We know how frustrating it can be to spend time writing an email to list, only for it to garner little to no results. While there could be various factors causing this — including your subject line choice, call to action, email deliverability, etc. — sometimes your subscribers are simply disengaged. So what do you do when this is the case? We’re breaking down everything that you need to know about re-engaging your email subscribers.
How to Re-Engage Email Subscribers
Email marketing subscriber lists are sometimes referred to as either ‘clean’ or ‘dirty.’ Having a 100% clean list means that all of your subscribers are engaged and interact with your emails (through opens and clicks) on a regular basis. Having a 100% dirty list, on the other hand, would mean that no one opens or interacts with your emails because your subscribers are outdated, no longer interested in your content, or are spam. Most email lists will fall somewhere on the spectrum between ‘clean’ and ‘dirty,’ but if your email marketing subscriber list is more dirty than it is clean, it’s a good idea, then, if you’re wondering how to re-engage email subscribers, to consider a re-engagement campaign.
A re-engagement campaign is a series of emails that is either sent to an entire email marketing subscriber list or a segment of a list that is deemed ‘cold’ or ‘disengaged.’ The purpose of a re-engagement campaign is to ask subscribers whether or not they would still like to be receiving our emails. We remind them of the purpose of our email content, who our email content is for, and how our email content can help them. Then, we ask them to take an additional step if they would like to keep hearing from us, like clicking a link or button. This is important because most email platforms track opens by tracking whether or not the ‘images’ in an email load, so opens from subscribers who receive plain-text versions of your emails are not always counted.
After the re-engagement campaign is completed, to keep the list as ‘clean’ as possible, we remove the subscribers that did not open the emails or did not indicate that they would like to keep hearing from us. Keeping a clean list makes it easier to learn about your audience and what content they like, accurately track open and click rates, and means that you’re not paying for subscribers who are no longer opening or reading your emails.
Transforming Email Marketing Subscriber Lists
So how do you know if your email list is more dirty or clean? Below are signs of each to be on the lookout for.
Signs of a ‘dirty’ or disengaged list:
- Open rates consistently under 20%
- Click rates consistently under 1%
- Infrequent emails to list (less than one per month)
Signs of a ‘clean’ or engaged list:
- Open rates consistently at or over 25%
- Click rates consistently at or over 2%
- Regular emails to list (one per week or more)
The Bottom Line
While having a disengaged email list can be frustrating, it’s not the end of the world. By sending a re-engagement campaign to either your entire list or specifically to subscribers who are disengaged, you can remind subscribers why they joined your list in the first place and ensure that you’re not paying for subscribers who have gone cold. And if you’re frequently dealing with a large number of disengaged subscribers, contact us to see how the Logical team can help you with your email marketing.