Keeping a clean email list is really important especially since email deliverability rates just seem to get lower and lower. One hallmark of a clean list is only emailing active subscribers – those who keep opening and clicking on your emails. But what about those who haven’t done those things in a while? Before you delete them from your list completely, run a re-engagement campaign using one (or more) of these six messaging options:
- Using your most popular “in case you missed it” content
- Asking for their topic preferences
- Asking for their frequency preferences
- Appealing to the personal relationship
- Explaining your list housekeeping
- Offering social media instead of email
Messaging Options for Re-Engagement Campaigns
Use Your Most Popular Content
In this type of re-engagement email, you remind them of all the good stuff they are missing by not opening your emails. Your best content is popular for a reason – it resonates with your audience. Find your top articles, blog posts, and videos and share those in the email.
You could say something like:
It’s been a while so we just wanted to check in.
We know you have a lot going on, but here are some helpful posts from our blog [Or wherever] that might help you:
[Include 3 or 4 links to your best stuff]
Looking for something else?
Please let us know what YOU want to learn about, and we’ll do our best to tackle it or we can point you in the right direction of another expert who can help you.
By including this last question, you can hopefully start a meaningful exchange with your reader that will get them back even if your best current content did not.
Ask for Their Topic Preferences
For these re-engagement emails, you need to be able to segment your list in multiple ways. Can you list the different types of emails you send and segment your email list based on what they want? If not, then this isn’t for you.
The idea is to let them only receive those emails they are most interested in. For example, you could ask them if they want to know more about:
- Advocacy actions
- Donation options
- Volunteer opportunities
- Certain programs
If they only want to donate, then you wouldn’t sent them the other emails. If they are clients interested in just one of your programs, you wouldn’t email them about the other services you offer.
Ask for Their Frequency Preferences
Similar to the topic preferences, in this re-engagement email, you ask them how often they want to receive email from you. Again you have to be able to segment your list based on what they want.
So ask them if they want weekly emails from you or maybe just a monthly email with the highlights.
Appeal to the Personal Relationship
These types of re-engagement emails hint at the end of your personal relationship with the reader.
We hate goodbyes.
Are you still into us?
Is this the end?
Keep it light and cute. Pictures of sad puppies or kittens can help lighten the mood. Do not get passive aggressive or try to guilt trip them into staying on your list though.
Explain Your List Housekeeping
Just straight up tell them what you are doing and WHY you are doing it.
Just checking in…
We are doing some email housekeeping and it doesn’t look like you are opening or reading our emails very often.
If you aren’t interested in our content anymore, we can remove you from our list. No hard feelings!
Just let us know…
Do you want to keep receiving our emails?
Offer Social Media Instead of Email
This should be your last option if the above re-engagement emails don’t work. In this case, you send one last email letting them know you removed them from your email list and how they can reach you on your various social media channels.
BONUS: Give Them Something
This is used quite frequently by retail businesses – offer a discount or some type of gift. Is there anything you can offer to get them re-engaged with your work like discount tickets. sticker or a tour?
Even with clever re-engagement campaigns, you won’t win back everyone. AND THAT’S OK! You don’t want people on your list who don’t want to be there. The goal is a clean, engaged email list not the most subscribers!
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