Get FREE Training Workshop from John Crestani
John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.
How do you re-engage inactive subscribers?.
Re-engaging inactive subscribers is a crucial part of maintaining a healthy and active email list. Inactive subscribers are those who have not opened or clicked on your emails in a certain period of time, and they can significantly affect your email deliverability and engagement rates. Here are several effective strategies to re-engage inactive subscribers and bring them back into the fold:
1. Send a Re-engagement Email Series
- First Email – Reminder: Start with a simple reminder email letting the subscriber know you’ve missed them. Use subject lines like “We Miss You!” or “Where Have You Been?”. Keep it friendly and straightforward.
- Second Email – Special Offer or Incentive: If the first email doesn’t work, send a second email with an offer, discount, or exclusive content. The goal is to provide a compelling reason for the subscriber to re-engage.
- Third Email – Last Chance: If the subscriber hasn’t re-engaged after the first two emails, send a final email that emphasizes urgency and scarcity, such as “This is your last chance to claim your special offer.”
Example Series:
- Subject: “We Miss You! Here’s 20% Off Your Next Purchase!”
- Subject: “Still Interested? Enjoy Free Shipping on Us!”
- Subject: “Last Chance: 24 Hours Left to Claim Your 20% Off!”
2. Segment Your Inactive Subscribers
- Not all inactive subscribers are the same. Segment them based on how long they’ve been inactive (e.g., 30 days, 60 days, 90 days) or their past behaviors (e.g., clicked on previous emails but didn’t buy). This way, you can tailor your re-engagement strategy to their level of inactivity.
- Example: You could send more personalized offers to someone who has purchased from you before, whereas someone who hasn’t engaged with any emails might need a more general incentive to re-engage.
3. Personalize Your Emails
- Personalization increases the likelihood of re-engagement. Use the subscriber’s name, reference their past purchases, or suggest products based on their previous behavior on your website.
- Example: “Hey [First Name], we thought you might like these new arrivals based on your last purchase!”
4. Send a Survey or Feedback Request
- Ask inactive subscribers for feedback on why they haven’t been engaging. This not only helps you understand their preferences but also shows that you care about their opinion.
- Example: “We’d love to hear from you! Let us know why you haven’t been opening our emails, and we’ll send you a special thank-you gift!”
5. Offer an Exclusive Deal
- People love feeling special. Offer a time-sensitive, exclusive deal only to inactive subscribers to encourage them to open the email and take action.
- Example: “We’re offering you an exclusive 30% discount – just for being a subscriber. Use code: WELCOMEBACK.”
6. Use an Enticing Subject Line
- Your subject line is the first thing subscribers see, so it needs to grab attention and entice them to open your email. Make it time-sensitive, personal, or intriguing to get them to re-engage.
- Examples:
- “You’re Missing Out on Something Special!”
- “Open for Your Exclusive 20% Discount”
- “We Have a Surprise for You, [First Name]!”
7. Incorporate Urgency
- Creating a sense of urgency can push subscribers to act now. Include a deadline, countdown, or limited-time offer to encourage immediate engagement.
- Example: “Hurry! Only 24 hours left to claim your 20% discount!”
8. Re-engagement with New Content
- Share new, valuable content with inactive subscribers. This could be blog posts, videos, or resources that are relevant to their past interests. Highlight what they’ve missed since they’ve been inactive.
- Example: “Check out our latest guide on [relevant topic], and get inspired to take the next step!”
9. Offer a “We’re About to Remove You” Email
- Sometimes a blunt message works, especially for those who haven’t engaged in a long time. Let subscribers know that if they don’t take action, you’ll be removing them from your email list. This approach can prompt a reaction, whether it’s a re-engagement or an unsubscribe.
- Example: “It’s been a while since we’ve heard from you – would you like to stay on our list? Click here to confirm your subscription.”
10. Ask for Preferences or Update Profile
- Give subscribers an opportunity to update their preferences. If they haven’t been opening your emails, it could be because they are not relevant to them anymore. Offer them the option to select the type of content or frequency of emails they would prefer.
- Example: “Tell us what you’re interested in and we’ll send you only the most relevant content.”
11. Provide Social Proof
- Share testimonials, reviews, or case studies that showcase the value of your products or services. This can build trust and rekindle interest.
- Example: “See what others are saying about our products!” or “Join over 1,000 happy customers who’ve enjoyed our [product].”
12. Leverage Special Events or Holidays
- Use major events like Black Friday, Christmas, or New Year to re-engage subscribers. Time-sensitive offers around these events can boost urgency and prompt action.
- Example: “Black Friday Sale – Last Chance for 50% Off!”
13. Re-engagement with Reactivation Offer
- If a subscriber hasn’t engaged for a very long time, offer a “reactivation” discount or bonus to entice them back.
- Example: “We’ve missed you! Reactivate your account and get 15% off your next purchase.”
14. Clean Your Email List
- If, after multiple attempts, a subscriber still hasn’t engaged, it may be time to remove them from your list. Regularly cleaning your email list helps to maintain good deliverability rates and ensures you’re only reaching active users.
Best Practices for Re-engagement Campaigns:
- Frequency: Don’t overwhelm inactive subscribers with too many emails. Space out your re-engagement attempts, and give them time to act before sending another email.
- Test Your Emails: Use A/B testing to find out which subject lines, offers, and strategies work best for re-engaging your audience.
- Track and Analyze: Keep track of your open rates, click-through rates, and conversions from re-engagement campaigns to optimize future efforts.
Conclusion:
Re-engaging inactive subscribers is vital to maintaining an active and responsive email list. By using personalized content, exclusive offers, feedback requests, and clear calls to action, you can encourage dormant subscribers to start interacting with your emails again. Regular re-engagement efforts can help you win back lost opportunities, improve your email deliverability, and boost overall engagement.
