Re-engaging inactive subscribers: Proven strategies

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Did you know that email marketing is one of the most effective marketing channels today? But this impressive ROI depends on one crucial factor: a healthy subscriber list.

Many businesses struggle with inactive subscribers on their email lists, hurting their overall email marketing efforts. The good news: you can fix it! This blog post will show you proven strategies to re-engage inactive subscribers and get your email marketing working again.

re-engage inactive subscribers
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The problem of inactive subscribers
Imagine a room full of potential customers eagerly awaiting your message. Now, imagi how to get phone number database large portion of them simply ignoring your voice. That’s the reality with inactive subscribers — those who haven’t opened your emails in a while (HubSpot defines them as subscribers with no opens in the last 11 emails ). These inactive subscribers become a silent drag on your email marketing efforts.

The impact of inactive subscribers goes beyond a few unopened emails. They can negatively impact your email deliverability — a fancy term for the likelihood that your emails will reach your subscribers’ inboxes.

Inactive subscribers can negatively impact deliverability rates by up to 60% .

Think of it this way: If recipients aren’t engaging with your emails, ESPs (email service providers) like Gmail question their relevance. This can cause your emails to get filtered out and end up in the spam folder. That potential customer you were trying to reach? Gone. But the financial impact is even deeper. Inactive subscribers represent lost sales and conversion opportunities. By not re-engaging them, you’re leaving money on the table.

The good news is that inactive subscribers aren’t a lost cause. A good engagement campaign can bring them back into the fold and boost engagement metrics like open and click rates. This translates into increased engagement with your emails, a higher likelihood of conversions, and increased sales. But the benefits go beyond the bottom line. Re-engagement fosters stronger customer relationships. By reaching out and reminding inactive subscribers of the value you offer, you show that you care about their continued interest. This builds trust and loyalty, and lays the groundwork for long-term customer engagement.



Why Engagement Matters for Inbox Placement
Often, businesses send crucial messages that end up in the spam folder. This is the unfortunate reality of emails that don’t make it to the primary inbox. Fortunately, ESPs like Gmail use sophisticated algorithms to prioritize which emails deserve that coveted spot. And guess what one of the most significant factors influencing this decision is? Engagement metrics.

Engagement metrics are the lifeblood of email marketing success . They tell you how your subscribers interact with your emails. Here are three key metrics to keep an eye on:

Open Rates: This metric reflects the percentage of subscribers who open your emails. A good open rate indicates that your subject lines are interesting and the content is relevant.

Click-through rate (CTR): This metric goes beyond opens and measures the percentage of subscribers who click on a link within your email. A high CTR means your content is engaging and driving subscribers toward the desired action.

Unsubscribe Rates: While you always want to minimize unsubscribes, they can also be a valuable indicator. A sudden spike in unsubscribes can indicate that your content is irrelevant or unpleasant.

These metrics and others, such as forwards and spam complaints, provide a snapshot of the sender’s overall reputation. Think of it as your email marketing newsletter. High engagement metrics translate into a good rating, indicating that subscribers find your emails valuable. This, in turn, signals to ESPs that your messages are relevant and deserve a prominent spot in the inbox.