Even the best email marketing campaign has inactive
subscribers, or people who have opted in to receive your emails but who do not
respond to them. While it might not indicate a poor campaign, it’s important to
find ways to reach this group of subscribers. After all, they chose to receive
your emails so it doesn’t mean they’re not interested in your products or
services. So how do you get them to engage with your emails? Here are three
tips that will help you revive inactive email subscribers and grow your business.
Send
out a Questionnaire
When was the last time you asked your customers a few
questions? While inactive subscribers might still be interested in your brand,
you might not be tapping into their specific interests. Or, their interests
might have changed over time, so it’s important to constantly learn about them
and reevaluate your campaigns accordingly. An easy way to find out what they’re
interested in is to ask them. Find out what they want to know more about and
tailor your messages to meet their needs.
Incorporate
Creative and A/B Split Testing
If you’ve been sending a single version of your email
message to all of your subscribers, it’s time to rethink your campaign. We
recommend creating multiple variations of the same message and testing them out
to see which one performs the best. You can test different subject lines,
message lengths, and calls to action. You never know if an inactive subscriber
might respond to a slightly different subject line or a shorter email message.
When you track the data, you can regularly update your campaign and might
possibly reach your inactive subscribers.
Create
a Loyalty Program
Do you have a loyalty program? If not, it might be time to
create one and use it to bring back your inactive subscribers. Some customers
want to feel as though they’re getting inside information. Another way you can
engage inactive subscribers is to invite them to the next level through a
loyalty program. If they join the program, they will be a part of a select
group that receives special discounts, quality content, and other perks that
they wouldn’t receive otherwise. This extra incentive might be the motivation
they need to open your messages and purchase your products or services.
To learn more about how you can reach your inactive
subscribers and boost your email campaign, please contact eTargetMedia.
