An Easy Email Tactic That’s Acquired £5,000+, Transforming Dormant Subscribers Into Customers

Activate Newsletter Subscribers Who Haven’t Yet Converted With Easy Email Automation

Edwin Plotts
4 min readAug 20, 2017

Quick note:

I launch 40 to 50 impactful growth experiments every month for a diverse range of businesses — from B2B SaaS to B2C E-commerce and everything in between (via


I’m selecting my top experiments and strategies to share with you a few times a month.

You‘ll likely find these are worth testing for YOUR business too.

Each post will fall under one of three categories:

  1. Use Of Data: Prime examples of how to leverage your data to drive growth strategy
  2. High Impact: Tactics that proved to really move the needle — big wins
  3. Innovative: Out-side-the box ideas you probably haven’t thought of

Let’s dive right in…

High Impact

Activate Newsletter Subscribers Who Haven’t Yet Converted With A Simple Email Drip


How many of your newsletter subscribers have been receiving your emails for months and still not converted?

To find out, create a segment in your email platform to filter for ‘purchases=0’. Include a filter for subscribers added before a specific date (i.e. 4–6 months ago). If you’re using MailChimp, click into your list and select ‘Create Segment’:

Looking at one of my UK client’s subscriber data I found that 37% of their newsletter list had never purchased AND yet have been subscribed for at least 6 months!

Clearly they were leaving money on the table here.

I set up a simple email drip to trigger on subscribers who haven’t purchased in the last 6 months.

The goal was to increase monthly email revenue by at least 20%, while breathing new life into our subscriber base.

As shown in the image above, the Automation flow was set to trigger on a subscriber after 120 days of no purchases.

The email itself was highly personalized, leveraging ‘merge tags’ and dynamic product recommendations paired with a small discount offer.

*NOTE: Merge tags and dynamic product recommendations are very easy to set up in MailChimp, especially if you use their E-commerce integration

A second identical email (with a different subject line) was set to trigger on any subscribers who did not open the first email after 7 days, ensuring that the automation had maximum impact.

  1. Email 1 Subject: A special treat from treat from us to you
  2. Email 2 Subject: Just for you :)

How did it perform? It was a great success!

The email drip initially saw a 2.49% conversion rate which brought in £1,877 for the month.

This was a big win because created a system that will continue to squeeze out value from dormant subscribers who might otherwise be lost causes, increasing email revenue by over 400%.

Since identifying the successful traction in this automation, it’s continued to purr bringing in over £5,000 in just 3 months and change!


Activating dormant subscribers with personalization and an incentive is a powerful way to maximize the value our your email list.

Moreover, by increasing the overall percentage of purchasers on your list you open up new avenues for prospecting — namely email acquisition.

i.e. If your average order value is $200, and on average 40% of those that subscribe to your newsletter purchase…then Facebook Lead Ads start to look like a very juicy option for scaling your email performance. ;)

*NOTE: Pass this post onto your digital marketing friends to help them jump on an easy win :)

*Interested in business growth strategy? Drop by

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Edwin Plotts

director of growth at | rescue/foster parent with flatbushcats | cat dad to greyson & babs