Write a successful re-engagement email, and win back your subscribers
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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.