If you’re a business owner or digital marketer, you know the importance of a healthy email list. But you might have noticed that a majority of your subscribers are simply no longer checking your emails. It’s an annoyance for any business, as subscribers may become bored, alter their email address, or forget your brand in the long run. Reactivating these idle subscribers is essential for keeping an active email list and making your email marketing efforts successful. Here we will dive into detailed instructions on how to recover your subscribers and bring the email marketing business back on track.
Step 1: Segment Your List
Reactivating your subscribers first involves segmenting your email list. Segmentation is the method of repurposing your email list into smaller segments with similar characteristics. By segmenting your list, you can build customized campaigns that meet each segment’s needs and interests in an effort to re-engage unsubscribers. Below are some of the ways you can break your list down for reactivation:
Level of Activity: Classify your subscribers according to whether they’re active, inactive, or highly inactive. This will allow you to run retargeted campaigns for unsubscribers without sacrificing the experience of your subscribers.
Demographics: Add demographic information like age, gender, location, and profession to your email list. This will help you create relevant content that’s most applicable to your demographic, giving you a better chance of re-converting long-term subscribers.
Date Subscribers: List subscribers by the date they subscribed to your emails. New subscribers may be more inclined to re-subscribe than those who have been with you longer. Follow this knowledge and personalize your campaigns.
Customer Behavior: Examine unsubscribed subscribers’ past purchases and web browsing patterns. You can use this information to sort subscribers based on their interests and then send them targeted content that is likely to interest them.
Step 2: Analyze Your Data
Getting data insights to see why subscribers lost their subscriber base is the key to reactivating them and customizing your campaigns accordingly. Identify metrics and trends so that you can make more informed decisions regarding re-engagement. Some statistics to note:
Open and Click-through Rates
You can begin by calculating open and click rates for your unsubscribers. If open rates are low, this may mean your subject lines are vague, boring, or did not stimulate interest. If you have a low click-through rate, then the copy of the email isn’t as appealing to the reader as we were expecting. Whenever you see such patterns in motion, you can easily tune your message to fit what your subscribers want.
Conversion Rates
Then calculate the conversion rates of the inactive subscribers. Do your ads and call-to-actions actually inspire action? if your conversions are dropping, you may want to look back on the discounts and CTAs. You might be able to create a more compelling offer, to generate conversions among your passive subscribers, if you adjust your offers and CTAs accordingly.
Bounce Rate
Another vital component is the bounce rate. A high hard bounce rate — due to the undeliverable e-mail addresses on your database — sometimes kills your sender reputation and can impact your e-mail deliverability. You cleanse your database and boost overall e-mail delivery by eliminating these invalid addresses from your database.
Device Usage
It makes a huge difference to design or format your email depending on the device your unsubscriber uses to open your email. Check out their top choices for smartphones, tablets and desktop computers. By tailoring your e-mail templates to popular devices, you can ensure all of your recipients will have a breeze and will be more likely to bounce back.
Day and Hour and Day of the Week.
Go into the weeds and know exactly when your unsubscribers are open to receiving emails. Open and click through rates can go up exponentially if you adapt the send time to match these trends.
Step 3: Implement a Re-engagement campaign.
Now that you’ve sifted your data and tailored your strategy, it’s time to design a re-engagement campaign for each subset of your non-active subscribers. A few things to consider:
Subject lines: Create intriguing, curiosity-building subject lines that entice readers to open your emails.
Content: Demonstrate your brand’s differentiated value, and add value to subscribers by sharing quality content.
Visuals: Use beautiful imagery and design to make your emails stand out.
CTA: Make it easy for subscribers to act through informative and compelling CTAs.
Step 4: Establish a Win-Back Plan.
For subscribers that have not opted in to your re-engagement campaign, think about developing a win-back program. This might involve giving out exclusive discounts or incentives for subscribers who sign up to your email list. Tell them why you should come back to your email community and why you should continue to participate.
Step 5: Monitor and Adjust
When you’ve put your re-engagement and win-back programs in place, monitor their results closely and adjust accordingly. Check the subscription funnel, open rates, and click-through rates to understand your campaigns’ performance. Take what you’ve learned, fine-tune your email marketing strategy, and optimise your reactivation efforts.
Conclusion
Reactivating your subscribers is a vital part of having a well-balanced email list and successful email marketing campaigns. If you follow the steps above, you will have no problem bringing in those sleeping subscribers and rebooting your email marketing campaign. Key takeaways include:
– Segmenting your list
– Analyzing your data
– Developing targeted re-engagement campaigns
– Implementing win-back strategies
– Tracking and improving your strategy.
Using these guidelines will help you to build an active, high-performing email community that grows and flourishes your business.
