By Pam Neely April 15, 2022
Are inactive subscribers weighing down your e mail advertising and marketing outcomes? See methods to revive your record with re-engagement emails.
Re-engagement emails are one of many best-kept secrets and techniques for protecting your e mail record engagement charges excessive.
On this publish, we’ll present you:
- Why re-engagement e mail campaigns are vital
- write efficient re-engagement emails
- 10 nice re-engagement e mail examples
However first, let’s speak about decay. Particularly, e mail record decay.
E mail record decay (aka “e mail tackle decay” or “e mail database decay”) is the % of e mail subscribers’ addresses which might be deserted or go inactive.
Checklist decay can occur for a lot of causes, like somebody leaving a job or creating a brand new e mail tackle and abandoning their outdated e mail tackle. Or unsubscribing from an e mail record.
The precise price of e mail record decay varies, however it’s estimated to be about 22% to 30% a 12 months. Because of this for those who don’t purge your record of inactive subscribers regularly, you’ll be sending lots of emails to addresses that aren’t actually lively. It will trigger your emails’ engagement charges to drop, which might in flip begin to suppress the outcomes out of your e mail advertising and marketing total.
Not good, proper?
So what to do? One of the best observe we advocate is to take away any subscribers that haven’t opened one in all your emails within the final six months. On the very least, if somebody hasn’t opened an e mail from you throughout the final 12 months, it’s time to say goodbye.
Some e mail entrepreneurs use an excellent tighter timeline. On this e mail from Advertising Brew, they point out that the recipient hasn’t opened an e mail in three weeks. Do remember the fact that Morning Brew sends emails every day, but when they’re this diligent, they in all probability have an exceptionally clear record.
For extra details about why and methods to clear your e mail record frequently, see our weblog publish, Why You Ought to Delete a Bunch of Your E mail Subscribers Proper Now.
reactivate inactive subscribers
In the event you simply thought, “Yikes – I don’t wish to lose all these subscribers!” we hear you, however actually, most of them had been “misplaced” already. Retaining these inactive e mail subscribers in your record is simply hurting your inbox placement charges. Nevertheless… for those who do wish to attempt to get a few of these inactive subscribers again earlier than you delete them, a re-engagement marketing campaign (also referred to as a “win-back e mail”) is your greatest wager.
How efficient are re-engagement emails?
So that you wish to maintain your record “clear,” however you additionally wish to retain as many lively subscribers as potential. Re-engagement campaigns are an effective way to perform each these objectives… however don’t anticipate each inactive subscriber to turn out to be lively once more.
Most e mail win-back campaigns have a hit price of 14% as much as 29% within the best-case state of affairs.
A number of e mail advertising and marketing research have discovered that sending a collection of emails could also be more practical than sending only a single e mail. A re-engagement sequence of three emails seems to be the candy spot.
So what else works for re-engaging subscribers? Actually, it is determined by your record and what your subscribers reply to. Each record is completely different. One latest examine discovered that a number of completely different ways will work, however nobody tactic considerably outperformed the others.
Whereas this implies there’s no magic bullet for what to place right into a win-back e mail, that desk ought to provide you with concepts for what you would embody. Listed here are a couple of concepts:
- In case your subscribers aren’t responding to what you’ve been sending, strive asking them what they wish to get from you.
- Coupons and reductions
- In the event you’re in ecommerce, the basic solution to win again inactive clients is to ship them a juicy low cost coupon. Think about making this a greenback off low cost quite than a % off low cost; one examine of win-back campaigns discovered that greenback off reductions activated extra subscribers.
- New services and products bulletins
- Bulletins are very best emails to ship out for those who haven’t mailed to your record in a couple of months.
- Free sources
- That is one other wonderful factor to ship for those who haven’t emailed your record in awhile. A high-value digital product, like an book or a course, will be an effective way to reveal that it’s value their time to be in your record.
- Buyer testimonials
- Use testimonials with different sorts of content material talked about above. For example, share a couple of buyer testimonials a few new service you have got.
write re-engagement emails
The objective of your re-engagement marketing campaign is to get individuals all in favour of your emails once more. So each ingredient within the e mail – the topic line, the content material, and the call-to-action – must assist that objective.
The Topic Line
For re-engagement e mail topic traces, we discover the very best ones particularly reference the objective: to win again your subscribers!
Right here is an instance of an e mail from Tomasz Borys at Kissmetrics:
You can too take a extra private strategy, like this e mail from Threadless:
Each topic traces work properly, however seize the reader’s consideration in numerous methods: A easy “We miss you!” lets the subscriber know that the sender appreciates their readership. It additionally feels extra conversational. On the flip aspect, “Do you continue to need updates from us?” is direct and inquisitive. It tells the subscriber that they care about their time and wish to make sure that they get one thing out of the connection.
I encourage you to assessment your previous emails to see what’s working on your particular viewers. Search for frequent themes like topic line size and tone – these are parts you’ll wish to attempt to replicate.
You can too strive utilizing personalization, like together with your subscribers’ first names within the topic line. It’s no secret that personalization helps you join together with your subscribers and stand out a little bit extra within the inbox. For instance, the e-mail from Threadless may have gone one step additional by saying, “We miss you, Sam!”
