3 Effective Ways to Re-Engage Your Email List
What should you be growing this year? Is it your Instagram followers? Is it your Pinterest pins? Or maybe Clubhouse.
The answer is very different. Indeed, most people right now are realizing the power of growing their databases. At first, I will be honest; it made me slightly upset because I talked about growing an email list for over seven years.
At first, nobody wanted to hear about it; everybody was too focused on social followers. However, despite being a touch upset, I’m also relieved that people’s mindsets are shifting. While still growing a dedicated following, we’re now looking to foster our databases as well.
However, as many people are now encouraging you to grow your list, I want to give you some food for thought about ways to re-engage with your email list.
A list that is not engaged is a list that doesn’t open your emails, doesn’t click on your CTAs, and doesn’t buy from you. Your overall deliverability rate will be negatively affected if your list is not engaged: as you can well imagine growing a healthy list is critical.
“Email deliverability is the ability to deliver emails to subscribers’ inboxes. Some marketers use to gauge the likelihood of their email campaigns reaching their subscribers’ inboxes related to actual delivery–like ISPs, throttling, bounces, spam issues, and bulking.” (Campaign Monitor, 2019)
What can you do to improve your deliverability? You want to make sure that you understand how you can re-engage with your subscribers every once in a while.
I want to give you a couple of ideas that you can implement for yourself.
Segment your list
I cannot stress it enough. It’s essential to segment your audience because this will be the first way you can better re-engage your email list. By segmenting people better, you will send them emails that tap into their specific needs.
Remember, emails are personal relationships at scale.
Segmenting is incredibly powerful (see MailChimp’s stats), and it allows you to take a more personalized approach.
There are a variety of ways that you segment your list.
- You can start thinking about location, a simple way to start breaking down your list. Think about whether location is crucial to you, or is there any other thing that differentiates your audience, and it’s fantastic.
- Demographics can also be common, including age, family status, or gender.
- Finally, you can also start segmenting based on interests based on tagging.
There are countless ways to segment your list; the bottom line is that you want to send fewer emails to the overall people you have subscribed to.
People are more likely to open an email that speaks to their location, interests, or current wants and needs. Overall, you should segment your list first, so make sure you do that before jumping into the next steps.
Offer exclusive newsletter-only content
You segmented your list; well done! It’s now time to work on the next step. Create an email that has a sense of urgency by offering them exclusive content.
In a way, people in your database are still part of our community, and giving them something unique makes them feel appreciated. As a bonus, you encourage them to open your email. In email marketing engagement is often calculated as open rates, and click-through rate.
Creating a specific freebie or a different perk that only your newsletter subscribers can access can be a great way to incentivize them to open and click-through your email: every two months, we release a digital magazine only newsletter subscribers can access.
That helps us boosting engagement by creating an appointment for them.
Question prompt: what can you make, or what can you offer that will be only exclusive to your audience?
We send our magazine every two months. That might be a bit too much for you to create. However, if you’re already making a new lead magnet for new subscribers, you could send this new video, worksheet, or magnet also to your current list as a thank you.
Run a subscriber-only competition
The great thing about engaging with your list is that you’re also fostering loyalty. When it comes to engaging your list, the last step is to run a competition; something I learned from our friends at SparkLoop.
Entering a competition will give your subscribers a way to engage with you and grow your email list as well, which is a great double whammy. I recommend partnering with other people to give them some incentives to create some very exciting giveaways.
We run this every three months, and I can see the positive effects for newsletter growth; as a bonus, more people will open and click on the email newsletter, which means you will foster engagement.
You can do this manually if you want. We currently use SparkLoop at Creative Impact because it’s the best way to do this automatically.
When it comes to investing in a new tool, think about how significant and relevant your list’s growth is and whether it is a worthwhile investment for your company.
Bonus: clean up your cold subscriber list
Platforms define cold subscribers as those who have been subscribers for at least 30 days but have not opened an email in 90 days.
No matter how engaging your content is, some subscribers will lose interest over time. It’s so important to have a plan of action for those people.
Pro tip: Create a segment for cold subscribers, which you can then remove when people click on your breakup email.
You could delete all of these subscribers, but chances are there are people in here that are falsely tagged as being cold. That’s because all email marketing providers determine opens based on whether or not a 1px transparent image was loaded in an email.
If someone has been reading all of your emails but has images disabled, they will show up as cold — even though they aren’t.
Next, you want to send an email to all of your cold subscribers to give them a final chance to stay on the list before deleting them.
Hey XYZ, I want to make sure that I’m only sending emails to my readers who are getting much value from them. So I’m removing everyone who isn’t engaged from my list. My stats show that you fall into that category… Is that true? If that’s true, no hard feelings. I get it. Inboxes are overflowing. If so, no action is required.
You’ll get removed sometime next week. But if you’re freaking out right now thinking, “Wait! I love your emails!” then click the link below to stay on my list.
Plenty of people will click that link to say that they’re engaged, and that will help you turn these people from “cold subscribers” to engaged ones.
There you have it, three exciting ways to engage with your email list.
- Segment your list
- Run a subscriber-only competition
- Offer exclusive newsletter-only content
Don’t forget that having an engaged list means more people will open your emails, click through your emails, and better receive their emails, thanks to improving deliverability, better engage and interact with yourself and what you have to offer.
Don’t underestimate the power of refining and nurturing your list because it will pay dividends in the long run.
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