It’s a fact. A hard one to swallow but one you have to learn to live with as a marketer.
I’m talking about subscribers who stop engaging with your emails.
Loss of email engagement can be bad for business in more ways than one. The first is that disengaged subscribers can result in a loss of revenue. The other reason is that emails that go unopened reduce your sender reputation, resulting in higher chances of your emails being sent to the SPAM folder.
There are many reasons—some you may never know—why subscribers disengage.
Knowing those reasons will help you design a robust email marketing strategy that will have higher engagement rates. Let’s quickly run through some of the most common reasons subscribers disengage.
Before we look at how you can craft the perfect re-engagement campaign, it’s important to understand the reasons behind subscriber disengagement.
One reason your engagement rates may drop is due to some subscribers changing their email address. This could be a result of anything from moving on to a new job or closing the domain associated with their email address.
The digital age has empowered marketers with a superpower: data. With this superpower, marketers are able to speak to their subscribers on a more personal level. And your customers expect this personalization in the emails you send them.
Failure to do so may quickly disengage your audience.
When your subscribers signed up to your list, they did so with one expectation: receiving valuable content. Once you stop providing your subscribers with the value they expect, your engagement rates may decrease.
That’s why you'll want to invest time and money in creating content that resonates with your audience.
The average person is said to receive 121 emails a day. That means your subscribers choose which emails they will open in their crowded inbox. In order to make yours one of them, keep them engaged by not sending emails too frequently.
By treating your emails like a good TV series, your subscribers will eagerly await the next installment of your email series.
Sending too often, on the other hand, may lead to your emails quickly losing their novelty. And that is a great recipe for disengagement.
Having seen the most common reasons for subscriber disengagement, let’s look at how you can re-engage your subscribers by crafting irresistible re-engagement emails. After all, the success of your email marketing is dependent on an engaged audience.
Re-engagement emails are easier to personalize than your other emails. This is because you have a ton of data to work with.
The first step is to use your subscriber’s first name in the subject line. That should definitely pique their interest and lead to an open. But an open is only half the battle won as far as re-engaging your dormant subscriber is concerned.
The next step is to use their purchase history or behavior in the body of the email. This will show that you care about them as an individual and not just an email address you can exploit. People need to know that they mean something, and that’s what email personalization allows you to do.
Business emails don’t have to be boring. And that’s especially true for re-engagement emails.
When creating the copy of your email, make sure to keep it as interesting and captivating as possible. One great way to do that is to inject a bit of personality into your emails. Another great way is to make the email about your customer, not your product. Everyone loves being the center of attention, even in emails.
Another route to take is that of storytelling. Instead of blatantly calling your customer out for not engaging with your previous emails, use a story to draw them into your email and re-ignite their interest in your brand.
One thing to remember when crafting copy for your re-engagement emails is to keep it short and sweet. When re-engaging your subscribers, brevity is always best. Your email copy should be short enough to scan and get the gist of it all easily.
One of the greatest elements of re-engagement emails is “the ask.” Ask your dormant subscribers for the reason they have stopped opening your emails. Not only should you ask for the cause of their disengagement, but also offer to work it out to the best of your ability.
Understanding why one subscriber has stopped engaging with your emails can help you can tweak your email marketing strategy to prevent other subscribers from disengaging.
Sometimes subscribers stop opening your emails because they forget what’s in it for them. The cause for this is usually when you send too many promotional emails and less value-based ones.
Remind your subscriber, in as few words as possible, what they will benefit from opening your emails and engaging with your brand. Remember, the average office worker gets an average of 121 emails, they don’t have the time to look for what your email has to offer.
If there’s one thing that moves people to action, it’s the fear of missing something. Let your subscriber know what they are missing out by not engaging with your emails, and you’ll be closer to winning them back.
If an irresistible offer got your subscriber to sign up, then an offer they can’t refuse will definitely pique their interest.
In order to captivate your reader, make sure:
The offer is relevant
You highlight the offer in the subject line
Your offer is exclusive to them
Let your subscriber know you miss them and you’re extending a “peace offering” to bring them back on board. This will show the customer you value them and you are willing to lose out in order to win them back.
Most of them won’t be able to resist your offer and start engaging with your emails again. That’s if you let them know that there will be many more offers in future emails.
A point to note is that, in the long run, it’s not the offer that will keep your subscriber engaged forever. You’ll have to meet their content needs for them to be fully engaged.
Speaking of offers, it’s important that your subscriber know exactly how to engage with your email. This means crafting a call-to-action button that is prominent. Not only should the button (or link) be prominent, but the text itself should be so clear and concise.
This will eliminate any chances of confusion and increases the probability of more subscribers engaging with your email.
The offer, great an idea as it may be, may not work for all your disengaged subscribers. That’s why your email must also alert your subscriber that failure to take action will result in them being removed from your list. Put properly, and this may entice your subscriber to re-engage with your emails.
When it comes to re-engagement emails, a powerful image can make the difference between a dormant subscriber returning or completely unsubscribing.
Images, used properly, can tug at the emotions and influence your subscribers to respond to your email. Take the email below for example.
Image Source: Emma
Sending re-engagement emails is a critical part of your email marketing campaign. Not only because of the improvement to your engagement rates and an increase in your profits but because it’s easier and cheaper to retain a customer than to acquire a new one.
When writing re-engagement emails, consider these finer points:
Personalize the emails whenever possible.
Keep the copy short and sweet.
Ask why they disengaged.
Provide a high-value and relevant offer.