No matter the length of your email list – be it 10 email addresses or 10,000 – your email campaigns may not be reaching your goals.
This is a common email marketing issue caused by disinterested subscribers who either delete, pay no attention, or wish to unsubscribe from your mailing list. When your once-thriving email list stops producing results, it’s referred to as an ailing list. Fortunately, there are effective strategies you can implement into your email marketing plan to re-engage subscribers.
Discovering Reasons For Disengagement
The first step that should be taken when fixing your ailing email list is to discover why disengagement has occurred. There are multiple reasons for subscriber disengagement. Common reasons include an influx of emails, poorly planned campaigns, change in brand values, or inability to fulfill subscriber needs/wants.
One way to find out why subscribers are disengaged is to audit your emails. Auditing allows you to see which emails are getting the most responses from email recipients, and which ones aren’t performing so well.
Once you discover why subscribers are losing interest, it will be easier to know what strategies to use when working towards re-engagement.
Increase Content Value
Subscribers need to feel inclined to interact with your emails. Consumers desire value in the content they are receiving. Whether people are seeking entertainment, information, products, or other things, the end goal is satisfaction. When you increase the value of your content you’ll reach higher rates of satisfaction within your email subscribers list. If you are producing lackluster email campaigns, it’s time to put in more effort and time into curating high-value content.
Attention-Grabbing Headline
Headlines are an easy way to draw attention to the body of your emails. You’ve likely been influenced by email headlines yourself. Phrases such as “Where Have You Been?” and “We Haven’t Heard From You in a While” can invoke emotions in your email subscribers. Whether it’s guilt, feeling like they missed out on your content or a spark of interest, headlines can reintroduce subscriber interaction.
Headlines are one of the easiest ways for a brand to influence the emotions of its customer/viewership base. When you use ambitious titles in your emails, you could scare off certain subscribers. Don’t be scared, this is actually a positive thing; it’s better to have fewer subscribers if they are mostly all active and engaged. “Even though you have plenty of subscribers, inactivity wastes your time and money. Inactive subscribers are a huge disadvantage to countless email marketers,” reveals Tracie Mullins, a journalist at Origin Writings and Brit Student.
Use Incentives
The everyday person isn’t dedicated to reading their entire inbox of emails. This means that you need to give your email subscribers a reason to view your emails. Incentives are a great tool for helping you create well-thought-out email campaigns that result in high engagement from your readers. In order to incentivize your content, focus on your Calls to Action (CTA). Your CTAs are important for inspiring your email list to interact with your emails. Try doing a/b testing to see what types of copy perform best.
Free offers/items, trials, exclusive access, and similar alluring opportunities will re-engage your subscribers. Including incentives in your emails frequently will lead viewers to feel confident that being subscribed to your email list serves a variety of benefits to them. But don’t overdo it. If you include a big incentive every time you send an email, you’ll run out of incentives.
Maintaining Relevance
Brand changes are normal, but it’s important to avoid getting carried away. Don’t sway too far away when trying new things, make sure your emails are still cohesive with your brand. This scenario is harmful to the strength of your email list. If you switch up the direction of your content too far, your email subscribers may show a lack of interest. Your email subscribers signed up to your mailing list for a reason; they enjoyed your current content. When you start sharing content with drastically different topics out of the blue, you’ll confuse subscribers. So, keep in mind that “It’s worthwhile to diversify your email content. When you branch out email marketing-wise, remember to maintain relevance to your primary content as well,” recommends Hunter Duran, tech writer at Write my X and Australia 2 write.
See What Works
Experimenting with your emails can help you gain insight into what works and what doesn’t. Try a variety of styles, introduce new graphics, and test out new copy. As you test new approaches out, make sure to analyze your data and performance. You can start to figure out what ideas are working best for you. Sometimes, your email marketing style can only be effective for so long. Changing things up can be the solution to reengaging your audience.
Re-engaging your email subscribers isn’t simple. You have to identify problems, rethink campaigns, and experiment with your email content. As long as you ease into re-engaging your subscriber list, you will eventually overcome engagement downfall.
Business development manager George J. Newton works at Write my coursework and Dissertation writing service. George has perfected the art of the apology during his ten-year marriage. He also works for Next Coursework.
