It happens to the best of us: our once-devoted subscribers lose interest in the information we provide, and as a result, they stop clicking, reading, or interacting with the material. Subscribers who don’t interact with our content might skew our stats, leaving us to wonder: “Was it anything we did?”
Nevertheless, it is essential to keep in mind that churn is a regular occurrence. It is not unheard of to see a gradual decline in subscribers’ level of engagement over a prolonged period of time (even if it does feel a little personal).
In this article, we will go over best practices for dealing with unengaged subscribers, including how to identify these subscribers, how to re-engage them, and what you can do in the future to reduce the number of lists that include unengaged subscribers.
What factors contribute to a person’s disengagement?
nengaged subscribers are most often defined as individuals who have completely abandoned the practice of opening their email. A subscriber may only connect with the information on occasion or may miss a few emails, but a decent rule of thumb for determining whether or not a subscriber is unengaged is whether or not they have opened the content in the last six months.
Someone may quit interacting with your material for a variety of reasons, including:
- They are receiving an excessive number of emails from you
- They do not recognize the from name.
- Because your emails aren’t sent on a regular basis, people don’t recall subscribing.
- They have lost interest in the brand.
- They haven’t been paying attention to the material lately.
- Their inbox is overflowing.
You can’t control a subscriber’s degree of interest or how crowded their inbox is, but you can manage your email cadence, the name of your organization, and the amount of autonomy you provide the subscriber.
Best practices for sending emails to a list:
- When they join up, tell them how frequently they’ll hear from you (e.g. daily, weekly, or monthly)
- Maintain a distinguishable from name (e.g. Kalyn at Emma)
- Provide a preference center where subscribers may choose the kind of emails they wish to receive (e.g. promotions, newsletters, etc.)
- Allow customers to cancel their membership for a period of 30 days.
You may start your re-engagement campaign after you’ve built a division for your unengaged subscribers. This should give a nurturing environment.
Your first email to re-engage users should have a strong focus on personalization. For instance, you may expressly mention the subscriber in a message and say something to the effect of “Cameron, we miss you.”
In this email, the subscriber should be asked whether they would want to continue to be on the mailing list. In an ideal scenario, this email will direct subscribers to a preference center, where they will be given the choice to either unsubscribe entirely or alter the frequency with which they get emails.
The call to action (CTA) provided in the following Framebridge email makes it simple to stay on the Framebridge email list. In addition, the material is concise and easy to understand, providing subscribers with the chance to make a choice in a short amount of time.
It is hoped that subscribers have given a positive response to the first email you sent them, which indicates that they have chosen to remain on the list. To get the most out of subscribers who have re-engaged with your content, you should capitalize on your newly acquired relevancy.
Send them engaging material, such as a content download, new product announcement based on their interests, or if you want to push conversion even further, a discount. This will allow you to accomplish this goal. The email that can be seen below, sent by Blue Apron, is an excellent illustration of how a re-engagement email may be used to provide an incentive to subscribers.
If your re-engagement effort is successful, some individuals on your list will choose to unsubscribe, while others will choose to participate again. On the other hand, there could be some individuals who do none of these things. To put it another way, it’s possible that they will keep ignoring the emails that are sitting in their inbox.
How to decrease customer turnover right from the start:
- Make sure the email type and frequency are included on your registration forms (e.g. Sign up for our weekly newsletter)
- Create a preference center
- Include a double opt-in
- You may humanize your brand by sending a welcome email or series of emails.
- Maintain the same rhythm throughout.
- Include a name that is easily identifiable from it.
- Send tailored content through segments
By giving your subscribers access to a source of information that is unambiguous and trustworthy, you will demonstrate that you can be relied upon. They will have a greater motivation to remain engaged with the material you are delivering them if you create content that is both dynamic and tailored to their specific needs. The performance of tailored material is much improved, as is the number of opens it gets.
You shouldn’t be concerned even if some of your subscribers seem to have lost interest in the material you provide since it doesn’t necessarily mean that your metrics will suffer as a result. You may continue to maintain healthy metrics and engaged subscribers if you separate your list between those who are engaged and those who are not engaged, run a re-engagement campaign, and clean your list frequently.
You also have the ability to prevent the churn from occurring before it really takes place. Clarify the process for new subscribers, and always provide the most tailored and up-to-date material you can for your existing members.