It often comes as quite surprise to most companies when they find out that 60% of subscribers in the average email list are dormant. For a company with 20,000 email subscribers, that’s 12,000 emails that have dropped off.
In the email marketing world, losing subscribers is close to something like – death. Ok, ok. I’m being a bit dramatic. Admit it though, when you see your list slowly unsubscribe it gives you a little pang in the chest.
All that effort that was spent in acquiring those subscribers, either with time or monetarily, one is in the hope that those costs will someday be recouped.
Matt Zajechowski of ReachMail has put together this outstanding article and associated infographic, How to Re-Engage a Dormant Subscriber List, on how to re-engage subscribers. Here are the strategies he’s shared:
- Reduce the frequency of your email sends.
- Target your content to smaller, relevant, segmented lists.
- Define inactive subscribers using your own criteria and stop sending to them.
- Design a Re-engagement campaign asking subscribers to opt-in or come back.
- Facebook Custom Audiences allows you to upload and target your subscribers, a great way to reach dormant subscribers.
Be sure to click through on Matt’s infographic and read the rest of his advice on this topic!
