Bouncing Back: Re-Engaging Inactive
Subscribers With Email
Email is a powerful tool for growing and sustaining your audience. But, it’s important
to remember that the quality of your list is just as crucial as its quantity. Having an
inactive list not only distorts your metrics and leads to ineffective campaigns, but it
can also negatively impact deliverability and even cause your emails to be marked
as spam. It’s important to have a well-executed plan in place for identifying inactive
subscribers, creating a smart re-engagement sequence, and ultimately deciding
when it’s time to let them go.
A good re-engagement campaign will give your inactive subscribers a reason to stay
with you. This could be as simple as letting them know that you have some exciting
news they should hear about, such as a new product line or special event. It could be
as complex as a special offer for inactive subscribers only, like free shipping or a
discount on their next purchase. Either way, the key is to make them feel valued for
their continued interest in your brand.
Another great tactic is simply asking them if they want to keep receiving emails
from you. This approach, as illustrated by Boulevard Brewing Co., is effective
because it’s both straightforward and honest. It also demonstrates that your brand
values transparency and the consent of your subscribers.
This re-engagement email by Urban Outfitters is a clever spin on the classic “do you
still love me” note. By putting a fun spin on this grade-school classic, they show that
you can be both honest and creative when it comes to engaging your quiet
subscribers.
As a final tactic, consider using the first email in your re-engagement sequence as a
chance to clear up any confusion about how to proceed. This may be an opportunity
to let them know that they’ll receive a different type of communication from your
brand going forward based on their preference (e.g., a newsletter, more in-depth
updates, or exclusive deals).
After you’ve given your inactive subscribers a chance to re-engage with you, it’s
time to consider if they are really ready for you to let them go. If they’ve been quiet
for too long and haven’t opened an email from you in over 90 days, it’s likely time to
remove them from your list entirely.
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I’m DIno Drummer, a former dentist turned digital marketer from Tucson, AZ. After more than 25 years in dentistry, I found myself burned out and searching for something new—something that gave me freedom, purpose, and the chance to help others. Today, I guide everyday people through the world of digital marketing, helping them use smarter tools and software to build businesses, reclaim their time, and create lives they love.
Dino Drummer
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