5 Ways to re-engage email marketing contacts
When sending email marketing campaigns, it’s inevitable that somewhere along the line, a number of your contacts will either becoming unengaged, or were unengaged in the first place.
When we speak about unengaged contacts, we are referring to contacts that have never opened an email you have sent, or those who rarely click through. Unengaged contacts can also refer to those who have previously interacted with you, but are no longer doing so, for example, a few months after a purchase.
Whilst these contacts are not engaging with your campaigns, they are still very important. They obviously don’t want to unsubscribe from your emails, or they would have previously done so. Instead you must continue to persevere with these contacts, to turn them into engaged and interested contacts.
Here are 5 ways to re-engage email marketing contacts. Try these techniques and see if you can warm up those cold contacts:
1. Segment by response
Segmentation requires a lot of time, patience, and courage in order to take the plunge in case things go wrong.
Learning which segments work for your industry will not happen overnight, and you must be prepared to invest some time into arranging your contacts and planning ahead.
Instead of segmenting by interest or demographics, consider segmenting by response. If a contact has purchased a product from you, but didn’t engage with your further correspondence, it may be worth sending them a remarketing campaign. For example, try using a subject line such as ‘We’ve noticed you’ve been a little distant lately’ and offer a discount as an incentive for the contact to click through and purchase again.
If you’re feeling brave, why not be direct with your contacts? A subject line such as ‘Why don’t you open our emails?!’ would definitely have me opening an email.
2. Use a persuasive subject line
Tell your contact why they should open your email. If you’re sending them an offer, a discount or even a freebie – tell them. A clear subject line should explain the content of the email and shouldn’t like about what’s inside.
3. Straightforward content
Most marketers know that email users scan content quickly. In fact, most email users spend less than 11 seconds reading an email.
Make sure the body of your email is easily digestible and that the main points stand out. This email below from Graze gets straight to the point, doesn’t take long to consume, and the call to action tells me what to do immediately.
4. Offer an incentive
No matter the aim of your email marketing, whether that is to boost brand awareness, build relationships or gain more social media followers, your contacts will respond positively to incentives.
Subscribers love to feel wanted and special, and an incentive will do just that.
The incentive doesn’t have to be monetary. It could be exclusive content, a freebie or even being added to an exclusive list of people who hear about offers and giveaways before anyone else.
5. Explain the benefits
Remind your contact about why they signed up with you in the first place. Was it for exclusive offers? Your informative newsletter? Or in response to downloading useful content?
Whatever the reason they signed up, send them content relating back to it. Send them another offer, or a free eguide if they downloaded your content.
Again, if you’re feeling brave, why not list the top 5 reasons they should read your emails. It pushes your brand, promotes your cheeky side, and will definitely catch their eye.