We have talked about the importance of re-engaging your list in the past. The reason for this is twofold:
1. Get rid of the dead weight (Yes, you are supposed to remove the people that aren't responsive ;-) )
2. Increase engagement (opens, clicks, etc. moving forward)
Sometimes, however, it's just a matter of keeping the interested people on your list! Here's what I mean...
Last week, I got an email with the subject line "Account Removal (Final Notice)". Now... this COULD appear to be a spam tactic, but since I recognized the name and have been seeing the emails over the past year or so, I knew it wasn't some scam trying to get me to open an email with some affiliate network offer. But what's most important is it grabbed my attention.
When I opened the message, it said "This is your final warning. I'm about to remove your email from my database. If you'd like to keep receiving my tips and tutorials, please click on this link:"
The truth is.. I've been too busy to stay on top of the emails from this person, but I didn't want to STOP getting them. It's just that life and business has gotten in the way and I haven't had time to consume them. And I've apparently not noticed the previous attempts to get me to engage with the content, so this "hit me over the head" approach worked!
Once, I clicked the link, I got a confirmation that said "Thank you for staying subscribed!". However, I would go one step further with this email and address the fact that the list owner knows that I'm busy and is glad that I saw that message so I could keep getting his emails. I'd have also given a few tips to make sure I don't miss any future content like:
- Like our Facebook Page (another form of engagement so he stays in front of me and I don't forget)
- Instructions for filtering his emails to a special folder for review in the future
- Replying with the one things I'd like to learn
The big takeaway in this is that you need to do SOMETHING to grab attention as a last resort. They're gone if they don't respond anyway, so do something bold to grab their attention. They may still ignore it, but the people that DO want your content will take a moment to click the link so they can stick around a little while longer!
NOTE: This all assumes that you have a quality list that knows who you are and has, at some point, been engaged with your content. This won't work if you don't have a prior relationship and could potentially backfire by increasing spam complaints!
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
For more information on how to improve your re-engagement campaigns, visit http://www.emaildelivered.com/re-engagement-campaigns/. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers
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