Keeping a conversation with the subscribers and the more interactions you get from them is better for an efficient email marketing campaign. But what can you do when it seems like your subscribers seem to have lost interest, they are no longer active and they don’t open your newsletters? You need to find some solutions to reactive them.
A good reactivation starts with the segmenting process. You should create separate segments for those that never answered your messages, those who did answer before, but know they don’t anymore or the ones that answered very few times. Maybe the subscribers that answered before found your newsletters interesting, but they don’t anymore, and the ones that answered once subscribed just for one time specific offer. According to these segments, these subscribers can be approached differently for a reactivation.
- A special offer or discount – this tactic has many chances to succeed but on the long term can be harmful if you reactivate your subscribers with offers and you can’t find anything else interesting for them.
- Change the frequency - it’s possible that the interest of your subscribers to have fallen because of the frequency of the emails. You can reduce the frequency and make a selection of the information you send based on relevance. You can also offer the possibility for your subscribers to set how often they want to get an email from you.
- A survey – give your subscribers the chance to express their preferences. This way you get new information that will help you to develop new campaigns and also you get to show them you care about their opinions.
- Ask for a confirmation - some inactive subscribers may have lost interest on your emails for reasons that have nothing to do with what you are sending. Maybe they were interested in the information at the moment they subscribed and they aren’t anymore. You can ask for a confirmation of their wish to be subscribed to your newsletter. This can be a good way to clean your list.