So what do you do when your old subscribers succumb to list fatigue? Should you write them off just like that? No, wait! All is not lost just yet. There are several ways to reactivate them and it’s worth your while to at least try something first before giving up.
1. Send out a value-laden reactivation email that could spark interest once more from your fatigued subscribers. This could be a special offer or discount from retailers, or a special white paper from B2B companies. Make sure it is something difficult to resist. Include an appropriate call to action and a link they can click on in order to opt in again. Also include clear instructions on how to unsubscribe.
2. Make sure that your unsubscribe process is simple, user-friendly and operational. Do not require more than two clicks, and do not require confirmation of the unsubscribe request. It is to your advantage to finally weed out those who really intend to disengage anyway. You will not have to spend further resources on them unproductively.
3. Possibly in conjunction with the first offer, or along with an entirely separate incentive, survey your fatigued subscribers on the reason/s for their inactivity.
4. With yet another incentive, urge your fatigued subscribers to update their profile regarding email addresses, demographics, interests, and format and content preferences. Consider sending the same invitation by way of postcards to fatigued subscribers with mailing addresses. This will help you make subsequent emails more relevant to them.
5. Maximize the information you harvest by analyzing your fatigued subscribers’ profile, demographics and reasons for inactivity.
6. Based on your analysis, adjust the content of your email newsletter or email campaign to drive your fatigued subscribers to take action once again according to your objectives. You may have to reclassify these subscribers into different segments and create specialized content targeted specifically to each segment.
7. Also based on your analysis, adjust the format of your email newsletter or email campaign, possibly using different formats for different segments of subscribers.
8. Experiment on new and more creative subject lines consistent with your new content and format. Make the entire package more dynamic and attractive.
9. Test your new email packages by sending them to special proof and seed lists for key domains. Check on the possibilities of your messages being filtered or blocked by certain ISPs or companies. Determine what causes such filtering or blocking. These may be triggered by your email images, content or even subject lines. Make the necessary readjustments.
10. Try changing the days or times when you send out your email and check the effect of these changes on your subscribers.
11. Based on the response from your fatigued subscribers, reclassify each one to “active” or “inactive.” Doing this regularly keeps your list up to date and efficient.
12. Differentiate the frequency of your email distribution to newly reclassified active and inactive subscribers. Send out email more frequently to active subscribers to keep them engaged. To control the cost and return on investment of your campaign, though, lessen the frequency of your messages to the inactive segment but do not leave them out totally.
Do not allow your email list to be heavily laden with fatigued subscribers. This is tantamount to sending out costly email to limbo. Streamline your list to keep it lean and mean and effective for your campaigns.