The goal of email list hygiene is to make every subscriber count. If you have people who are taking up list slots but are not engaged, you must take action. We’ve shown that it’s not necessarily about elimination, but rather about reaching out.
When you reach out, you’re following recommended practices for email list upkeep. You don’t have to get rid of inactive subscribers immediately away; instead, you might attempt to re-engage them. Let’s look at some fantastic emails that demonstrate how re-engagement efforts should work.
When attempting to reengage an inactive subscriber, consider why they left in the first place. Perhaps they believed the corporation had nothing to offer them, at least through the email channel. This Lowe’s email advises users of recent changes. This is always a fantastic idea since it piques the curiosity of subscribers.
Because a re-engagement campaign should continually remind the subscriber of what they may be missing out on, it’s a good idea to keep track of any unused benefits they still have: in-store credit, coupons, or rewards points. In rare circumstances, a client may have forgotten about their benefits and may return to spend them.
This is your chance to win them back. If they didn’t leave any credits or coupons behind, you may try providing them an unique discount to make a return more appealing.
Whether all else fails, don’t underestimate the power of just asking your subscriber if they want to continue getting emails. A smart re-engagement effort will, indeed, provide incentives. There’s no guarantee they will work, so you can always contact your subscriber and ask them personally.
The inquiry does not necessarily have to be boring, as shown by this example from Boulevard Brewing Co. You may include components from your brand into it and be creative. This provides the email more personality and a better appearance, which may persuade users to stay.
Email deliverability is similar to making a multi-tiered cake. You may put on every layer of icing and decorate your cake, but if you utilize rotten eggs, your cake will always taste horrible.
Your email list is the cornerstone of your email marketing, and properly building and maintaining your list is critical to the effective delivery and engagement of your emails.