When a company is looking for a marketing strategy with a great ROI, inevitably email marketing gets named. This tried and true method offers a great return and it doesn’t always require a large financial investment.
Because email marketing is still a wise choice, companies invest time and money into creating great email campaigns. But what happens when subscribers stop engaging with the company? How do you go about re-engaging email subscribers?
In today’s post we look at different techniques you can try today to start re-engaging email subscribers.
Why Do Subscribers Stop Engaging?
Before you start trying different techniques for re-engaging email subscribers, you need to go back to the beginning and examine why they left in the first place. You can add lots of bells and whistles to your emails, but if you aren’t addressing the real issues then you are just wasting your time.
If you aren’t addressing the real issues of email subscriber disengagement, then you are just wasting your time. Click To Tweet
Connectio outlines some common reasons why disengagement occurs.
• Email frequency is too high
• Email content is irrelevant
• Instead of providing useful information, each email is a sales pitch
• The same message is sent repeatedly
• The subscriber’s needs have changed, and they no longer need your help
• Email addresses are out-of-date
It’s important to review your current marketing practices and re-evaluate your messaging. Put yourself into the recipient’s shoes and consider how you would respond to your current emails. If you are guilty of doing any of the above (with the exception of the last two), then it’s time to rework your messaging.
Re-engaging the Disengaged
Now that areas of improvement have been identified, it’s time to start work on re-engaging email subscribers. Here are some tips to help you get started.
There is no one-size-fits-all subscriber list. Sure, all your subscribers share the characteristic that they are interested in your website. That’s how they ended up on your subscription list. But that’s where you should draw the line at making generalities about your subscriber list as a whole.
Email segmentation allows you to break up your list of current subscribers and assign them to smaller sub-groups. These sub-groups are created based on the unique needs, expectations and preferences of the individuals in the group.
By segmenting your subscriber list, you can better tailor the messaging, so it becomes more relevant to the recipient. By becoming relevant again, you are re-engaging email subscribers.
You Had Me At “Hello”
First impressions count when it comes to email marketing. With so many elements competing for someone’s attention, you need to make an impression and get noticed. In order to do this and succeed at re-engaging email subscribers you need a great subject line.
If your subscriber receives multitudes of emails on any given day, chances are they don’t have time to read them all. Therefore, the recipient starts sorting through and selecting emails that need their attention first.
You need to get your emails on that short-list.
Experiment with different subject lines and see what generates the most attention. The key is to get noticed because catching the reader’s attention is half the battle in re-engaging email subscribers.
It’s All About Timing
Extensive research has been done on the topic of email send times. The ideal time to send emails is the subject of many articles and everyone has their own opinion.
What these articles often fail to mention, however, is that your subscriber list should not be treated all the same.
When you segment your list, you need to consider their sub-group characteristics. If one of your sub-groups consists of people that work 8am to 5pm, maybe send emails on weekend mornings when they have free time to check their personal inboxes. If a sub-group is made up of parents of young children, maybe send emails during common nap times when the parent has a moment to themselves.
By sending emails at times relevant to the recipients, you have a better chance of being at the top of their inbox when they check it. And just like search engine results pages, sometimes only the first few entries ever get looked at in an email inbox. If your emails get buried in an inbox, it’s likely that you will never get noticed.
Consider this scenario. You get home after a long day and check the mailbox. Sitting inside is a blue envelope. You are curious, so you turn it over and look to see who it is addressed to. In bold letters it says “To the Home Owner”. Your excitement drops as you see that it’s just another piece of generic ad mail and you throw it in the recycling without even opening it.
Now, consider the same scenario but instead of a generic “To the Home Owner” it says your name. Your curiosity is piqued as the message stands out (the blue envelope) and it’s personalized (it says your name). You want to learn more, so you open the envelope and read the message.
The same premise works for email messages. You need to stand out and then make the messaging personal. This is where email segmentation plays another big role. If your subscriber list is long, you are not able to send personal emails to each person. Instead, if you segment your list into groups with similar characteristics you can send emails with messaging tailored to those individuals.
By creating personalized content, you are demonstrating to the recipient that your emails are relevant and matter.
A lot of time and effort goes into acquiring email subscribers. If you have disengaged subscribers on your list, it is more efficient to re-engage these subscribers than to look for new ones.
By being cognizant of what you are sending subscribers and how often, it is possible to start re-engaging email subscribers and revitalize your email lists.
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