Re-engaging With Your Inactive Email Subscribers

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Re-engaging with your inactive email subscribers

Re-engagement is an essential pillar of an email marketing strategy. Most email marketers are still treating all customers the same and brushing over their engagement statistic, which is a big mistake and missed opportunity.

Believe it or not, you will have a lot of inactive email subscribers. On average, more than 50% of subscribers are likely to have not opened your emails in the last six months. When you start looking into your email marketing statistics and analysing your open and click through rates it will present a clear case for a re-engagement email campaign to improve return on investment.

Understand why they’re not engaged

There must be a good reason why these customers subscribed to your email list in the first place. Some of them may not have the need for your products and services at the moment, but the chances are the majority still have some relevance to you.

It’s a good idea to cross reference your email marketing statistics with other data to understand the level of engagement each customer has with your business. Take a look at their purchase history, it may be that they are purchasing but just not opening your emails, which will help you with your reactivation email message.

Are your emails grabbing their attention?

Customers can simply fall out of habit. Maybe sub-consciously they’ve switch off from your emails, which means you’ll need to think about tweaking various elements to your campaigns. For example, making a simple change to the ‘from name’ and optimising your subject line may be all you need to re-awaken some customers and increase open rates.

Are your emails relevant?

Another popular tactic for re-engaging with subscribers and understanding their behaviour is to ask the question, giving you valuable insight into areas such as relevancy, value and frequency of your email campaigns. Maybe they see your emails as a batch blast, in which case you need to start thinking about segmentation, personalisation and dynamic content.

Reactive your email subscribers quickly

Reactivation is a really simple tactic that you can get up and running in less than a day. Here at Emailcenter, we provide our clients with all the tools needed to create engaging reactivation email campaigns.

In Maxemail, you can create a segment for your inactive subscribers and construct a targeted campaign using the drag-&-drop email builder. Maybe they need an incentive? You can also run split A/B tests on different subject lines and analyse the performance of each campaign.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.