If you’ve worked in marketing for any length of time, you know a large email list isn’t an indicator of a successful email marketing program. If an email list contains too many inactive subscribers who don’t engage with your content, your emails will likely do more harm than good.
Fortunately for marketers, email re-engagement campaigns are an effective way to spark a renewed interest from inactive email subscribers– a shocking 71% of marketers say re-engagement email campaigns are effective. But, surprisingly, only 57% of marketers use this type of campaign.
Tips for Better Email Re-Engagement Campaigns
Before you can begin a re-engagement campaign, you must identify your inactive email subscribers and separate them from the rest of your list. Segmenting inactive subscribers accomplishes two things. For one, you can stop sending them the same emails as your active subscribers, which will keep your open rates from dropping. And two, you’ll be able to send your inactive subscribers targeted marketing campaigns developed specifically for re-engagement purposes.
- Exclusive offers and discounts.
Nothing captures a person’s attention like an exclusive offer. Using your marketing automation platform, trigger an automated email to each subscriber that enters your “inactive user” list. Offer a unique discount code, an exclusive free trial, early access to a new product, or some other promising incentive
- Send personalized emails.
Personalization isn’t just crucial to re-engagement email campaigns—it’s critical for your entire email marketing strategy. Studies show the open rate for emails with a personalized message is 17.6%, compared to 11.4% for emails that don’t contain a personalized message.
Engage inactive subscribers by sending personalized offers. To implement the most effective re-engagement email strategy, analyze each recipient’s purchase history, product usage, and web behavior to determine the best way to earn back their clicks and, ultimately, their business.
- Ask for feedback and provide options.
A simple way to understand what your inactive email subscribers want is to ask them. Perhaps a segment of inactive subscribers are interested in your brand but prefer a different form of communication. Or, maybe they only want to receive a specific type of email. Or maybe they’re just looking for a simple way to opt out. The only way to know for sure is to ask.
