Category: Email Marketing
All lists have some contacts who seem to ignore the mailings. These are the people who have a very low opening rate compared to the average, even 0%, and who rarely or never click. The reasons for this can be varied and discovering them is the key to reactivating them and maintaining good overall statistics.
One way to recover the engagement of inactive subscribers is to run highly targeted campaigns. For example:
As you can see, the source of much of the reason why subscribers ignore you is the sign-up form. Yes, from the very moment they give their consent, they may start to lose interest. Consider whether you explain well what they will receive, whether you allow them to choose a specific interest and whether they can assess the frequency of your mailings beforehand.
If you take care of the relationship with your contacts from the beginning, you will be less likely that they will refuse to open your messages. But don't think it's all about giving them an incentive, because then they might just sign up to get it and then stop paying attention to you. Look at your statistics to see for yourself.
Another reason why you may need to do reengagement campaigns is because the subscriber's personal situation has changed since they signed up. This could be if their interests have changed, for example if they quit their job or moved to another city, or if they don't have enough time to dedicate to your mailings. In these cases, you can send them communications reminding them that they can:
One last recommendation: make these special re-engagement campaigns have a different design from the rest to make them more eye-catching and break the routine, without forgetting the corporate identity that will make them recognisable as your brand.
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