Just because your contacts and potential customers aren't interacting with your content doesn't mean you have no chance of repairing the relationship! They might just need some extra care and attention to prompt them to re-engage with your brand.
Some subscribers become inactive over time. These subscribers aren't just hurting your business, they can actually damage your future email marketing performance.
But before you remove them from your list, send them an email campaign to remind them why they signed up in the first place.
Your subscriber liked what you were doing, so they gave you their email address. You have a good chance of winning some of them back by reminding them of your value and the relevant content you provide.
This post explains why you don't want inactive users in your CRM and how to create a successful re-engagement email campaign.
As the name suggests, it's an email campaign that targets inactive contacts. The goal is to reactivate these contacts, thereby increasing engagement with emails, reducing unsubscribes, and mitigating churn.
Subscribers may lose interest in your email campaigns over time, but re-engagement campaigns can make a difference and help restore engagement rates.
Re-engagement strategies result in higher quality lists and better email statistics, but surprisingly few email marketers leverage these types of campaigns to their advantage. Let's change that!
No matter how engaging your communications are, there will always be people on your list who simply aren't interested in interacting with you. It's not necessarily something you're doing wrong, but inactive email subscribers are an industry-wide problem. According to Marketing Sherpa, email marketing lists deteriorate by about 22% every year.
But the bad news doesn't stop there. Inactive subscribers negatively affect your sender reputation and email deliverability. A low sender score can cause more of your emails to end up in the spam folder.
Inactive subscribers can also skew data, leading to incorrect marketing decisions. For example, how can you accurately determine why open rates are low when emails are sent to both active and inactive subscribers?
The best way to keep your email list of active subscribers healthy is to maintain its organization.
But before you delete an inactive customer, do everything you can to find a way to reconnect. After all, they signed up for a reason. Re-engagement campaigns are the last chance to remind inactive subscribers that you add value.
Here are some ideas for campaigns you can use to re-engage inactive contacts.
Send a reminder: Send an email with a personalized greeting and remind them of what they've missed lately. Tell them about something new and exciting you've done since they last engaged with your brand
Offer a benefit: Give them a reason to open your email by offering an exclusive discount, a free product, or some other type of incentive. This can help increase engagement and make them feel valued.
Ask for feedback: Ask them for feedback on what they want from your business and your content. This can help you customize your future campaigns and content to what is most relevant to your subscribers.
Remind them of your benefit: Remind them what value you add to their life or business. Show how your business can help solve their problems and challenges.
Send a last chance: If none of the above works, send a final email. Let them know that if they don't engage with your communication within a certain time frame, you will remove them from your list. This can help increase engagement and prompt them to make a final decision to either engage with your brand or unsubscribe.