Would you like to have a 5% to 10% response rate on email confirmations from inactive users? If your answer is yes, continue reading. Inactive subscribers generally make up the majority of email marketing lists. These are people who either have somewhat lost interest in your mailings, archived or filtered your message, or even forgot about your messages. Fortunately, inactive subscribers can be successfully remarketed to again with the correct email strategy.

Your re-engagement campaign creative should be straightforward, with one goal in mind – to spark the reader's interest to come back and engage with your content again. It isn’t necessary to send them an elaborate design that is loud or too fancy. The purpose is simply to ask subscribers if they are still interested in what you have to offer. You can offer them an incentive, such as a discount coupon, if you think it will help to entice them to come back and stay engaged with your emails.

Remember, they are inactive for a reason. More than likely they lost interest in your mailings, either due to the content or a change of mind. If a subscriber changes their mind about your newsletters, there isn’t much you can do. But with the subscribers who have lost interest in regards to content, you can do something about that.

Plan your re-engagement campaign strategy over a one to two-week period, depending on the size of your inactive list. The reason for this is to closely monitor the reporting and effectiveness of the campaign. If you split the re-engagement campaign into three separate mailings spread out over a two-week period, you will have a better understanding of the response rate. After each mailing, you should be able to see updates to your membership counts.

When the second round of the campaign is completed and you have gauged the confirmation rates, the last step is to send out the final campaign message. The final message should have different content and subject line. Remind the subscribers again about the value of re-opting-in to your mailing list. Also let them know that this is the last reminder you will send before removing them from your list, and provide a clear deadline.

Note: it's important to stay true to your word - remove all addresses from your list that have not re-opted-in by the deadline date. Cleaning your list in this way will protect your sender reputation and improve your email deliverability.

If you have any specific questions about this blog post or email marketing best practices in general, feel free to leave a message in the "Comments" area below so I can reply to you.

For more information read: 12 Tips To Re-Engage Your "Inactive" Recipients 

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