Re-Engagement Campaigns
Just like you asked for permission before you added subscribers to your list, you should ask for permission before you remove subscribers as well. Re-engagement campaigns are your way of asking subscribers whether or not they want to remain on your list. Here are some tips and best practices for your re-engagement campaign strategy.
Reach out with a special offer – Your first attempt at contacting your inactive subscribers should include 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. These special offers can re-energize a good portion of the dormant subscribers and capture their attentions so they become active again.
Attempt a second contact – 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. The scarcity of the message will attract those subscribers who have been reading your messages but not triggering the response mechanism.
Send a final notice – If subscribers still do not respond, give them one more chance to remain on your list. An email with a subject line announcing it is the last copy of your newsletter and creative pointing out what they’ll be missing in future emails will encourage some subscribers to reactivate their accounts.
Say goodbye – If your re-engagement campaigns didn’t generate any response at all, 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. You don’t have to unsubscribe the recipients from your list completely; you can just segment your data to prevent this group from receiving future messages.
Removing subscribers from your list might seem counterintuitive at first as marketers are responsible for getting their messages out to the masses. However, as an email marketer, you know how important it is to target the right subscriber with the right message at the right time. Email marketing doesn’t work if it is nothing more than a message delivered to an inbox that will be overlooked, ignored, or deleted. Your time is better spent communicating with your active subscribers, and the boost you will see by removing the inactive ones is worth it.
Removing inactive subscribers helps you report more accurately on your campaign results while lowering the cost of each campaign deploy and increasing your ROI. After all, if you send a message to 10,000 subscribers but only 8,000 are active, you’re not only paying to deliver the message to 2,000 people that won’t read your message, but you are skewing your statistics by including them. Every email metric is measured against the number of messages delivered. If 10,000 messages are delivered and 4,500 are opened, your open rate is 45 percent. However, if you only send 8,000 messages to your active subscribers and 4,500 are opened, your open rate is 56.25 percent.
Finally, just because you are no longer sending emails to these subscribers does not mean you have to cut all ties with them completely. Use your other marketing channels to keep your brand in front of them and when the time is right and they need your products or services again, they’ll reactivate their subscriptions to your email lists.
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