Many people often wonder about content that needs to be sent to inactive contacts. This is as important as sending emails to your active contacts. However, you never know whether an inactive contact would decide to move out from your list or stay for a longer time. So, you definitely need to be careful in handling these situations. Don't worry, we're here to help.
1. Personalize the email
You don't have much time to convince your inactive contacts. So, make sure you give a proper subject line
to your emails by personalizing them. This makes them open your email and give it a read.
i. Tim, are you leaving us?
ii. Jane, we're ready with your chocolate ice-cream.
Along with a subject line always have a pre-header that reads something like:
i. We want you back
ii. You have a comforting choice always
2. Get their feedback
Your email content should be crafted in such a way that you give importance to their choices. This could be done with the help of attaching a poll
or survey to your emails. You could check with them on what type of content (we never know if it's the content that made them inactive) they would want to receive from you. You could also let them provide their feedback
on what to improve. This helps them realize that you value their suggestions. Even if they decide to leave, you could retrospect your email strategies, if required. This definitely helps you in the longer run.
Bonus point: Incentives, like offers and discounts, are the best options that can follow survey or feedback campaigns. A survey or feedback will tell you which contacts aren't inactive but dormant due to sporadic engagement. Offers and discounts often help them find interest in the product and services that they had once subscribed for.
3. Make it easy to leave
Though you're sending emails to inactive contacts to win them back, you should value their decision in case they want to say goodbye to your brand. So, make sure you provide an unsubscribe
button in your emails and keep them evident.
What else would you add in your emails to inactive contacts? We'd also like to know the topics that you'd want us to write about in our upcoming tip of the week series. We'll be happy to craft content accordingly. Let us know in the comments below :)