We’ve talked about some of the ways you can re-engage inactive subscribers — new offers, promos, or special email sequences are just a few options. You can also update the format of your emails and play around with the subject lines and CTAs.
But your email messages aren’t the only tools you have to renew interest in your communications. You can leverage your email list itself! How? By segmenting your list to provide your subscribers with more options and better targeted content!
Segmenting your email list allows you to send targeted emails to different groups of subscribers. It’s an excellent way to maintain interest in your communications. Plus, it can boost your reputation as a brand that truly cares about what your audience wants!
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1 | Why Are Your Subscribers Inactive?
Before you can effectively segment your email list and start sending the right messages to the right recipients, you need to figure out why your subscribers have stopped interacting with your emails. Here are some possibilities:
- Too many emails
- Not enough emails
- Uninteresting content
- Emails that are too short or too long
- Repetitive content
- Messages that are too “sales-y”
These are just a few of the reasons why your subscribers may have stopped opening your emails.
Related post: How to Get People to Engage With Your Email Newsletter
2 | What Type of Communications Do Your Subscribers Want?
So, how do you figure out which of those reasons apply to your subscribers? Ask them!
This is a perfect time to send out a survey to your recipients. What should you ask? Here are some options:
- What type of email content do they want to see?
- How often do they want to hear from you?
- Do they want to receive seasonal or holiday-related content?
- Are they interested in new products or promotions?
- Do they want to be invited to beta-test new offers?
You don’t want to ask too many questions — the survey shouldn’t feel like a chore. So pick a few questions that are most relevant to your audience and your email marketing strategy.
Related post: Attract Return Buyers With a Re-Engagement Email Sequence
3 | Send Out a Survey
Who should get your survey? You could send it to your entire list if you want.
This is a good idea if a high percentage of your readers have stopped interacting with your messages. It’s also something you can consider doing occasionally to get a better feel for what your audience wants to see from you.
But it may not be necessary to reach out to all your subscribers — you might want to send this survey just to people who meet certain criteria.
For example, you could target people who haven’t opened a message in a certain period of time or people who only open a small percentage of your messages.
Related post: The Importance of a Launch Runway for Your New Offer
4 | Segmenting for Relevant Content
Once you have the results of your survey back, you can segment your email list so it’s easier to send every recipient the exact type of content they want to see.
For example, you could separate your list into segments based on the type of content they want to receive:
- All messages
- Launches and promos only
- Monthly or quarterly newsletters
- Seasonal sales
Segmenting your list this way shows your audience that you care about their preferences. Plus, recipients are more likely to open your messages if they already know that they’re interested in reading what’s inside.
Related post: How to Launch a New Online Shop Product to Existing Customers
5 | Creating Segments Based on Communication Frequency
You can also segment your list based on how frequently your subscribers want to hear from you. For example, you could have different groups for people who want to receive weekly, monthly, or quarterly content. Don’t forget about subscribers who just want seasonal updates or info about holiday sales!
6 | Giving the Option to Unsubscribe or Update Contact Information
It might sound counterintuitive, but it’s a good idea to give your subscribers the option to unsubscribe from your list. This is an easy way to clean your email list so you aren’t spending resources on undeliverable addresses or sending messages to people who will never open them.
Send an email asking people if they’d like to unsubscribe — and make it easy for them to do so! You can also include an option for them to update their email address if they want to keep receiving communications via a different inbox.
Related post: Why It’s Important to Clean Your Email List
Final Thoughts
It’s frustrating to see the open rates on your messages decline. But you don’t have to panic — the solution is to modify your email marketing strategy to send your audience the content they’re most interested in. Send out a survey, and then segment your email to make sure each recipient gets the messages they want.
Want more information on reinvigorating your subscribers? Join us over in the Momentum Biz Vault!
In this PDF guide, we’re looking at different strategies for re-engaging unresponsive subscribers. It covers all the aspects of this crucial topic:
- Why are subscribers disinterested?
- What do they want?
- How can you renew interest in your emails?
- Why is segmenting important?
- How do you create a re-engagement email sequence?
- What if people want to unsubscribe?
Building an email list is only the first step to a successful email marketing strategy — it’s just as important to maintain your subscribers’ interest! With this marketing guide, you’ll have all the tools and advice you need to re-engage your audience.
Sound good? Join Momentum Biz Vault now and get ready to rock your email marketing! You’ll also get access to all past marketing guides, stock photos, customizable Canva templates, and professional templates for email sequences!