Contextual emails play an important role in engaging subscribers. By sending relevant emails at the opportune moment, you can immediately get someone’s attention.
Re-engaging subscribers is one of the most difficult things to accomplish within the context of email marketing. Once you’ve lost a subscriber’s engagement, there’s a good chance that you won’t get it back.
Sending contextual emails is your best bet at re-engaging subscribers. First, you need to identify the active email accounts within your subscriber list that no longer open your emails. Then, you can create a separate list and choose one of the re-engagement strategies.
A recent Business 2 Community article lists a few ways you can re-engage subscribers, including sending surveys and incentives:
- Email preference updates: These emails ask contacts whether they’d like to receive emails less frequently or customize their content preferences to ensure more relevant content.
- Feedback surveys: These can be classic “how are we doing” surveys or more nuanced questionnaires designed to reveal why contacts have gone dormant.
- Incentives to engage: Offer a freebie or discount based on each contact’s past buying history.
You might have already seen these types of emails in your inbox. If so, it’s probably an indication that you’ve stopped opening that organization’s emails. This is their way of trying to bring you back as an active subscriber.
Consider which of these emails were effective in re-engaging you. If an incentive email worked, then did it engage you in the long-term, or was it just one final act? Recall whether you’ve received such emails that appeal to you emotionally. These are another type of re-engagement email that almost guarantee an unsubscription.
It’s good to re-engage inactive subscribers from time-to-time as opposed to always recruiting new ones. Don’t worry if it causes some users to opt-out of your campaign; they were probably going to do that anyway. It’s still a net gain if you re-engage just a few subscribers.
To talk more about re-engaging subscribers, or anything else, contact us today.