Having a huge lot of subscribers on your email marketing list is good but it won’t be great if 75% of your email list is inactive. This is a worrying statistic, as it means that three quarters of your subscriber base may not currently be engaging with your marketing content.
It’s about time that you indulged in email marketing reactivation and re-engagement.
Reactivation is aimed at attempting to reintroduce lapsed subscribers to your content and re-engaging their interest in your brand, most commonly by creating a specific strategy and utilising specific content that aims to bring people back into your pool of active customers.
You need to win your subscribers back on to your email list as active subscribers who actually pay heed to what is sent to them through emails in the shape of the communication from your side. Fair enough, the content has to be engaging itself to win them back but you’ve got to ensure that the frequency of the emails is not compromised.
You’ve not only got to stay in touch with your subscribers through a constant dose of related communication but you’ve also got to make sure that your content is engaging enough and is related to your subscribers interests.
Email reactivation strategy is normally skipped when the email marketing strategy is being devised as a part of overall digital strategy of a business. There are many elements and variables involved in the process of creating an email marketing reactivation strategy. Email reactivation’s potential to create impact for brands in any sector should not be underestimated.
There could be three or four major reasons why your email marketing strategy is not panning out as well as it should.
It might be the case that your content is failing to connect with your subscribers. Hence they either unsubscribe or become dormant until you revisit your email marketing strategy and come up with content that really strikes a chord with those subscribers.
Generic subject lines is another reason why your email marketing suffers. Try to be as innovative as you can when coming up with subject lines for your emails. Try and be imaginative and innovative so that the receiver opens your email.
One reason that’s really somewhat beyond your control but can be treated and fixed is when your emails start getting filtered or routed to spam. Again it’s really the content and subject line that can save your email from going to waste.
So all in all, email reactivation and reengagement strategy should really be a part of your email marketing strategy right from the start when you’re devising your company’s digital strategy and should not be ignored. Once this is achieve then you might not even have to think about readjusting your content for reactivation.