Email Marketing: How to Re-engage Inactive Subscribers
22 Nov 2016
If you want your website to thrive in the tough cyberspace, you need an active email list. Any blog or website has a few inactive subscribers, but the problem arises when you have too many of them.
Even if you think that your email list has too few inactive subscribers, you still should have a strategy to win them over.
An inactive list of subscribers is just a bunch of potential customers that you’re not paying attention to, therefore, you’re losing traffic and money.
Any successful blogger knows that an active email list is worth more than gold. So if you want to be successful, you should pay real attention to those people who seem uninterested by the content that you’re sending them.
But how do you win them back? The answer may be a little complex at first, but I’m going to break down for you so it becomes easier than clicking “send”.
Remember that re-engaging your already existing readers is way easier than finding new ones. So don’t take them for granted.
In this article, you’re going to learn an easy step by step process to optimize your email and ensure that you get a higher open rate.
1- Identify Who’s Inactive:
As I said before, it’s normal to have a few inactive subscribers. They don’t open every email you send them, or participate in every campaign.
What you should be mainly looking for are the subscribers that are completely unresponsive.
In order to do that, you can use tools that will help you by showing the Data on how each subscriber interacts with your emails.
This is the first step in reducing the inactive subscribers’ number that you currently have.
Once you know the number of inactive subscribers, and what are the emails that definitely don’t work with them, you’re ready for the next step.
2- Improve the Headline:
This is one of the main things to consider when creating content, the headline. Most people only read the headline and the subheadings of an article.
This is why the headline is so important. Maybe your headlines aren’t grabbing certain readers, and that’s why they’re not opening your emails.
So this step can be a little fun because you can use your creative side to come up with original, attention-grabbing stuff.
So remember to focus on writing not only great headlines but headlines that fulfill your readers need so they’ll keep opening all your messages.
3- Find out Why:
One of the best ways to find out why people aren’t opening your emails and clicking on your links is to conduct a survey or poll.
Ask subscribers, specific questions that’ll help you understand their behavior and know what messages they’re more susceptible to.
One of the main reasons websites aren’t getting many responses from their subscribers it’s that the website isn’t automated enough.
A great way to ensure this is by using tools and services that make the whole automation for you. You can find websites that are all-in-one web marketing solutions. So they prepare and put into action the whole marketing campaign for you.
What this means is that they make the website smarter by sending emails to specific groups of clients, and tailor your content to increase the responsiveness.
4- Create Strategies to Rebuild the Relationship:
So far, I’ve taught you ways to increase your open rate, but what about other ways to keep the readers’ attention when they finally open your message?
It’s always important for any website (not only those with low open rates) to work on the relationship with its audience.
But it’s crucial for those that need to re-engage their subscribers, to re-build the relationship. Do this before the reader forgets who you are.
The best way to win your subscriber back is to give him/her something first. So you can start by using a few tools that will re-engage them like:
- Online competitions
- Promo code or giveaways
- Personalization with automation
So what you basically do is to give them something while tailoring your emails to them.
5- Improve your Content:
This is one of the toughest things to admit, but sometimes the reason why you have inactive subscribers is because the content of your emails isn’t good.
If that’s your case, it’s not as bad as it seems. All you have to do is improve the content you’re already offering.
There are two main reasons your content isn’t resonating. First, you don’t know your audience that well.
You need to know everything that it’s relevant for your audience. People are busy, and they’ll only open emails that resonate with them. So you can use the surveys mentioned above to tailor better content for them.
Second, your writing may need improvement. You can fix this in two ways. You can hire a good writing service that’ll create the content for you, or you can work to improve your writing.
6- Review your Results:
Any good strategy analyzes the effectiveness and reviews the overall outcome. If you want to be successful, you have to make self-reflection a part of your endeavor.
So use the tools mentioned above, create a good profile of your readership, improve your content and your headlines, and gather all the data of your final results.
Now, see what worked and what didn’t. This way, you’re going to be closer to figuring out exactly why you have inactive subscribers.
Once you know the problem is way easier to fix it.
7- Rinse and Repeat:
Now that you know what worked great for you and what didn’t do so well with your audience, you can create optimized emails that get open and generate traffic.
Rinse and repeat, and make a few adjustments along the way. This way, you really are going to have an email list that it’s worth more than gold.
Now that you understand the reasons why you have inactive subscribers, and how you can re-engage them, you’re one step closer to having a very successful website.
So it’s your turn to create a strategy using these tips to get amazing results. Go ahead and start winning those subscribers back.
And before you go, post a comment and share this article with everyone so they, too, can re-engage their inactive subscribers.
Featured Image by Maialisa