Since these particulars rely on what your viewers responds to, attempt to take a look at completely different variations and discover that candy spot.
The E mail Content material
Most re-engagement emails’ content material is brief – like two or three paragraphs. All it’s good to do is to make the aim of your e mail clear: “Do you continue to wish to get emails from us?” after which maybe clarify the worth of your emails.
Keep in mind: these are individuals who signed as much as obtain messages from you however in some unspecified time in the future stopped studying. They wished to listen to from you earlier than, so how will you get them re-interested in what it’s a must to say? Ask your self a couple of questions:
- What did my subscribers signal as much as obtain initially?
- Am I persevering with to ship them content material primarily based on their authentic expectations?
- Did I alter something in my e mail technique which may have induced them to cease partaking with my content material?
- What can I provide to pique their curiosity once more?
Upon getting these solutions in thoughts, it’s time to start out writing your e mail.
Right here’s an instance of a re-engagement e mail we despatched to our inactive weblog publication subscribers:
Its format could be very easy, and makes for a very good template for any re-engagement e mail:
- You haven’t opened any emails from us shortly
- We wish to be sure to’re nonetheless
- In the event you nonetheless wish to be subscribed…
- Click on this button to remain on the record
That’s it. That’s all it’s a must to say in a re-engagement e mail if you wish to maintain it easy.
It’s possible you’ll discover, although, that we added a piece in regards to the worth of our emails. It’s nonetheless quick – only one sentence and some bullet factors. The shorter your e mail is, the extra probably individuals are to learn it and click on the button.
In case your inactive subscribers haven’t learn your emails shortly, they could have additionally missed vital updates or merchandise you’ve launched. Getting them in control would possibly get them re-interested in your content material, so that you would possibly wish to add a brief bullet record of your “biggest hits,” whether or not these are merchandise, content material, or a promotion you’re operating.
Talking of promotions… providing an incentive like a white paper or coupon code may also aid you re-engage subscribers. In the event you hooked them onto your record with a chunk of content material prior to now, contemplate the way you would possibly have the ability to repeat that success throughout your re-engagement marketing campaign.
Try this instance from Paperworks, a stationary and premium paper supplier:
Providing a particular low cost is an effective way to get subscribers all in favour of your emails once more. Not solely are you giving your subscribers one thing in alternate for his or her time and a focus, however you would possibly even get one other sale out of it as properly.
That will help you study extra about why subscribers grew disinterested in your content material, asking them for particular suggestions may assist fill within the gaps.
Was there one thing you would have achieved higher for these subscribers? What made them cease partaking within the first place? In the event you make a subscriber really feel like their opinion is actually valued, they might wish to stick round. Plus, this offers you beneficial perception into their wants that you simply wouldn’t get anyplace else.
As you get suggestions and see frequent themes, you need to use that to implement sooner or later.
The entire level of your e mail is to immediate subscribers to take an motion, so make sure that your emails have a name to motion that’s daring and clear.
To extend the click-through price, restrict your self to 1 call-to-action. Too many CTAs will be overwhelming, reducing the probabilities that your subscribers will have interaction in any respect.
Whether or not you ask them to remain in your record, study extra a few services or products, or obtain an incentive, make sure that it’s straightforward for them to take action.
Try this e mail and CTA from Grammarly:
Whereas having one name to motion is the basic strategy, most of the re-engagement e mail examples we’ve seen currently do embody an unsubscribe hyperlink.
Like this e mail from a non-profit group:
And a few re-engagement emails even let subscribers select to get emails much less usually:
Re-engagement e mail sequences
All e mail lists are completely different, so what works greatest in a single scenario could not work so properly in one other. One message would possibly do the trick, however you would be more practical by sending two or three emails to heat individuals up and get them re-activated.
Since these subscribers are already much less engaged, purpose to maintain your marketing campaign quick. Ship an e mail, wait a couple of days and see who’s interacted together with your content material.
In the event that they’ve clicked by to your content material or said they wish to stay in your e mail record, then nice! They will keep in your record and proceed to get your superior emails.
Listed here are two re-engagement e mail examples that had been despatched a couple of days aside.
That is the primary one. Discover how quick it’s?
And right here’s the subsequent one, despatched two days later:
What in the event that they didn’t open the e-mail?
You’ve taken the time to craft your re-engagement emails, however some subscribers haven’t responded in any respect. In that case, it’s time to say goodbye.
And hey, that’s okay!
You’ve achieved what you’ll be able to to win them again, but when they don’t wish to obtain your emails, it’s higher to allow them to go. Not solely will they respect a cleaner inbox, however it’ll additionally assist increase your e mail deliverability – which can enhance your e mail advertising and marketing in the long term.
We all know that generally, it may be actually arduous to put in writing your emails. That’s why we created our What to Write in Your Emails information and course, full with 45+ e mail templates. It should prevent hours of labor each month.
How do you intend on operating a re-engagement marketing campaign of your personal? Go away a remark under to share your concepts. Or if you have already got an AWeber account, watch this video to see precisely methods to create and ship your personal re-engagement emails: