Resuscitating inactive subscribers on your email marketing campaigns has to be a primary task for any active email marketer. You should be bearing in mind that deliverability is a key part of any active and ongoing email marketing campaign and that on average around 24% of emails sent are blocked/none delivered and this rate is increasing, so getting inactive subscribers to reengage has to be worthwhile doesn’t it?
The issues that effect your email marketing reputation include the following;
Authentication – this is where your email/domain is verified as begin authentic and reputable, have you done this with your domain?
Volume – do you send ALOT of emails fired out on the basis that some will work, if you do this can be a recipe for disaster as it shows that you really don’t care about your subscriber base.
Complaints and Hard Bounce rates – if you have lots of complaints every time you send and a large number of hard bounces, you could be heading for trouble.
Spam traps/blacklists – Spamtraps are email addresses that are created not for communication, but rather to lure spam and since no e-mail is wanted by the owner of this spamtrap e-mail address, any e-mails sent to this address are immediately considered spam. Blacklists are where your domain is added to a list of someone who has been reported too many times for spamming. How often do you ‘clean’ your data?
Content – do you send content that is relevant to your audience, is it exciting and engaging – if not why would your audience read it or action anything from it?
Consumer engagement (inactive subscribers) – have you a plan for re-engaging with those inactive subscribers?
So these are our tips for keeping users engaged with your email marketing communications;
Content – are you sending relevant and helpful information to the subscribers?
Targeting – have you segmented your data lists so that you are sending relevant information to relevant data?
Source – where has your data come from, maybe it was gained from a show or event, are these people really interested, why not try and re engage them?
Preference – have you asked your audience how often they want to receive your emails, if you send too often or too infrequently that can be a big turn off.
And if all else fails try a permissioning campaign, ask your audience – ‘ is this goodbye’ ask them for permission to keep sending to them…
We consider ourselves experts at mailPDQ of getting your business email campaigns right, so if you need to talk to a professional then why not get in touch, either call us on 01392 241653 or contact us through the site here.