1-19-22

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How to Win Back Your Subscribers 

How many unread emails do you have in your inbox right now? A recent consumer survey found that 20% of folks had over 1k unread emails. Wow. That’s a jam-packed inbox. Given how many emails we receive a day, it’s not a major surprise that so many emails go unread. When it comes to email marketing, unread emails are the equivalent of inactive customers. And, inactive customers can affect your deliverability, so it’s something we need to address.Here are a few ways to think about reactivating your email subscribers:

• Ask subscribers why they stopped reading: If someone has stopped reading your emails, the easiest way to find out why is by asking them. A survey is a good place to start. Pro tip - make it as personal as possible by using their name. Also, include a sign-off or signature from a real person (not the brand name).

• Refocus on your target audience to increase relevancy: The content you are sending out must address the needs of the consumers you want to reach. Using one email newsletter to speak to multiple demographics with different needs just leaves everyone disappointed. Part of refocusing on your audience might involve letting some subscribers go. It’s never fun, but it’s necessary.

• Segment lists for less frequent readers: Some folks might want to hear from you, but only once or twice a month. Simply, create a list of those subscribers and send at a lesser frequency. 

• Double down on quality content: Providing quality content means understanding your readers and what they want, then following through with answers they can’t find elsewhere. Use the customer pain points and questions identified in your survey as prompts for future email topics. Don’t make your emails too sales-y. 

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Today's Challenge

Spend some time looking at your subscriber list. What’s working? What’s not?Come up with a reactivation plan and use this resource from Campaign Monitor as your guide.

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