With the exponential growth of social media platforms and the rise of instant messaging apps, one might be forgiven for thinking that email marketing has lost its luster. However, according to HubSpot, 93% of B2B marketers still use email to distribute content. Despite that impressive statistic, the hard truth remains that not all your email subscribers will engage with your content. This is where the art of re-engagement comes into play. Winning back inactive subscribers and boosting your email engagement rates is not only possible but monumental for the success of your email marketing strategy.
As a marketer, your focus should not only be on gaining new subscribers but rejuvenating your relationship with existing ones who have turned inactive. These idle subscribers have shown interest in your brand once and are more likely to engage again, compared to entirely new contacts. A compelling re-engagement strategy is critical in reminding them of your brand’s value, helping boost your overall engagement rates.
The first step towards re-engagement is identifying who these inactive subscribers are. Generally, an inactive subscriber is someone who has not opened or clicked on your emails for an extended period. This duration could be six months or a year, depending on your business model and audience engagement habits. Leveraging analytics to understand subscriber behavior is crucial for this stage.
Once you have identified your inactive subscribers, it's time to craft those impactful emails. The key to a successful re-engagement email is to remind subscribers of the value they initially saw in your brand and give them a reason to interact again. Consider the following elements when crafting such emails:
Remember, everyone wants to feel special. Personalized emails have been shown to increase transaction rates by 600%. Use the data you have on-hand to personalize your re-engagement emails to increase their effectiveness.
The subject line is the first thing your subscribers see. Make it count. It should be compelling, concise, and make the subscriber want to open the email. Try to create a sense of urgency or curiosity.
Remember, re-engagement is all about reminding subscribers why they subscribed in the first place. Send high-quality content that meets their needs and interests. This could be exclusive offers, helpful tips, or industry insights.
After sending out your re-engagement emails, it’s time to measure their impact. Tracking metrics like open rates, click-through rates, and conversion rates will give you an idea of how effective your campaign is. There might be a need for tweaking your approach based on these results. Remember, re-engagement is a continuous process, it doesn’t stop with just one campaign.
The art of re-engagement is a critical aspect of email marketing that can not be ignored. It’s about rekindling relationships with inactive subscribers, reminding them of your brand’s value, and boosting engagement rates. However, it requires a strategic approach, involving identifying inactive subscribers, crafting impactful emails, and tracking the success of your campaigns. But, when executed effectively, the reward is a revitalized email list and a boost in your overall marketing strategy.
