Most of the time, people lose touch. You have probably noticed a number of subscribers who have gone dormant if you have an email newsletter. Most of these subscribers are either not clicking through or they are just ignoring your emails.
Marketing Sherpa conducted research and found out that you will lose an average of 22.5% of your email database annually. It is annoying and frustrating to lose such a number of customers every year after working so hard to get their email addresses.
It is important to note that you have not lost these customers permanently. They are just taking a break. Similar to a romantic relationship, you can get them back if you start creating effective and engaging emails. To do this effectively, you have to know why they stopped connecting with you. Once you know this, you can determine the best approach to re-engage them.
Everyone has a different reason for disengaging
A re-engagement email is similar to asking your ex to date you again. If you don’t show that you understand his or her needs, the relationship will sink. Generic emails never achieve any results because of this very reason. The first thing to do is to know why they are not engaging.
If you take your time and examine your dormant subscribers, you might get clues. For instance, an individual who subscribed to receive a gift or offer may disengage after receiving what he or she wanted. Subscribers who abandoned their shopping carts were maybe displeased with the quality of service or quoted prices.
Look for dormant subscribers who complained or had difficulties with the purchase or use of your products.
Additionally, analyze the demographic information of your customers. If you notice a similar trend, for example, people with a similar background disengaging, it might be obvious you are not meeting all their needs.
Segmenting for re-engagement
Your re-engagement emails have to address two things. First, you should highlight the issues that made them dormant. And second, you should figure out and discover what it takes to fulfill their needs.
Once you have done this, you will easily determine the best ways to re-engage them. Some of the ways that can help you re-engage your dormant subscribers include:
- Measuring user preferences using polls and surveys.
- Personally reaching out to dormant subscribers.
- Asking unsubscribing users to provide a reason.
Monitoring your online business is very important. A lack of email engagement can damage your reputation whether the reason behind it is true or not. In this article, we will discuss seven best ways to write re-engagement emails. Here is number one!
1. Ask simple questions
At times, the best re-engagement email to send your dormant subscribers is one that asks them directly the wrong thing(s) they see and what they think you can do to meet their needs. It is a sincere approach; one which most people appreciate.
Just like an assignmentgeek research paper writer, understanding your customer’s needs is important. This email will give them an opportunity to share their concerns with you. Plus, you have the opportunity to use their feedback to improve how you relate and engage with your customers in the future.
Here is an example:
Hi Kat,
We have not heard from you in a while. We want to be sure our services meet your needs. If you have any concerns, please fill the contact form below. Feel free to contact our customer support 24/7.
Respectfully,
Ryan Brown, CEO.
2. Address concerns
Sometimes, you just know why you are losing your subscribers. Maybe you sold low-quality products or your system is buggy. It could even be low-quality email and newsletter content.
If this is your case, the best way to re-engage is to acknowledge and apologize for the inconvenience. Similar to Assignment Holic writers, do not justify your mistakes. Just apologize and show how you plan on improving in future.
Here is an example:
Wayne,
We are very sorry. You bought our products expecting to get quality for your money. We have failed on product quality recently. Several subscribers have complained that the products bend and break easily.
Now and in future, we will ensure that our products are only made using the best materials available and checked properly before being sold.
Sincerely,
3. Personalize your emails
Including your customer’s name is one of the best marketing strategies you can use to attract your dormant subscribers. All you need to do is import the subscriber’s name from the CRM database.
Again, you should personalize the email content to a deeper level like Assignment Masters. If the subscriber ever purchased your product or service, mention his or her purchasing history.
Segment your email list and create emails that suit each group’s preferences.
4. Humor works like magic
Humor is important in any relationship. Lovers use it. Parents use it. Research paper experts use it. Humor can be a very effective way of renewing your subscribers’ interest. However, always use it in the right circumstance. If used inappropriately, your subscribers won’t take you seriously and that can hurt your reputation.
Make your approach light-hearted and remind them that your brand is fun to engage with. Give those who wish to unsubscribe an opportunity to do so.
Here is an example:
XYZ Company
Are we breaking up?
We love you!
Please, can we stay together?
- Yes, I love you (and I want to receive your emails)
- No, it’s over. Goodbye (count me out)
5. Offer incentives
For your dormant subscribers to engage with you, they have to feel you are helping them progress in life. One of the best ways to do this is by offering incentives. Offer a free product or service in exchange for the subscriber taking a specified set of actions.
For example, you can ask them to click a link or follow you on social media in exchange for free products.
Keep in mind that incentives do not engage your customers in the long-term. You are responsible for doing this by creating memorable experiences. When using this technique, always follow it up with something meaningful and permanent.
6. Write great content
Your email content needs to be relevant, consistent, well-written and informative. Every email you share with your subscribers should be interesting and engaging. Have a catchy headline and subject line. There are very many tools designed to help you in custom writing and improving the quality of your content. Here are a few.
- Grammarly: This tool is free and easily accessible. As its name suggests, it is used to check and eliminate spelling and grammar mistakes and to help with academic writing.
- Hemingway: Hemingway makes your email engaging and easy to read by stripping away the fluff and going straight for the good content.
- Canva: This is a wonderful tool for creating infographics, collages and a variety of visual content that make your emails more attractive and engaging.
7. Ungate your content
In most instances, when we notice our clients pulling away, we react by sending them previously gated content or turning around fast and giving our content away free of charge. If some of your subscribers had paid a premium to access gated content, it would be best to wait for some time before making the content free.
Never be in a hurry or panic. Be calm. As long as you act wisely, everything will be okay in the end.
Conclusion
Keep in mind that your subscribers are normal people with ups and downs in life just like you. Take your time to know why they are dormant. Once you know the reason, you will use the best tool(s) effectively. These seven tools will help you re-engage with your subscribers in a proper way.
Remember, keep providing something meaningful and permanent regularly. So, which tools will you use to re-engage with your customers?
