If you have their consent to email them, would you disregard a potential customer? Obviously not! The disengaged subscribers, who usually make up more than half of all email lists, should be ignored. Start by taking a serious look at your email response rates. It's time to stop focusing ONLY on aggressive acquisition and pay more attention to nurturing and re-engaging subscribers. Congrats if they're fantastic. If not, consider this crucial question:
Why do so many receivers ignore my emails altogether?
Another crucial question is: Why do people read your communications on a regular basis? It's time to find out whether you can't rise above a poor ratio.
Hello, Mr. or Mrs. Disengaged?
You can construct target groups for Re-engagement Campaigns if you can figure
out who is ignoring your newsletters. Let's examine some common profiles:
• Ex-openers, who previously interacted with your emails but at some point just
stopped being interested in your material.
• Random openings, which you can never manage to crack. Are they specifically
looking for something? Or perhaps they don't respond to your emails the way
they want to?
• Absentees - these people have email addresses on your list but aren't
present. Never once have they even bothered to open an email (well, besides the
confirmation email). If they become the majority, then we have a problem,
Houston!
Why are you torturing me like this?
Please don't take it personally, but you must ask a question akin to this in order to establish the standards for your re-engagement campaign, such as:
Why do these folks not read my newsletters?
There could be several causes for this. The important thing to keep in mind is that subscribers are in charge and that the sender is always to blame for disengagement. Sorry.
Now, before we get started, we need to address a long-standing problem.
Continue to use plain text?
The format that generates the best response rates is not the issue, though. Planning your re-engagement strategy may prove challenging if you solely send plain-text emails. First and foremost, since opens in non-HTML-based messages cannot be tracked, clicks are the only viable measurement of "engagement."
This is undoubtedly a far more aggressive and skewed technique of tracking, and it might even cause you to believe that say, 85% of your list is inactive. That is a lot of chances lost!
Combining plain-text emails with at least one HTML newsletter a month is the best answer to this problem. You'll be able to identify people who are genuinely disengaged and make it easier to target them in subsequent reactivation campaigns. Plus, everyone enjoys occasionally viewing pretty images and vibrant typefaces. If you share these with your followers, you just might learn to love HTML.
Let's now examine the specific reasons why individuals are ignoring your offerings and messaging.
#1: It is more significant than email.
In their lifetimes, people experience many stages. For instance, planning a wedding, raising a family, purchasing a home, switching jobs, or starting a new pastime. Their needs and way of life alter once they go. It happens naturally. Why would customers who you serve and who require such goods and services be interested in hearing about it? This holds true for all marketing channels, including email, SMS messages, and snail mail.
How can this be fixed?
You are unable to. Just let go and accept the situation as it is. Unless you read Inception and make them want your emails again!
#2: The forgotten country
When
was the last time you inquired about the preferences of your subscribers? Do
they get the exact stuff they requested when they joined up? Do they have the
option to opt-over (change the communication channel) or opt-down (reduce the
frequency)? What matters most is how well your emails live up to their
expectations.
#3:
Tell them who is on the other end of the line.
Sometimes you just aren't remembered, let alone how important your emails were. Maybe you didn't introduce yourself properly. Or never brought up the reason they originally signed up. After all, mailbox owners are leery of interacting with strangers due to the prevalence of spam, spyware, and phishing efforts. Additionally, in email marketing, you only get one chance to make a solid first impression. File this under "unopened," then.
How can we fix this?
Review the names and addresses of the FROM fields you've been utilizing recently (years). How frequently do they alter? Is this information consistent in any way? Does the FROM name accurately reflect the name of your business or product, or do you continue to use the incorrect "newsletter" or "support"?
That is another difficulty 3rd party mailers frequently encounter. Having an ambiguous name will cause your mailbox to overflow. Therefore, be careful to present your name in a way that is simple to recognize. Make your FROM name and address a recurring feature of your email campaigns by using it to establish your brand.
You don't want to appear to be someone who has dozens of bogus IDs, after all.
#4: Remove the trash folder!
Deliverability concerns are frequently the root of low engagement, especially if you're using dedicated IP space or if your messages contain some problematic material. The equivalent of placing a billboard at the end of a dim, dead-end lane is ending up in the rubbish folder. not exposed. This translates into an extremely low open rate and CTRs (click-through rates) that are difficult to even assess in email marketing.
How can we fix this?
Boost the reputation of your domain and send IPs. Check them against any blacklists, and collaborate with your deliverability specialists to raise SenderScore and IPRs (inbox placement rates). Eliminating "zombie addresses" ought to make your problems less frequent.
These pointers can get you started in your search for disengaged subscribers. Consider the possibility that they may be watching for the arrival of a relevant newsletter or offer while holding their credit card.
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