While email is a good way to connect with your costumers, the open rates and the engagement level is not linear.
The customer relationship doesn’t always go in a straight line from the top of your funnel to the bottom.
If you have “sleeping” subscribers – those who don’t open their emails from you, and don’t engage with your content – don’t panic.
Before you unsubscribe them from your list (or they unsubscribe themselves sooner or later), you have another chance to get them back on track.
How do you plan and complete a re-engagement email? Here are my tips:
Define inactive subscribers
Before you do anything to re-engage inactive subscribers, first find out who is inactive. Usually marketers say anyone who has not responded, opened, clicked, or acted on any email sent in the past 6-12 months is inactive.
Make sure your emails are relevant
People are overwhelmed with email these days. A recent study by the Email Stats Center states the average subscriber receives 11 commercial messages each day via email, 9 via Facebook, and 8 via Twitter.
Providing relevant information, based on the interests and specifics your subscribers provided when they signed up, makes a big difference in your success rate.
Keep your emails 90% educational and 10% promotional.
Figure out the ideal time to email them
It depends on the audience. If you imagine yourself in their shoes, you will get a picture of their average day and when they want to receive emails. Is it in the morning? Or later, after work? Maybe at night?
Your Google Analytics statistics can show you what time of the days was the busiest on your website, it can be a good starting point.
Re-Build the relationship
Now that you’re ready, it’s time to send out an email that catches their interest and gets them back into being involved with your brand.
- Write a strong subject line:Make sure your subject line gets their attention. The subject line is the first thing they see about your email; it drives the reader’s decision to open it or not. Keep it short and powerful to get their attention.
- First few words (Email preview): The first line of the email is a key part of the message. It has to reinforce or complement the subject line. It’s like the sub-headline that promotes intrigue and provokes reader interest beyond what the subject can do. Avoid having “View this email in a browser” at the top of the email. If you don’t, it will show up in the preview, which is something you do not want.
- The message: Keep it short. People don’t want to read long paragraphs if they are only slightly interested in something. Write a few short sentences, and use bullet points highlight your key points.
- Call to action: AWeber’sCMO, Erik Harbison, explained how to get disengaged subscribers back on board. “Isolate subscribers that have not opened your emails, or clicked on links, in the last three to six months. Send them a series of re-engagement emails. There are a number of tactics you can employ here. You can send out emails that allow them to change their email preferences or that force them to click a link to continue receiving emails. It’s always important to have a call to action in your emails, but for re-engagement emails, it’s especially critical because you want to ensure that you can separate those who are still interested from those who have checked out.”
5. If it’s not meant to be, let them go
Be ready to move on at some point. If they haven’t even opened your emails in the last 6 months, or whatever your limit is, you have to remove them from your list.
That’s how you keep your list clean.
Continuing to spend money on ads for people who have shown zero interest in your content in a personal channel like email seems like a waste of money.
More importantly, these unengaged subscribers can affect your standing with your email service provider and generally create a lot of problems.
While not all your subscribers will re-engage with you, it is easier to re-engage “sleeping” leads than to market for new ones.
The truth is that many marketers don’t use the re-engagement email series to win back a subscriber’s attention.
The 5 simple steps mentioned above can have a huge influence on your email marketing, because most subscribers are interested, and will stay on your list. They simply need to be reminded of your business from time to time.
Take that opportunity by inviting them to fill out a survey, or to sign up for a free webinar, or download a new ebook, so they can connect with your business again.
Segment your list, find out what they are interested in, and then provide the exact information they need in order to help them.