Have you wondered how effective email marketing is? According to the Data and Marketing Association, email has an average ROI of $38 for each $1 spent. This makes using email subscription the perfect marketing tool for building customer relationships.
What’s the catch? In reality, email marketing strategies will deliver good results only if they’re done right. But even if you have a list of unengaged subscribers, you don’t have to start a list-building campaign all over again. Keep reading to learn the top tips for executing successful re-engagement.
1. Identify Inactive Groups
Segment out email subscribers who received recent campaigns, but didn’t engage with them. For example, see who hasn’t opened or clicked for the past 90 days or 10+ campaigns. Then, you should take this group and make a separate “inactive” mailing list.
2. Address the Recipient’s Lack of Engagement
Transparency is key to building relationships, and if you want to win subscribers back, you can say so openly. Communicate that you’ve noticed their recent lack of interest, and you want to change that. For example, send something like “Where have you been?”, “We miss you!”, or “Long time, no see”.
3. Get Feedback
You should identify how your campaigns have been received by your audience. This way, you will gain insight into what they truly value. Our tips:
- Ask specific questions, like “How likely are you to recommend us to a friend?”
- Don’t shy away from open-ended questions.
- Keep the surveys short.
- Inform the reader of what the results will be used for.
4. Trim Your Email List
Many services start collecting free email subscriptions by giving something away, like fortunavisual.com offering a free consultation to any website visitor. But the next important step is to maintain email list hygiene, which is necessary for targeted marketing. You will also improve open and click-through rates and have fewer unsubscribes and spam complaints.
5. Perfect the Subject Lines
Just like anywhere, first impression matters. So, you can use your subject lines to convey why users need to open it and boost engagement. The characteristics of good subject lines are:
- Moderate use of exclamation points
- No spelling errors
- Simple and straightforward – but attention-grabbing
- Reader is the focus of the line
If you can balance all these requirements, you will re-engage email subscribers that would otherwise scroll past the message. You can generate curiosity, communicate urgency or scarcity, highlight recent news topics, share social proof, etc.
6. Improve the Content
You need to find out variables of your email subscription campaign that would create more impact on your subscribers if only you improved them. For this, try out any element of your email, such as addressing subscribers, including media files, length of the message, etc. When you find out what works, you can make needed changes.
7. Include Calls to Action
There are two main purposes to use CTAs: tell what recipients should do and encourage them to do so. Below are some CTA ideas for subscriber engagement that you can draw inspiration from:
- Act now
- Get free shipping
- Book your next appointment
- Yes! I want my birthday deal!
- Read the full story
- Reserve your seat
- Leave us a review
8. Extend Exclusive Offers or Incentives
One of the most effective tactics to get more email subscribers is to offer value. It can be an exclusive free trial, a giveaway, a unique discount code, early access to new services, or something else that people would want to obtain. You can even put an expiration date to create a sense of urgency. This will definitely wake up many inactive users, and they will be more likely to open your emails in the future.
Personalized emails have higher open and click rates than non-personalized. So, why not make each subscriber feel that your brand understands their tastes and needs? Here is how you should approach customer mailing to make it personal:
- Collect data (age, gender, birth date, address, purchase history);
- Build customer personas and reach out to them differently;
- Use the recipient’s name;
- Automate behavioral trigger emails;
- Reference specific pain points.
10. Optimize the Time
On average, people are more likely to engage with email newsletter campaigns on Tuesdays across all industries. Perhaps the reason is that most people sort out urgent emails that have been piling up over the weekend, and after that, they can focus on something else. You may see different results for your specific niche, so do your own research.
11. Keep It Reasonable
Emails can be too much. Create an email newsletter for important activities and events, but don’t overwhelm your subscribers with frequent emails. Especially if they haven’t been responding, it might be a sign to slow down.
Here’s the hard truth: You can’t engage every single person on your email subscription list. But the silver lining is that it doesn’t matter if you lose some subscribers when you get great value from winning back inactive subscribers. Hopefully, these tips have given you the motivation to start your next re-engagement campaign and do it right.
Many marketers have learned that it’s all about conducting experiments based on educated guesses. So, you might’ve had a slightly different experience with catching your subscribers’ attention. Tell us in the comments below which strategies have worked for you!
About the Author
The author is a digital marketer with a focus on communications closing on eight years of professional experience. She offers freelance marketing & sales consulting services for a range of online and brick-and-mortar businesses. She’s well-versed in the technical landscape of email marketing, driving traffic, and strengthening relationships with new and existing customers.