Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
What are some tactics to use to reengage inactive subscribers on your email list?
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
5 Answers
Lauren,
I think the first thing that needs to happen before you pepper them with offers and incentives is to define what inactivity means. There are many categories of inactivity: lapsed engager, lapsed customer, dormant subscriber etc... Once you segment/tier your inactives out then the real work begins on how you message to them. Some of those streams can include.
1. Activation - to those that are newer to the list that have done nothing
2. Retention - once good customers that have done nothing within an XXX period of time
3. Re-engagement - People that have engaged in the past, but have not bought anything
The list can go on and on..but one of the traps that I see many companies fall into is to treat inactive customers the same and force offers on them. That might not be the best way to go in every case. In fact, it might backfire something horrible.
Andrew Kordek
Co-Founder, Trendline Interactive
A Email Marketing Agency
Twitter: @andrewkordek & @trendlinei
Email: andrew@trendlineinteractive.com
All of these are good tactics and I appreciate Mr. Kordek's cautious approach. As a matter of fact I'm going to advise similar and more caution. What neither commentator so far has mentioned are the technical pitfalls involved in attempting to re-engage inactive users.
Andrew is right, set your framework of active vs. inactive.
Once you've done that, separate the actives from inactive segments and DO NOT use your product active IPs to deliver this content. Aggressively mailing inactive users and pumping out offers with machine gun rapidity or bazooka like impact is bound to have as much lash back as it does actual uptake and conversion. The separation of these campaigns at the tehcnical level, IP, potentially domain, is necessary to protect your ability to continue to communicate with your active subscribers and customers.
Re-activation campaigns should go out slow. There's no reason to dump a giant segment into your email engine and start pumping out offers. The fact that these users are inactive negates the burning need to activate them so take it slow.
Set realistic expectations of what a viable conversion rate. If you're thinking your brilliant content and offer will reactive 50% of your inactive customers, think again. Monitor your deliverability very closely and ease off the gas if problems arise. Your inactive segments most likely have dead/defunct email addresses, spam traps and other unforeseen dangers.
Re-engagement is important, but it should be done with a modicum of trepidation and good forethought and planning. The last think you want to do is impact your ongoing active channels.
I like all the answers from the perspective of understanding the definition of "inactive" and then moving forward cautiously.
Here's the key - it is email marketing, not email selling. It is not about offers and incentives, it is about value. It is about sending something that your list wants to read about. It is about engagement!
Email marketing is a great way to stay top-of-mind with relevant, useful, and valuable information as the majority of your message. Then, perhaps a subtle call to action.
The people on your list - yes, I said people, not customers, prospects, or any other label - have already expressed an interest in you, your service, or your product because legal email marketing is "permission based" otherwise know as "opt-in." Your emails should reward that, not bombard it!
Come on folks … the answer is right there on your desk or in your pocket or purse. Your phone.
Do what Andrew suggests and then call your contacts and re-engage live! Find out what’s been going on, what’s going on presently, and what’s coming up. Then ask if they want to refresh their communications with you via relevant and timely e-mail content. Do what they tell you and stay in touch via their preferred mix of media.
E-mail is only one horse. Ride the entire stable!
To re-engage e-commerce buyers:
1. Send them an aggressive offer for something they've purchased from you before.
2. Send them customer reviews for items in the product category they've purchased before
3. Send them news of new products or new mark-downs in the product category they've purchased before
To re-engage in non-ecommerce situation:
1. Send them an offer for your new white paper or special report
2. Send them a case study that illustrates how your solution solved a client problem, or what a particular customer achieved with your solution, or an interesting way a customer used your solution
3. Send them a study on their particular industry
Re-engage with "tell me something I didn't know" information, unique customer stories, studies they can't get elsewhere, or information tailored to what you know about the prospect or customer.
Answer This Question