Say nothing and send no email for certain time. Reach out to this after a certain time frame and see if some of these inactive subscribers turn active.