Strategies To Re-Engage Inactive Subscribers
From Email Marketing Wiki
Getting inactive subscribers interested in what you offer is tricky but it can be done. It takes a little bit of creative marketing on your part, but if you can re-interest them, you’ve regained a valuable resource. Here are some tips that you may find helpful in getting your inactive subscribers active once again. Hopefully you can remind them why they signed up for your e-mails in the first place.
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Review your e-mail list segmentation
Take all of your inactive subscribers and see where they fall in your segmentations. Once you have done that, separate your inactive subscribers and your active subscribers within the segmentation and then develop a separate content for the inactive subscribers based on the content you use for the active ones. Test out different content with the inactive subscribers until you find one that works and draw them back into the fold. Use the same strategy for all of your other inactive subscriber segmentation.
Send out a survey
Invite all of your subscribers to participate in a survey about your company and the information that you send out to them on a regular basis. Ask them for suggestions and what type of content they would like to see in future e-mails. This can prove to be the catalyst you need to get inactive subscribers to respond to you and become active once again. Those who do not respond whatsoever you can probably safely remove from your list.
Verify that you have the correct e-mail address
One of the biggest reasons for people to become inactive is because they have changed their e-mail account. You can try and obtain a new e-mail address for these inactive subscribers by opting in to a service that accepts ‘chronic non-responder’ e-mails and attempts to update the e-mails for you. Many companies are adopting this practice in order to keep their revenue up and their house e-mail databases up to date.
Evaluate the risk of continuing to send e-mails to non-responders
More than likely there is no problem in sending e-mails to inactive e-mail addresses. Usually these people have no interest in taking the time to even report you as a spammer. You do need to be careful, however, that your e-mails are not stuck in ISP ‘spam traps’. The ISPs have no idea that you are a legitimate company. The best thing to do is to review your e-mail database once a year and purge anyone that has not reacted to any of your recent attempts to interest them again in your company.
