In this article, learn how to...
- Identify inactive email-list subscribers
- Re-engage them via a reactivation email campaign
- Reach out to them via social media
- Use offline connections when online contact fails
They may have opted in to a specific offer, then disengaged once they obtained the coupon, free content, or other benefit you promised. Or they joined your list while in the market for your product or service but soon afterward their needs were met and they never bothered to unsubscribe.
In email lingo, we call such list members "inactives." The reality is that unless inactive subscribers specifically tell you why they haven't responded, you really never know for sure. Is it because they...
- Are not the right fit for your product or service?
- Were once a fit but aren't anymore?
- Are no longer interested but haven't unsubscribed because they're "hanging in there," hoping for improved relevance?
- Became overwhelmed and disengaged with email as a communication channel?
- Are angry and upset because of a bad customer experience?
Any of those could be the reason.
You'll likely never really know on an individual basis, but it's safe to assume that at least some inactive subscribers would like to re-engage. They just need a good reason for doing so and, possibly, would like to do so in a channel other than email.
Because of that, here's my recommended four-step course of action for dealing with inactives.
1. Conduct a reactivation email campaign
Identify inactives on your list according to agreed-upon criteria (Never purchased? No clicks in 12 weeks? Zero opens in six months?), and segment them for a reactivation email campaign containing a special incentive if they opt in to your list again, confirm permission, or provide expanded information.
2. Connect via social media
Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.