12 Ways to Target Inactive E-mail Subscribers
Oftentimes, people opt in to e-mail lists—whether it be for newsletters, promotions or information—and then just ignore everything that’s sent to them. I know I do. But chances are, those individuals signed up for your e-mails for a reason, even if their actions don’t show it. For one reason or another, they’ve become inactive subscribers. It’s your job to figure out a way to get them active again.
In a recent whitepaper, Spring Clean Your Email List: 5 Easy Steps, marketing technology company Lyris touches on 12 ways to reel these inactive subscribers back in.
• Special offers. Consider offering discounts or free shipping for retail or a motivational whitepaper for B-to-B communications, suggests the whitepaper.
• Survey subscribers. Find out why inactives have become disinterested in your e-mail communications.
• Update profile. Using incentives, drive subscribers to their profile update pages where they can change preferences and personal data.
• Understand their demographics. Many of your inactives could share common traits—they opted in as part of registering for the same whitepaper, seminar or promotion; a majority are the same sex, age, ethnicity, etc. Find ways to connect better with their demographics.
• Try different send days/times. Different people respond better at different times of the day, week or year. Send out e-mails at different times to see if it spurs response.
• Modify frequency. Considering adjusting your frequency. Maybe inactives are receiving so many solicitations that they’ve become annoyed. If so, tone it down. Or maybe interested customers are not getting enough e-mails to make an impression. In that case, try sending out more.
• Create new content. Perhaps the content these inactives signed up for has become stale or their needs have changed. Offer different and new content to re-engage them.
• Try different formats. Test using a text version, suggests the whitepaper, that is very simple but with specific links and messaging intended to drive action.