Are you wondering why some of your IT marketing email subscribers have fallen off the map? Maybe they’re no longer opening your emails, or they don’t engage with you anymore. If you have an inactivity email management program in place, you can find out more about which subscribers delete your emails before opening them and which ones open the emails, click your links and interact.
Do You Know Why Your Email Subscribers Stopped Reading?
Inactivity management helps you figure out why your subscribers aren’t opening your emails, so you can create an IT marketing strategy to win them back.
Asking yourself these inactivity questions can help you understand why your subscribers are dormant:
- How did the email capture plan disconnect from subscribers?
- Is there something wrong with your content IT marketing strategy?
- Are the emails actually arriving in your subscribers’ inboxes?
- Are your emails personal enough to build trusting relationships?
Many inactive management strategies involve segmenting subscribers according to their inactivity. A few examples of segmenting your emails are engagement, open rate, campaign response, and timeframe.
Once you define the answers to the inactivity questions, you can develop a reactivation plan.
How to Start a Win Back Campaign
Developing a successful win back campaign involves planning, implementing, measuring and optimizing your program. The following tips can help you win back your subscribers:
- Define inactive subscribers – This means defining the timeframe you consider as inactive. For example, if you send out weekly or monthly emails, an inactive subscriber might be someone who hasn’t opened your last five emails. On the other hand, if you only send out emails every other month, it could be over a year before you consider a subscriber inactive.
- Create targeted emails – Target your emails to individual subscribers and their needs. By keeping it personal, your subscribers will feel that you care about their problems.
- Catchy subject line – Create an attention-grabbing headline that’s clear and adds value. This is the first step to engage your readers. Focus on specific valuable words that make them want to continue reading. Also, check that your subject lines sound authentic. If you use the wrong wording, your email could end up in the subscriber’s spam folder.
- Add value proposition – Offering contests, discounts and other calls to action can re-energize your readers, giving them a push toward taking action.
- Survey subscribers – One way to find out what your subscribers want from you is to ask them. Include a survey in your reengagement email with an incentive for replying. This way, you can listen to the feedback and make the necessary changes.
- Suggest opting into specific emails – Analyze your subscriber segmentation list and offer the option of opting into emails of interest, rather than receiving every email you write.
Your IT marketing email campaign is essential for generating leads that convert. It takes a lot of energy and time to write emails that are noticed over all the other voices out there. Focus your efforts on nurturing your new subscribers and reengaging your dormant ones. If you can do that, you’ll generate more quality leads and sales.