Here’s a hard truth about email marketing: even the most engaged and loyal subscribers can lose interest in your messages over time. New email subscribers love every message you send, but over time that interest fades. Before you know it, a formerly engaged subscriber barely blinks before deleting your emails. So what’s a marketer to do? Rekindling the relationship won’t be possible for every subscriber, but you can win some back with re-engagement campaigns. These campaigns are the perfect opportunity to show disengaged subscribers why they fell in love with your brand and wanted to receive your emails in the first place. Why Re-engage There are a few compelling reasons to implement email re-engagement campaigns. The one that probably most readily comes to mind is re-engaging inactive subscribers to increase your sales or conversions. You want that once loyal customer to start buying your product or services again, or that prospect to download another white paper or register for more webinars. However, there’s another great reason to engage inactive subscribers – inbox placement. Email providers, such as Gmail and Yahoo!, examine how their users interact with your emails and deliver your messages accordingly. With spam definitions being less content-focused than they once were, too many unengaged subscribers could put your message in danger of being flagged as spam. Who to Re-engage Depending on your industry, the length of your company’s average sales cycle, how often you send emails and a host of other factors, the definition of what constitutes an…
Read More: How to Re-engage Customers and Prospects with Email Marketing
