Every email list inherently has a good number of inactive email subscribers – people who once signed up enthusiastically, but since then seem to have lost interest. If this number becomes too high, then it starts having a negative impact on your inbox deliverability and open rates and also depreciates the list quality. As such, its time then for the marketer to pull up socks and prepare to nudge the missing ones back into action!
Analyzing inactive subscribers
The first step is to analyze the inactive subscribers and segment them into different groups. You’ll also need to define what you consider to be an ‘inactive’ subscriber, so that you can create customized campaigns. For example, some email addresses may be correct but the subscriber may not be opening the email, or alternatively, the email addresses might have gone into disuse altogether. A thorough analysis of your campaign’s analytical report should help you in this process. Once that is done, you are ready to apply resuscitation – re-capture their interest.
Offering something of value
It all comes down to this – the simple reason some people are not interacting with your emails is because they are not finding the communication interesting enough. As such, the marketer’s effort should be to try something different, like:
- Special offers: Nothing captures interest faster than a special offer. It can be something being offered free or perhaps at a discount available only on clicking a link inside the mailer. It is one of the simplest, and yet, one of the most powerful methods to get a response.
- Useful content: Perhaps your newsletter has too much ‘clutter’ for someone’s preference. Many people prefer a sharper, simpler and to the point mailer. If so, you can test this by sending them a useful piece of content—video, whitepaper, info-graphic, report etc. and see if that has any effect on the subscriber’s interactivity.
- Survey: You don’t need to be apologetic about your mailer. Be upfront and ask the subscriber what type of content they’d like to receive. Sometimes honest feedback does what multiple clever campaigns are not able to do.
- Opting out: In some rare cases, a person really doesn’t want to receive your emails. As such, it’s best to stop trying and save yourself from getting marked as spam. Test such cases first by sending a personalized communication to them asking for feedback and see if that works. If not, then you can provide a link to them for easy opt-out.
Monitor the changes
Of course it doesn’t end with just sending out the campaigns. As a good marketer, you need to collect data and analyze the reports to see if your re-engagement efforts are working. If not, than what more can you do? Thinking of new strategies from time to time will always keep your campaigns fresh and interesting. Plus reaching out to inactive subscribers personally will let them know that you value them and perhaps they in turn, will also start valuing your mailers once again.