frrgewEmail marketing campaigns can appear an unnecessary waste of time for marketers when click-through rates and calls to action do not improve as subscribers do nothing but delete the messages. These email list members should not be left to their own devices; they need to be removed or reactivated. This article is going to look at a few ways of running subscriber reactivation projects in the hope that more value can be obtained from existing member lists.

The first place to start is by removing the long-term subscribers that have not been responding to any e-newsletters. It is a reasonable belief that subscribers should interact or at least make an effort to open any emails that they subscribed to. However, subscriptions lapse for a variety of reasons and so it is always sensible to run reactivation campaigns before streamlining these lists.

There are three main types of email campaigns that online marketing agency can use to establish engagement again with the ‘lost’ audience and these are the survey, the special deal/offer campaigns and the cut-off.

Using surveys, questionnaires or voting polls is a great way for giving lapsed subscribers the opportunity to express their opinion about the product or business message. Of course any feedback collected is valuable data that can be used for tweaking and developing the overall marketing strategy of the company. The idea that the viewer is being asked for their thoughts is one of the more successful ways of re-establishing engagement – by asking them for opinions about a future service or brand raises the possibilities of recapturing their attention.

The second route to implementing a reactivation drive is through using personalized offers. By taking into account and designing demographic specific specials a marketer can appeal to the customer on an individual level. For example if the business is close to the subscribers set up some kind of open day or event where prizes and games are offered with tickets offered in the email. If past behaviour shows that the customers’ interests are more cerebral then offer more information and brand/industry news as well as e-book downloads. By using a varied personal focus with the email it is far more likely that customers will once again engage with the company. It is all about generating excitement by offering different incentives related to the business or brand.

The third campaign to use with list member reactivation is the cut-off or subscription deletion email. This form of notification implies that due to a lack of activity or interest they will not be receiving any more offers or information. By clicking on a link they will be able to remain subscribed although this in or out choice for the list member is probably best reserved for a marketer’s last resort.

Looking at how ‘inactives’ can negatively affect open rates it is important for marketers to maintain these subscription lists regularly. By managing the reactivation of a percentage of lapsed list members it is then a lot easier to find and remove the truly inactive subscribers.

Email marketing is often considered to be the most effective element to drive sales and increase click though rate. So if you have full of inactive subscribers then it’s highly imperative that you filter out the potential candidate and contact them about new features and products of your offered service. But that shouldn’t be done via same ordinary method rather you should use a different email address to catch their attention. However, if this manual diversification fails to reactivate your subscriber’s list then you need to remove the inactive subscribers from your email list. Always remember to create an engaging email and keep your presentation short so that readers don’t lose their interest.


Robert Gombos

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