As I’m sure you’re aware, there are so many reasons why it’s important for you to keep your email list active and engaged.
But, did you know that the average Internet marketing email list generates between $0.50 and $1.00 per person per month when its list of members are active and happy? And some markets generate much more money per subscriber than that.
This means that even a small list of 5,000 or 10,000 subscribers can turn into a substantial passive income, and when your list is happy, they refer you to others, and your list begins to grow on autopilot.
Today we’re going to talk about how you can re-engage a stale email list!
Why Do Subscribers Stop Engaging With Your Emails?
You might think that the individuals on your list break off your engagement because all they wanted in the first place was the freebie you enticed them with, and, in a lot of cases, this is true. But if the delivery of your free report, e-book, video or webinar is handled in an engaging way, you can keep that subscriber active. This engagement leads to them being very happy with the valuable information and products that you provide to them, you make more money, and more importantly, you solve the real problems in your list member’s life.
Did you know that a mistake on your part can lead to a lack of engagement?
For instance, on the thank you or download page where you are giving away your list building incentive, make sure you mention the following: “You should see an email in your inbox in the next couple of minutes with the free e-book you requested. If you do not, make sure to check your spam folder and change your email settings because I have some really great information and special offers headed your way that you do not want to miss.”
Honestly, there are times when a lack of engagement and interaction occurs because you haven’t sent an email in quite a while. If this is the case for you, shoot out an email to your list where you apologize for not keeping in touch. Be sure to mention your busy personal and work life, almost everyone can identify with that. Then get back on track delivering regular emails full of value and great offers.
Remember, no one is as attentive and alert as the first time they trade their email address for your free offering or product. That is a great time to send a second email that over delivers so much free information relevant to your market that this new subscriber simply cannot wait for a follow-up communication from you in their inbox.
It is vitally important to keep your list engaged so you can maximize your marketing efforts, earn more with less effort, and really help the people on your list.
How to Identify Inactive Subscribers
Now you understand how important it is to keep your list engaged and active. You know in order to make the most out of your marketing efforts, you must provide the people on your list great value and enjoyable interaction. But, are you wondering how you can identify “inactive” subscribers? This can depend on which email autoresponder service you are using, but there are a lot of similar signs to look for.
Email Opens and Clicks
All of the major autoresponder services, both free and paid, have excellent data monitoring software. This allows you to see how frequently list members click on the links you send them in your email, if they even open your mail, or respond in some other manner. By first identifying the date of subscription for an individual list member, you can then check the date of the last email that person read.
See just how many emails you sent in between those 2 dates, and you can see whether a lack of interaction is because you simply are not sending enough information frequently, or it is due to your subscriber not feeling engaged.
Another way to identify inactive subscribers on your list is by tagging an “inactive” member as someone who has not opened an email in the past 3 months. Use the filters provided by your particular autoresponder to create a new list that you title Re-Opt-In or Re-Engage. You can then send that list a brand-new email plainly asking them what you can do to help make them an active member of your list.
Responsiveness to New Freebies
It is also possible to identify “dead” subscribers by sending a free offer of incredible value. Let’s say you decide to compile an e-book which you are going to sell for $27. Before you begin selling it, offer it to your list for a limited time as a free download.
Make it clear that this is a $27 product that will not be free after a specified date. When that date arrives, use your autoresponder’s software to find out exactly which list members did not take you up on your offer. It is very likely that you have failed to engage a large number of your subscribers, and can remedy that by following a few proven steps we will talk about later.
Re-Engaging Vs. Deleting Subscribers
Once you have identified inactive subscribers on your list, what do you do with them? The easy answer is to delete them and forget all about them. But if you are marketing for the right reasons, to help people solve problems in their life that are relevant to your niche or field, you should’t just hit the delete button quite yet, some of those inactive subscribers really can benefit from what you have to offer.
When to Delete
If you use your autoresponder software as we mentioned above, and you notice several subscribers have not opened up a single email you sent in the past year, it is probably safe to delete them. This may have been a bad email address or “freebie seeking email address” that the person created just for the purpose of getting whatever free information you offered. That’s okay, because you don’t want that type of person on your list in the first place.
When to Engage
You do want to engage and help people who are in need of your assistance. If your particular autoresponder can identify people who unsubscribe from your list, you may want to think about approaching them with a re-engagement offer. In most cases, it is wise to simply start a re-engagement campaign with every inactive subscriber you have, anyway.
Trying to identify those people who do not belong on your list could result in you deleting subscribers who were inactive for viable reasons.
Around the holiday season every year, email open rates go down. This is because your list members are more concerned with spending time with friends and family, than opening your emails.
Relocation, job promotions and illnesses can also cause someone to take a temporary hiatus from checking your email.
The lesson here? It’s okay to delete list members who have not opened an email in an extended period of time, say a year. But in most other cases, when you use the tips we are going to explain next, you can re-engage many inactive and lethargic list members into those that are live participants, that look forward to every email you send
7 Ways to Re-Engage Inactive Subscribers
A Google search for “ways to re-engage dead email subscribers” turns up more than 1.53 million results. So there’s a lot of information out there about just how you should approach regaining the trust and interest of your formerly “live” list members.
It’s important to understand that it is more efficient and profitable to keep current subscribers active and happy than it is to chase down new prospects. But, exactly how do you go about winning back their attention?
