Only you can know the actual numbers from your data, but on average, around 75 percent of an email marketer’s subscriber list is likely inactive. But fortunately for us in the email world, we have win-back campaigns that are specifically geared toward encouraging re-engagement from those subscribers that have seemingly lost interest.
At a high level, the obvious answer is “Those who have become inactive.” But your audience is something you really have to drill down into using all your available subscriber data. You need to determine what length of inactivity is appropriate to qualify someone to be targeted for a re-engagement campaign. Otherwise, the campaign just turns into a batch-and-blast.
Generally, your re-engagement campaigns are a series of emails as opposed to a one-off send. Typically you send your first message, then after a period of time send another to non-openers, then after a period time a final email. If at any point, someone clicked, make sure they’re set up to go a different route than the non-openers.
Your messages should be different than your normal emails and ideally offer an incentive of some sort. Why? Because your normal emails might be the reason subscribers are losing interest. Shaking things up a bit is likely to encourage them to open the email.
After you build out and test your initial series, hardly any at all minus tweaking here and there. Your win-back campaigns should be automated based on triggers you’ve set that define “inactivity” for your subscribers.
A couple of key indicators you can look at for measuring your re-engagement campaigns success are whether or not deliverability rates are up and if your subscriber activity increases.
Breaking up is hard to do, but you need to clean perpetually inactive subscribers from your database. They aren’t helping and are, in fact, hurting the deliverability of your messaging.
There are a few things you can do to reduce the chance of accumulating large amounts of inactive subscribers. Number one is checking your opt-ins and see if there’s a source that’s bringing in more inactive subscribers than usual. If one exists, it’s time to do some tweaking.
The other way is to make sure your email campaigns are as personalized as possible. Hyperpersonalization is achievable if you drill into all your available data, and your subscribers are more likely to click on messages that feel like they were meant just for them, as opposed to your typical batch-and-blast campaigns.
The best way, in our very humble opinion, is to let us help you. We have strategy and deliverability experts that are ready to take the lead on your email marketing and make sure your program is optimized and always sending amazing messages.
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