3 Mins Read
Your most valuable online asset is undoubtedly your email database – subscribers, buyers, prospects, partners, etc.
How well are you managing them?
In the ideal world, everyone in your database is eagerly waiting to read the next email you send them. But this is not the ideal world.
In fact, your most raving fans would sometimes ignore your emails. And some of them would end up not opening any of your emails at all – they become inactive subscribers.
With inactive rates as high as 75% in some cases, this means that your huge list of 10,000 could actually mean that you have just over 2,000 real subscribers.
But here’s the plus side.
Subscriber re-engagement campaigns have actually one of the highest ROI, and you can do it with almost no cost involved.
Here are 3 ways you can win back dead subscribers.
1. Segment Your List
If you’re not already segmenting your list, you should start immediately.
People respond best to content that is ultra-relevant to their interests.
So if you’re only blasting generic emails to your list (or worse, sending ultra-specific content to a general list), it might be a turn-off to your subscribers.
The most common ways to segment your list is through demographics – their age, gender, location, etc. – and psychographics – the interests and hobbies of your subscribers.
Many reputable autoresponder services have built-in functions that allow you to segment your list easily by getting your subscribers to take a certain action (click on a link, mobile casino etc.).
If yours doesn’t offer this function, another way to do it is to send an email to your list and ask interested people to opt-in to a separate list.
By sending emails that are highly-focused to their interests, you will see a massive improvement in your engagement rate, guaranteed.
2. Learn to Write Better Emails
Okay, this is a no-brainer.
One of the reasons your list may not be responding to your emails might be due to a style of writing that doesn’t resonate with your subscribers.
An email is never “just an email”.
Learning how to write kick-ass email copy is a never-ending process, and even seasoned email marketers regularly work on improving their writing skills.
One of the fastest way to learn how to write effective emails (especially if you’ve never learnt it before) is to invest in a solid email writing course.
Or you can read books that are written specifically to teach marketers how to write great emails.
And another tip for you. You should be subscribed to your competitors’ email lists (especially the successful ones).
Success leaves clues, look for it. Study every email that they send and see what you thought was good, and use it in your own marketing campaign.
3. Launch a Reactivation Campaign
It was good while it lasted.
However, you need to accept that fact that there are always going to be a small group of subscribers who will never read your emails no matter what you do, and it’s not your fault.
Holding onto inactive subscribers too long can be damaging in more ways than one.
Firstly, it reflects badly on your email analytics. It makes testing difficult because the inactive subscribers dilute the results of your experiment.
Secondly, you’re actually paying your autoresponder service to have people who’ll never open your emails remain on your list.
And thirdly, they might drag down your deliverability rates.
If there’re a huge number of subscribers who never open your emails, it’ll reflect badly with their email service provider, and there is a chance that they will blacklist you altogether.
You could send a series of 2-3 emails asking inactive subscribers to reaffirm their interest or they will be removed from your list.
This works surprisingly well because the scarcity principle forces subscribers who had previously lost interest to be compelled to reactivate their emails.
Share Your Story
Have you ever attempted a re-engagement or reactivation campaign?
What were some of the problems you faced, and what were the results you got?
Share with us in the comments below!