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On average, email lists lose about 25% of their subscribers each year due factors such as subscribers changing email providers, subscribers changing jobs, or subscribers simply opting out of their lists. In addition, there’s a large percentage of subscribers that simply ‘disengage’ over time. This could be caused by any number of factors including: ? No longer interested in the topic ? No longer interested in emails from YOU ? Are missing your messages in the mix of all their other email ? Not seeing your messages (Messages not going to the inbox at all) ? Manually clicking the spam button or filtering you OUT of their inbox These are the people that you need to pay attention to. For one, if you continue to mail to these subscribers indefinitely, you may well see an impact on your email sender reputation and more of your emails will wind up in the spam folders or rejected altogether. So, how do you re-engage these subscribers before they impact your overall email program? There are 5 simple steps for setting up and email re-engagement campaign. 1. Choose a cutoff date (3-6 months is a good guideline) 2. Segment into smaller groups (consider products purchased, webinars registered for, etc.) 3. Develop your campaigns paying careful attention to subject lines. 4. Track your results to determine who should be removed from your list permanently. 5. Repeat! Once you’ve setup your first email re-engagement campaign, continue to split test (and reuse) the campaign every 2-3 months or, better yet, automate it as part of your follow up sequence. For more detailed information on setting up email re-engagement campaigns, visit http://www.emaildelivered.com/email-marketing/email-re-engagement where you can download the complete report, infographics, and videos on email re-engagement. Heather Seitz is the co-founder of http://www.EmailDelivered.com, an email solution that is designed to help online marketers improve their email delivery rates and gain more control over their email marketing. Attention Readers, Publishers, Editors, Bloggers and Marketers: You may republish or syndicate this article without any charge. The only thing I ask is that you keep the newsletter article or blog post exactly as it was written and formatted, with no changes. You must also include full publication attribution and back links as indicated. This information has been provided by http://www.EmailDelivered.com and written by Heather Seitz. To find out how you can increase your email deliverability, visit http://www.emaildelivered.com/email-marketing/email-re-engagement/) Don’t forget to sign up for the EmailDelivered Pulse newsetter for articles, tips and recommended resources related to email marketing and email deliverability.
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