We’ve talked about the importance of asking your contacts to opt-in to receive your emails. However, even with permission-based email lists, 60 percent of your email subscribers on average will be inactive. In fact, research shows that marketers lose 25 percent of their email contacts each year due to attrition.
How can you make an impact with email marketing if your contacts aren’t interested in hearing what you have to say?
Here are several tactics for re-engaging your email subscribers to help curb this disturbing trend and generate results for your business:
1. Ask email subscribers to update their preferences.
If it’s been a while since you’ve asked your email contacts to opt-in, it’s worth asking again. Ask a simple stand-out question to ask your email subscribers to opt-in again. Include a prominent CTA button in your email to make it easy for subscribers to give you their preferences.
2. Showcase new features.
Entice your email subscribers to re-engage with your brand by tempting them with new features and product offerings. Do you have a mobile app for your business? If so, include a CTA in your email to encourage subscribers to download the latest version of your app.
3. Tell subscribers what they’re missing.
Send a re-engagement email to inactive subscribers that provides an overview of what they may be missing from not reading your emails, such as new products or exciting news. Also, remind email subscribers of your value proposition by prominently displaying it in your email.
4. Inform inactive email subscribers that you’re sending your last email.
Before cutting inactive subscribers from your list, give them another chance to re-engage with your brand by sending them one last email. Tell inactive subscribers that this will be your last email to them unless they click the CTA button to stay subscribed.
As you begin the task of cleaning up your email contact list for 2018, use these four tactics to re-engage inactive email subscribers to get better results from your email marketing efforts in the new year.