5. Inactive Subscribers Anyone who has not opened, clicked or purchased from you in the past 6, 12, 18 months. You decide what you consider an inactive subscriber. Reasons for inactivity: Disinterest, email fatigue Poor subject lines Dormant e-mail addresses
6. Care About Re-Engagement Keeping inactive subscribers on your list can: Have a negative effect on your deliverability rate and reputation with ISP’s. Take up space on your subscriber list. Skew your reports.
7. 3 Easy Steps to Re-Engage Your Members Segment Communicate Remove
Thank you Lori!Good afternoon everyone. Today’s presentation will provide you with an overview on how to re-engage your subscribers through an easy three step process. I will first define what we mean by inactive subscriber, why it should be important to you, steps to re-engage and what we all fear, actually saying goodbye to them, removing them from our lists. And to wrap it up, the final steps you need to take to ensure those that were inactive don’t become that way again. Alrighty, lets get started.
An inactive subscriber is defined by your parameters. For this presentation, I am referring to those who have not opened a single email from you in 12 months. This way you know for sure that they are a true inactive subscriber and not a fairweather one. So why do people stop being an active subscriber? An easy answer is disinterest. Whether they are tired from seeing the same messages from you or the subject lines are not intriguing anymore, they just don’t want to open up your emails. If you don’t change up your subject line throughout your campaign, your recipients will know before them even open the email, what it is, lets say a course promotion, and if they have made up their mind not to go, they will just delete it without opening it. Another reason are dormant addresses. I know many of us have more than just our work and personal account. I myself have email accounts in yahoo, gmail, hotmail and work. But only one besides work do I actually actively use. Many people use one of these email services to sign up for special deals and once they receive it, they don’t go back to using the account. You want to make sure these are identified and removed.So why should you care about re-engaging your subscribers?
So, is bigger always better? In the case of an email list, it may not be. I know it looks good when looking for sponsors and advertisers, to tout your reach, but if 20% of those individuals are not taking any action, it will just bring your stats down, such as your open and click through rates. You want to have a list that you can feel confident are truly interested in what you have to say and in turn, will be interested in the advertisements you place in the message. Also, you buy an e-mail block, that you use throughout the year, why are you wasting this space with individuals who don’t engage with you. You could use it for future emails, surveys to get to know your members better.One very important reason why you should implement a re-engagement campaign is to ensure your deliverability rate stays high.Many email service providers such as Yahoo, GMAIL, and Hotmail, are going in the direction of an ultra managed inbox. This concept is not new but it will become automated and heavily marketed to users. Users will sort their mail by type, such as sale offers or by activity, such as banking, read later. In addition, how engaged the subscriber is with an email, will determine if it stays on the top of the inbox list or not. By having email automatically sorted by type or sender, as well as how often they open up from that sender, if you don’t engage your subscribers then your email will not be ranked as high as others and will be moved into a folder or pushed to the bottom of the list, never to be seen by the subscriber again.And yesterday Facebook announced a new managed messaging system which will include an e-mail address for facebook users. This messaging system will organize messages by the sender, in a thread, instead of by date, which is how current email providers do. If this popularity takes off, then marketers like yourselves, will need to really choose the “from” address carefully to make sure your email stands out from the rest in an already overflowing inbox.Later on I will review some tips on how to ensure your recipients are being engage and preventing your email from being sorted into a folder to never be seen again.
Ok, so now is the time to start this campaign. There are three easy steps to take over the course of a few weeks to ensure you have the best list you can have. Lets get started with segmenting.
Don’t miss out on making a first impression, send welcome emails in real time, triggered. Open rates are 4x higher and 5x higher for click throughs in welcome e-mails. In addition, if this e-mail provides an offer/discount provided higher click-throughs.If you can get them engaged from the beginning, then you can create that base for a positive relationship. The 2010 Membership Marketing Benchmarking Report from Marketing General, found that the number one communication method to help engage new members was through a welcome e-mail.Subject lines is the number one reason people open up an e-mail, then the content. Don’t over look this. Learn who your members are, leverage your data. Use this to personalize subject lines and content that is relatable and interested to them. Reduce filler copy.
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