Winning back inactive subscribers in 7 steps
Aug 18, 2009
Your inactive subscribers don’t necessarily represent dead wood, uselessly clogging up your database. They are past and future customers who were once engaged with your program.
Chances are, it will cost you less to reach out and re-engage with these subscribers than it will to acquire new ones, so don’t leave good money on the table.
In this article, Margaret Farmakis provides these simple steps to win them back:
Step 1: Dive into your data and find out what portion of your database is inactive and how many non-responders you have.
Step 2: Break the inactive segment into smaller sub-segments. You’ll need to create a win-back strategy for each.
Step 3: Test a variety of content and offer strategies. Some subscribers will respond better to discounts, others to information on new products.
Step 4: Make sure you recognize their inactive status with a special headline in the creative and a customized subject line that lets them know you want them back.
Step 5: Track your performance metrics to learn what’s worked and what hasn’t.
Step 6: Next, remove persistent non-responders from your database. If you’re not quite ready to make the cut, consider sending out a final re-permission message. This email should clearly state that the subscriber hasn’t been opening or clicking on your messages. Include a link to reconfirm that they would like to remain on your file. Be clear about how long they have to reconfirm and what will happen if they don’t; you’ll then be able to take the final step and remove them from your database.
Step 7: Take proactive steps to identify and reach out to your non-responders in the future. Create triggered messages that will engage with your inactive segments on a methodical basis, ideally after a defined period of time. If the subscriber hasn’t opened or clicked in 30 days, send them your win-back offer. If a customer hasn’t made a purchase in three months, send them a special incentive to get them shopping again.