Building an email list, especially if you do it the RIGHT way, is expensive. But what happens when your hard-earned email subscribers stop engaging with your emails? If you leave them on your list and continue to email them, eventually your deliverability may suffer. If your domain reputation drops, you will have a harder time reaching ALL of your subscribers. But removing them doesn’t seem like a great option either, right? This is where an email recovery campaign comes into play. In this guide, you’ll learn the ins and outs of what makes a successful email reactivation campaign, as well as the exact steps you need to take to create your own.
Three ways to deal with inactive/passive subscribers Did you know that only 38% of people unsubscribe from emails they no longer care about? Most people just ignore spam emails, some delete them without opening them, and 8% of subscribers use the “report spam” button to forcibly unsubscribe. This presents a real problem for marketers. Having uninterested/unengaged subscribers on your list will over time erode your domain reputation and Australian Email Address make it harder for you to reach your entire list. When email subscribers stop engaging with emails, most marketers do one of three things: Do nothing, leave them on the list as usual. This is the easiest option and the worst .
As Your List Grows
So does the number of deadweight subscribers. Many Seventh Sense clients come to us after seeing their email rates drop from good, to average, to horrible. Usually, this is almost exclusively due to poor email list hygiene. Remove less active subscribers from your list Simply removing deadweight subscribers from your list at least limits damage to the graymail domain’s reputation, but it’s also less than ideal. You could be missing out on significant revenue and brand impressions. treat them differently The third option is to actively create a strategy to deal with these passive and inactive subscribers. This is where a revival campaign can come into play. But there are more options than sending a simple “we miss you” email and then weeding out those who don’t participate.
We will go into that more in the next section. What is a reactivation campaign and why should I run one? A reactivation campaign is an email campaign designed for inactive and sometimes passive subscribers. The goal is to get subscribers to open or, ideally, click on an email or one of a series of emails. A reactivation campaign is a last effort. Generally, subscribers that you cannot reactivate should eventually be removed from your list. Continuing to send emails to subscribers who are completely inactive puts you at risk of falling into the spam folder with new subscribers in the future. It’s extremely difficult to grow your email list if new emails from incoming subscribers are landing in the spam box, so it’s not worth the risk of keeping completely inactive subscribers.
Planning Your Reactivation
Campaign Step 1: define your goal I know… the goal is to reactivate subscribers, right? It is not so simple. Depending on the nature of your business, the health of your domain reputation, and the goals of your email program, success will look different. For example, is the purpose of your email program solely to generate revenue? Or are you also trying to build brand recognition? Are your emails primarily informational? Or do they have a clear call to action? What metrics will you use to determine if a contact is “reactivated”? Do your emails add value to subscribers who simply open? Or is the value only there if they click? If your subscribers only get value from your emails when they click a link to an article. Product, or blog post. You may want to push for subscribers to click a link to consider them reactivated.
