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Re-Engaging Inactive Subscribers

Re-engaging inactive subscribers without alienating them calls for a disciplined approach. However, with inactive rates estimated between 30 and 50 percent, or even higher on older lists, it is well worth your time and attention to actively re-engage these subscribers, or to purge them from your list.

Using engagement profile filters mentioned earlier lets you build a report of the subscribers who have opened at least one of your emails in the last 3-6 months, or whatever pre-determined timeframe you set for your business.

Running that report against your entire list will identify those subscribers that have received but haven't opened a single message. These are your re-engagement targets, and just as you asked for permission before you added subscribers to your list, you should ask for permission before you remove subscribers as well.

Reach out with a special offer such as a contest, survey, coupon, free white paper or report, etc. The emails should be exciting, eye-catching, and to the point.

If subscribers do not open or respond to your special offer, send a follow up email announcing that their subscriptions will expire soon and send them a link to confirm they wish to remain on your list. If that email also elicits no response, send a follow up email announcing this is the last copy of your newsletter. If at that point they do not re-active their account, say good-bye.

It's time to remove those subscribers from your list. Send them a farewell email letting them know their accounts have been suspended and include a link on how they can reactivate their accounts if they require your products or services in the future.

For more detail on designing a re-engagement campaigns read "Email Marketing Best Practices: Inactive Subscribers - Re-Engage or Remove."