How to Re-engage Your Email Subscribers

Can you relate to this knot-in-the-stomach moment?

You look at the open and click-through rates of your last few email blasts and the numbers are down. Fewer people are opening your communications and you aren't sure how to get those people back.

It’s probably time for a re-engagement plan.

Because those lower numbers don't only mean fewer subscribers are getting your message. That's bad enough, but it also means they are actually doing damage to your deliverability rate for your entire subscriber list. Email platforms interpret low engagement rates as "spam" and will filter out your emails if open rates drop badly enough.

So, how do you create a re-engagement plan? It's as simple as 1-2-3.

1. Segment your unengaged subscribers. This is super important because you want to make sure that you don't send your faithful readers a message saying they haven't been opening your emails. It will either confuse or annoy them. Fortunately, most email platforms have an easy way of creating a segment of folks who haven't opened your email.                                                                                                                         
2. Have an eye-catching subject line. You need to grab their attention, so it's time to get creative with your subject line. The main goal is to be upfront about why you are reaching out without being confrontational. Some great examples include:

• Are we still welcome in your inbox?
• Howdy, stranger
• Let's reconnect
• It's been awhile...
• Should we stop emailing you?
• We miss you
• Is this goodbye?

If you have the ability to personalize your subject line by adding the recipients' name, now is the time to use it! 

3. Give them a reason to stay - or a way to leave. Once they open your email, your "lost" readers need a reason to stay subscribed. 

• Ask them honestly if they still want to hear about the work you are doing.
• Give them the headlines and a link to your last few e-communications so they can see what they've been missing.
• Request their feedback: Are they still interested but just need you to email them less frequently? Do they want to hear about certain topics or programs, but not others? With that information, you can segment them further so they only get messages as often as they want, focusing on the programs that interest them.

And, finally, give them the option - and permission - of saying goodbye if they want to. Let them know you'll miss them, but point out where the unsubscribe link is. 

Ultimately, it's better to have a smaller list of engaged subscribers than a large list of indifferent ones. Not only will it prevent email platforms from relegating your messages to their "junk" or "spam" folders, it also will make sending communications a lot more rewarding and keep those engagement rates high.