The article discusses effective strategies to re-engage dormant email subscribers, focusing on a method used for a personal-care brand with 30,000 inactive subscribers. A separate segment for unengaged subscribers prevents confusion and preserves deliverability. The strategy emphasizes gradual engagement, starting with the most recently inactive users and maintaining standard deployment volumes to avoid deliverability issues. Compelling email copy, supplemented with personalized touches and exclusive promotions, is crucial for capturing attention and driving re-engagement without overwhelming the server.
If you can't offer promotions, inform subscribers of changes, such as new products or services, since this engagement can spur interest from dormant subscribers.
Instead, place them in a separate segment. When sending re-engagement emails, prioritize the most recently engaged subscribers.
Flooding your sending-server IPs with new traffic can set off deliverability alarms and harm other campaigns. Do not increase overall deployments by more than 10%.
Over 50% of the dormant subscribers ultimately re-engaged, proving that a strategic re-engagement campaign can revitalize subscriber interest and drive conversions.
#email-marketing #subscriber-engagement #re-engagement-strategy #marketing-best-practices #email-deliverability
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