HOW TO RE-ENGAGE LAPSED NEWSLETTER AND EMAIL SUBSCRIBERS

Maintaining an engaged email list is crucial for any successful newsletter campaign. However, it’s common for subscribers to become inactive over time. Re-engaging these lapsed subscribers can be more cost-effective than acquiring new ones. We explain how to breathe new life into your dormant email list.

1. Identify Lapsed Subscribers
First, define what constitutes a “lapsed” subscriber for your business. This could be subscribers who haven’t opened emails in 3-6 months or longer. Use your email marketing platform’s analytics to segment these users.

2. Run a Re-engagement Campaign
Create a dedicated campaign aimed at winning back these subscribers. This might include:
– A catchy subject line like “We miss you!” or “Is this goodbye?”
– A reminder of the value your newsletter provides
– An incentive to re-engage, such as a special offer or exclusive content

3. Personalize Your Approach
Use data you have on subscribers’ past interactions to tailor your re-engagement emails. Reference their previous interests or purchases to make the communication more relevant.

4. Ask for Feedback
Send a survey asking why they’ve become inactive. This can provide valuable insights and show subscribers that you value their opinion.

5. Update Preferences
Allow subscribers to easily update their preferences. They may want to receive emails less frequently or only on specific topics.

6. Provide Value Upfront
In your re-engagement email, include some of your best content. This reminds subscribers of the quality information they’re missing.

7. Try a Different Channel
If email isn’t working, try reaching out via other channels like social media or even direct mail.

8. Use a Winback Series
Instead of a single email, create a series of 2-3 messages spaced out over time. Each email can take a different approach to re-engaging the subscriber.

9. Optimize Send Times
Experiment with different send times. A subscriber’s habits may have changed since they last engaged with your emails.

10. Refresh Your Content
If a significant portion of your list is disengaged, it might be time to reassess your overall content strategy. Ensure you’re providing value that aligns with subscriber expectations.

11. Consider a “Last Chance” Email
For subscribers who don’t respond to initial re-engagement efforts, send a final email asking if they want to remain on your list. This can help clean your list of truly uninterested subscribers.

12. Clean Your List
If subscribers remain unengaged after your re-engagement efforts, it may be time to remove them from your list. This can improve your overall email deliverability and engagement metrics.

The trick to successful re-engagement is understanding why subscribers became inactive in the first place and addressing those issues. Providing clear value and showing that you respect subscribers’ time and interests, you can revitalize your email list and maintain a more engaged audience for your newsletter.