Re-engagement Email Campaigns. Five Steps to Win Back Your Subscribers
Business marketers, on average, lose a major chunk of their email list because of various reasons. The audience may change their email address, opt-out of your subscription list, or become inactive. Many marketers have many inactive subscribers who are simply a burden on their email marketing budget as they even don't bother to open your emails.
On average, it is estimated that almost 40% of subscribers on your email lists play Zombies' role, which means they remain inactive. It also predicts that there is a lot of room for improvement In your email campaign. It is essential to reactivate your existing subscribers as it is economical and faster to get conversion from them than acquiring new customers. When you observe that your customers are not engaging with your emails, you need to take steps to engage them before you completely lose them.
If you fail to engage them, you lose the audience, who can be your customers. If this persists for a long time, you may come into troubled waters with the internet service providers. ISPs block the email senders with low deliverability and engagement score. You must be pondering how to win back your subscribers and re-engage them so if your subscribers are not as interactive with you as they should be. You need to see who is not active, what can be the possible reasons. Once you understand the reasons behind their inactivity, you can sort out the issue and design your strategy accordingly to win out your old subscribers' engagement. Engaged subscribers mean more clicks, more leads, and more conversions. Ultimately more return on investment.
Re-engagement email is also known by reactivating emails because these emails serve to reactivate the existing but passive subscribers. It is a kind of triggered email that aims to wake up the audience from a long period of being inactive.
Engagement is essential for any marketing campaign's success, for email marketing refers to the number of email opens and email clicks.
Benefits of re-engagement emails
Discussed below are some potential benefits of re-engagement emails.
Detect the existence of spam trap
Re-engagement emails help the email marketer to detect the presence of any spam trap in the mailing list. If your email list has several inactive subscribers, there is a great possibility of a spam trap in your list. When you send re-engagement emails, you can easily identify the spam trap and remove it from your email list.
Improve sender reputation
If your sender faces reputation issues and has low deliverability scores. Then, re-engaging your email list can help a lot as internet service providers check the sender's engagement and other metrics to give some score. Less engagement means poor scoring and a bad reputation. When you send re-engagement emails to your old email list. Your engagement enhances and hence your score, followed by the improvement in the sender's reputation.
Check your email list subscriber's engagement
If you plan to start any re-engagement email campaign, you need first to identify the un-engaged audience. You can recognize it as the people who have not opened your emails since a specific time period or the people who have opened only a very limited number of your emails. The people who open your email but bounce back without any click can also be declared as inactive.
After checking your inactive subscribers, you need to check how they subscribed to you, their demographics, and their interests. Once understanding their preferences, you can identify what causes them to hibernate. By identifying their issue, you can easily design reactivating campaign.
Re-engagement email best practices
To enhance your ROI from your existing mailing list, you need to consider the following practices for your subscribers' re-engagement.
Clean up your mailing list
This must be the first step in your re-engagement campaign. You need to identify the inactive subscribers and, among those, figure out the ones with an invalid email address. Find out the people who are no longer using their email. Remove such emails from your mailing list as they can do no good to your email marketing campaign.
Segment your email list
After doing the cleaning of your email list, you are left with the real subscribers but don't engage with your emails. Now, you need to segment your mailing list based onyour subscribers' demographics and interests. Another factor based on which you can segment your list is identifying people who don't open your email, who open but don't click.
Personalize your email content
One reason for poor engagement is that you send customized emails to your subscribers and don't personalize your email content. You need to call your subscriber by name to give an impression of familiarity. You also need to understand their interests and send them email campaigns accordingly.
Emotions play the role of a trigger when used in any matter. While designing your email marketing content, you need to make sure that your content appears emotional to the subscribers. Let them know how your products and services can emotionally help them.
Update email preferences
Only the change is constant in the world where we are living. People change, and hence their preferences also change. To re-engage your customers, you need to ask your subscribers if they want any changes related to their chosen email preferences.
Offer them some value
If you want your audience to spend a little time on your emails, you need to provide them with something that must be worth their time. Offer your subscriber some discount offer or some giveaway.
Remind them why they are on your mailing list
If your audience doesn't engage with your emails anymore, you need to remind them why they subscribed to you in the first place.
Add opt-out button
You need to add a clear opt-out button in the footer of your email so that the people who no longer want to receive emails from you can easily un-subscriber to you rather them spamming or ignoring you.
You can re-engage your zombie contacts by sending them re-engaging emails. You can also get help from the CBT mass email-sender in this regard.