Accumulating a large subscriber list is essential but not sufficient for a successful email marketing campaign. Inactive users on your email list can potentially dilute a larger number of sends by limiting the open rate to just a small fraction of your messages. While continually refining your actual email sends, further cultivating a subscriber list to encourage active usage is crucially important.
There are specific strategies you can follow by segmenting your list for prospects who are inactive or may be at risk for inactivity. Inactive users can often become active again with the right messaging strategies tailored to their interests. It’s important to continuously remove hard bounce users from your lists so you can avoid spam filters – many companies use today from sends to out-dated addresses to inform spam filters. Instead, you should focus your email reactivation campaign on live addresses from users who remain subscribed, active recipients who don’t open or engage with your messages:
Understand User Interests with Customized Surveys
As a first step, you’ll want to understand why your users aren’t fully engaged with your sends. This requires careful design of analytics and surveys to measure consumer response. Chances are each incremental email is opened by a portion of your inactive users – you can implement surveys in order to learn more about whey they might have become inactive. By learning more deeply about user behavior in this context you can further segment users into custom lists to engage them with different types of content.
Setup special offers to encourage activity
One particularly effective way to reengage users is through special offers exclusive to those users. By offering discounts and promotions to those users, you increase the likelihood they will response to these types of messages. Encouraging users to benefit from exclusive savings which are clearly communicated through headlines and prominent body copy can be a great way to further enhance activity.
Test different timing and messaging strategies
Often, the reasons for a user’s inactivity may be due to timing cycles. User inboxes are often full at certain times of day or days of week – you can test sending out emails at different intervals to see if this may improve open or response rates from your sends. Tailoring your messages with customized offers and calls to action based upon their interests can further improve the chances they’ll respond. Identifying a more effective timing pattern can further improve the results of your messaging strategy.
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