In this article, Morgan Stewart shares some tips on how to use re-opt-in campaigns to verify email permission and reengage unengaged subscribers on your list.
Unengaged subscribers result in lower response rates and wasted marketing dollars. Re-opt-in campaigns are useful for cleaning old or unengaged subscribers off your list by confirming which subscribers want to continue receiving marketing emails. This results in a healthier list and increased return on investment.
Based on his experience with these kind of campaigns he lists 4 best practices:
- Be clear in the subject line. These campaigns tend to be targeting subscribers who have not responded in a while, so breaking the mold with concise, straightforward, or even provocative subject lines help get people to open the email.
- Restate your value proposition. A concise restatement of what your subscribers can expect reminds them of what you are all about — and what they will miss if they do not confirm their email subscription.
- Use "yes" AND "no" options. By including that NO option, you will actually get more people to click YES.
- Send a second request. In Morgan's experience second requests to non-responders consistently get nearly the same number of opt-ins as the first, so failing to do so could have a material impact on the success of your campaign.
Read the full article here and don't forget to read the comments as well!