There are several proven ways to rekindle the spark that originally caused a burning desire in your prospect’s mind to interact with you, and got them to join your email list in the first place. Let’s take a look at some proven ways to reengage inactive subscribers.
1. Send a “Baby come back!” love letter
The Temptations said it best, “I know you want to leave me, but I refuse to let you go.” That famous music lyric from the ’60s comes from a song titled “Ain’t Too Proud To Beg”. And sometimes a straightforward and honest request is all it takes to get formerly active email subscribers alive and participating. Make sure to accompany this love letter with a request for the type of information your prospect is looking for, and then be sure to deliver it.
2. Stop selling all the time
I know, I get it. You are an Internet marketer. Your list understands this as well. But, when you are simply touting some new product or service in … every … single … email … the appearance of your name in your prospect’s inbox almost guarantees lack of engagement. Offer value in 2 out of every 3, or 3 out of 4 emails. Just make sure you are giving away incredibly useful and actionable information relevant to your market. After 2 or 3 really great pieces of content where you attempt to sell nothing at all, your “dead” list subscribers will start to become active again, and look forward to your offer.
3. Survey, survey then survey some more
Everyone appreciates when you ask their opinion. So why not do exactly that? With a catchy email subject line like “I respect your opinion, so …” you instantly grab your list’s attention. Then offer them a free survey that will only take a couple of minutes of time. A lot of email list owners use surveys, but they use them ineffectively. After your reader has taken time out of their busy schedule to complete your survey, reward them with a valuable free download, tele-seminar, webinar or video.
4. Do not forget to include a call to action in every email
Remember earlier when we said you should never be selling in every email to your list? That is definitely true, but that does not mean you shouldn’t include a call to action. After revealing some powerful free information that is targeted specifically to your list, tell your subscriber just what to do. “For more information on this topic and a powerfully relevant secret I discovered, click here.” That is a great way to build engagement, and create traffic back to your website or blog.
5. Provide a once-a-week option
As an Internet marketer, regardless of your niche or field, you should be emailing several times each week. And if you follow the above tips and give away awesome free information most of the time and add a call to action in every email, your list will stay engaged for the most part. Even so, you only need to look at your own inbox to realize how many incoming messages the typical Netizen receives in a day.
So why not include a noticeable link in your email signature that provides the option of receiving just one weekly email? This is a great way to turn someone from an unsubscriber to an engaged prospect. And, here’s a secret tip to make them feel privileged when they choose this weekly option, simply tell them that if they feel they are receiving too many weekly emails, they can sign up to your “VIP Preferred Member Email List” and receive just one weekly mailing that includes a collection of special offers and information.
6. Ask your customers to help you help them
Approximately 40% to 60% of all email lists are built on bad information. You might be surprised at the amount of engagement you can create when you simply ask your customers and prospects to update their email information. This gives them a chance to sign up for social media updates or mobile notifications, change to a preferred email address and make other tweaks that help you reach and engage them better.
7. Stop writing and start speaking
Engagement happens when people speak to one another. And if you are following every rule of grammar when you write emails, you are not communicating like normal people speak. Use incomplete sentences. Use some speech to text software like Dragon Naturally Speaking when you compose your emails. And pretend you are talking to one individual instead of your entire list. When you have compiled an email, read it out loud to yourself. Make sure you are not using big words and market specific language, and just talk like you would to your friends. Engagement will go up, while unsubscribers and inactivity go down.
How to KEEP Your Subscribers Interested in the Long Term
As we mentioned earlier, sometimes it’s your fault that your email subscribers are not getting what they need. This leads to a lack of interest on their part, and a very unproductive subscriber list. Fortunately, there are a few simple tactics to keep your subscribers interested in the long-term.
We highlighted this earlier, but your prospect is never going to be more receptive to what you have to say than the instant they trade their email address for your freebie or offer. You can keep your subscribers attentively waiting for your every email by shooting out an immediate follow-up piece of content.
This important email should ask their opinion and tell them what you have to offer. It should also tease several pieces of content you will be providing over the next several weeks and months, and lay out a very specific email delivery system. This is very important.
One of the simplest ways to keep your subscribers engaged is tell them how many times a week you will be sending them information, and when it is coming.
You can also keep your list engaged and loyal over the long term by providing real value in your emails. Do not see every email as an attempt to profit, but rather as a way to solve one single problem in your prospect’s life. As we said earlier, engagement requires action. So include a call to action in every email, whether you’re selling or not.
Long-term email subscriber interaction and engagement is no different than your own personal relationships. You need to work at it. And sometimes that means deleting subscribers that have not opened an email or responded in a lengthy period of time.
This is just one way to segment your list, but long-term engagement can benefit by one other method as well.
Using your autoresponder software, you should segment your list into buyers and non-buyers. It is frustrating for someone on your list that purchased Product A to receive an email in 2 weeks that tries to sell them Product A again. This makes you look disorganized and unreliable, and their trust in you begins to waver.
Segment your list, send appropriate emails to each group, and consistently deliver great content. Do not sell in every single email, and survey your list members frequently. Take some time to craft catchy email subject lines, tell your new list members exactly what to expect and when to expect it, and you will find your open rates, engagement and sales increasing.
What are some other ways that you’ve re-engaged your stale email list?
Please share in the comments below!