The email subscriber base dying out is a natural process that any company has to face sooner or later. It is very important not only to create high-quality emails but also to regularly resurge the interest of subscribers, as well as to clear the base of those whose interest you have failed to regain.
If the indicators of your mailing list subscriber base suddenly drop, experts from the Lectera educational platform, specialising in digital marketing courses, are here to tell you how to revive them in 5 steps.
Analyze your email newsletter for its effectiveness
To do this, follow the next steps:
- Make sure your subscriber base is segmented by interests so that the content each target audience segment receives is tailored to its interests.
- See to it that new subscribers receive welcome emails — those should tell them about your company and generate primary interest in the products.
- Make a point of sending emails at the time when subscribers are most likely to check their emails. Make sure that the subject lines and first few sentences of emails sound attractive and appealing enough. Always refer to the subscriber by their name!
- Analyze the frequency with which you send emails (send emails no more than three times a week) and the ratio of advertising to useful information (there should be no more than 20% of advertising).
- Check the variety of content (you will 100% fail if you talk about your products only).
For a detailed plan for analyzing email newsletters for their effectiveness, see one of the Lectera’s digital marketing courses, “First steps in email marketing. Mail as a mean of business promotion”. Watching just a few videos will make you 100% ready to sell your products via email!
Optimize your e-newsletters
Did you find repeating mistakes? Experiment with the options for solving them! For example, you can change the sending time of emails, remove ads from the welcome chain, change email subject lines, add new content formats, or try to create separate subscriptions for users interested in only one type of information from your company.
Learn how to sell any product through newsletters, easily reactivate subscribers, and find new ways to promote your company with the Lectera course “Email marketing in business: working with a client base”. Revive your email base in just 1,5 hours!
Identify an inactive audience
Which subscriber would you consider inactive? Someone who doesn’t open your emails for 30 or 60 days? Someone who opens and then deletes them? Or maybe someone who deletes them without even seeing the content? Determine the segment of the inactive audience either manually or by using automated services (this is the best way, but it requires financial investments).
Send a few reactivation emails to the inactive audience
In one of its digital marketing courses, Lectera has provided a checklist that will help you choose the option that best suits your business. We share it with you here.
- Notification. It’s an email with an offer to “come back” — to open the newsletter and interact with it (for example, follow the link, thanks to which the subscriber will confirm that they are still in the email database).
- Wake-up call. It’s an email offering a limited promotion, a range of goods or services, or a lead magnet (for example, a free subscription to premium features of the service). It’s suitable for customers who have already made a purchase on your website. Make sure the email contains a colourful description of the benefits to the audience, personalisation, and a call to action.
- Apology. It’s an email containing a sincere apology regarding mass advertising emails sent from your address, incorrect segmentation, or a long-running lack of emails. Write it only if audience reactivation is required due to your mistake. Make sure your email contains a valuable offer segmented by customer interests.
- Feedback. It’s an email with a direct question, “Why don’t you follow our news anymore?” Send it if you suspect that you have segmented your subscribers incorrectly and want to take preventive measures. Make sure that the email contains a mini-survey proposing to mark the topics, services, and products that are of interest to the client. It will be useful to enable the ability to configure the frequency of receiving new emails independently.
Don’t write just one email — start a chain! For example, you can send your audience an apology and an offer to give you feedback, an apology and notification, or notification and a wake-up call. Digital marketing courses say that “goodbye letters” work well too, and there is always a link to renew your subscription at the end.
Unsubscribe an audience that won’t open your emails
Have you tried all of the above-mentioned methods, launched a campaign to reactivate email newsletter subscribers several times, diversified content for different segments, conducted a couple of dozen experiments regarding the content of emails, and the user still won’t open them? Just remove them from the database — there is no point in keeping there “phantom customers” who will never again buy your services through a newsletter.
Learn how to create the perfect newsletter that will boost your product sales in one of the Lectera’s digital marketing courses, “Lead Generation in Letters: Cold Sales Efficiency”! Sign up now to discover how to find a cold audience in a couple of clicks, turn it into a warm one, and sell goods to it at all prices.