Tips to Re-engage Inactive Subscribers
We have them, you have them, pretty much every email list out there has them – inactive subscribers. These are people that initially opted-in to receive your email newsletter or blog post, but somewhere along the line they stopped reading your emails. According to the email service provider Lyris, 25 to 33 percent of the typical email list is comprised of “inactive” recipients.
Why Do Opt-Ins Turn into Inactive Subscribers?
Abandoned or Dormant Email Address: For some reason the person is no longer at the email address they signed up with.
Email Rules: Many people use email rules to help them sort email automatically. It’s possible that your emails are joining a host of other newsletters in a catch-all folder that isn’t accessed very often.
Email Competition: You are competing with many other emails for attention. If your subject lines don’t compel the subscriber to read immediately, you could be lost under a pile of “more important messages.”
Spam Filters: Spam filters catch emails so they look as if they are delivered, even though the subscriber may never see the email.
Why Bother to Re-engage?
Some people enjoy seeing a lot of subscribers on their email list. It gives them a sense of influence and reach. However, leaving inactive subscribers on your list can create some negative results:
Skewed Email Statistics: If you have a bloated list full of inactive subscribers, your open rates and conversion rates are not going to be a true reflection of performance.
ISP Blacklist: According to Email Marketing Reports, ISPs are starting to monitor email senders and how their messages are treated: are they opened or deleted? The more unopened emails you send out, the harder it will be to slip through the ISP’s Spam filters.
Lost Leads: One of the best reasons reason to re-engage is to renew interest in your company.
At the very least, if your subscribers remain uninterested you can remove them from your list and normalize your statistics, while remaining in the good graces of the ISPs.
Tips to Re-engage Subscribers
Send a Series of Re-engagement Emails: Let them know that you noticed they aren’t reading your emails anymore and you want to know if they’re still interested. It’s okay to let them know that they will be removed from your list if you don’t hear back.
Create a Special Offer: Use discounts or free shipping to get them interested again.
Create a Survey: Find out why they’re not interested and what you can do to bring them back.
Test Times and Days: It could be that some people on your list don’t check their email on certain days of the week. See if sending on different days or times helps ignite interest.
Create Different Content: Is it possible that your inactives have outgrown the information you’re putting out?
Send Email in Text Only: Checking emails on a smartphone is more common than ever, but if your emails are filled with bulky images, they may get held back on the server. Image filters will disable images and therefore opens will not be counted.
Send Old Fashioned Correspondence: If you have access to the subscriber’s mailing address, try sending something in the mail with a more personal touch.
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About the author: Christianna Connell is President at future-ink. Christianna's 18 years of experience with web programming and client relations make getting a website a pleasant experience, while ensuring a solid site designed to meet our clients' goals and expand their business. 
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About the author: Jeune Ortiz is VP of Marketing and Creative Director at 
