5 Keys to Successful E-mail Re-engagement
Disengaged e-mail subscribers are a marketer's worst enemy. Not only does their presence on your list suppress open, clickthrough and conversion rates, it can increase the cost of mailing your list and even negatively impact your deliverability.
E-mail marketing best practices dictate removing subscribers who haven't taken action with any of your e-mails in the past three to six months, and moving forward with the ones who are still opening and clicking. But for many marketers, the thought that some of those subscribers might still be interested makes deleting them from the list a gut-wrenching experience.
Do your business, your conscience and your list a favor: Cut disengaged subscribers loose, but only after you try a re-engagement campaign. Here are five keys to successful e-mail subscriber re-engagement:
1. Create opportunities for action. The goal of a re-engagement campaign isn't to close sales; it's to separate people who are still somewhat interested in your business from those who have completely checked out (and probably won't see your re-engagement e-mail anyway).
Make it easy for those still-interested subscribers to take some kind of action. Ask subscribers to tell you what they want to hear about by filling out a survey. Or ask them to tell you how often they want to hear from you (by clicking a link that says "weekly" or "monthly," or by visiting your preference center). Or use a simple yes/no question to ask subscribers if they're still interested in the benefit they get in your e-mails (this is a great opportunity to remind them of why they signed up originally).
2. Incentivize re-engagement. To maximize response to your re-engagement campaign, offer an incentive to subscribers.
While this can be a discount, you may find more success offering something of value that doesn't remind them that, ultimately, you want money from them. Remember, you're not trying to close a sale just yet. Free whitepapers, consultations, recipes and other relevant content can work well here: Not only do they deliver value, they re-establish your authority and expertise, and create reasons to talk to reengaged subscribers later.