5 Tips to Rekindle Your Unengaged Relationships
Primary accounts are checked at least daily, and are likely to be thought of as people's main mailboxes. Disengagement from these accounts indicates an issue with your program. It's not them, it's you. On the other hand, disengagement from a secondary account that's checked only occasionally — perhaps used mainly for marketing email — may not be a comment on your particular program. It may be them, not you. And dead accounts may be the lost causes - they're not being checked at all, so nothing you say may help.
2. Segment by Length of Disengagement
Another way to segment is by the amount of time passed since subscribers last engaged regularly. Through this you can identify when subscribers began to disengage and possibly what kind of content they were getting when they fell off, so you can tailor your win-back content accordingly.
And of course, those who have recently disengaged will be easier to win back by reminding them of the value of your content. Those who have been away for a long time may require more persistent reminders of who you are in addition to what makes you valuable.
3. Send Multiple Campaigns
Don't send only one email. Winning back your disengaged subscribers will not be easy. Make multiple attempts, or even better, create a win-back series to re-engage your subscribers over time. Just as in any campaign, for each email in your series make sure to test a variety of subject lines, offers, and calls to action.
4. Don't Be Hasty
Not all your inactives will come running back. It will take time for some to warm up to your programs, but that wait will be worth it. Make sure you are giving your win-back campaigns enough time to run. A study by Return Path found it can take subscribers 57 days between receiving a win-back email and reading a subsequent message.