Tip of the week 71 - Re-engagement emails to win back your lost subscribers

Tip of the week 71 - Re-engagement emails to win back your lost subscribers

In a world that's running behind many things, it is quite challenging to get your contacts' attention to read your emails. And, when someone is doing so, it is your mere responsibility as an email marketer to deliver value. While a lot of your recipients may engage with your emails, there still are a few that leave your emails unopened for months and stay dormant. 

Yes, we are talking about the inactive contacts. You need not fret over this but at the same time not taking any steps about your inactive contacts might lead to you face the downsides of email marketing.

Having too many inactive contacts will build an unhygienic list and sending emails to such a cluttered list will increase your email's chance of being marked as spam. This will also increase your chances of unsubscribes. 
While the best practice here is to clear inactive contacts off your mailing list, keep in mind sending a re-engagement email before removing those contacts will help you win back a few. Here's how you prepare yourself before sending out your re-engagement emails.
  • Check the health of your mailing list once in every six months and segment your inactive contacts. Measure the overall performance of your past emails and learn where you lacked in your email. A few examples could be your email's subject line, relevance, content, etc.
  • If you are a seasonal marketer, the best way to find your inactive contacts out is by keeping a tab on the campaigns you have sent. Take your past six campaigns and segment those who have not engaged well. 
Now, your segment/list of inactive contacts is ready. What's next? Your content for re-engagement emails which is the most significant thing and this week's tip is all about your re-engagement campaign. Here is a tip that will help you prepare your re-engagement campaigns.

Hope this was helpful :) 

Swathika Mahalakshmi

    Zoho Marketing Automation
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