Wake-Up Those Sleeping
If you have an email list, it’s likely that you have many subscribers who don’t click on anything, open the emails, or answer calls to action.
While this isn’t really a big problem most of the time, if you have a big list, having hangers-on who don’t unsubscribe but who don’t engage with you can be expensive.
Many newsletters charge a set fee for a certain number of subscribers and then the fee goes up if you go over that amount.
Sometimes the increments can be rough, if you go over by one, and now are in the next level, yet you have 100 or more inactive subscribers it can be a hard pill to swallow to keep paying that monthly fee.
Sometimes it’s your own fault that you have inactive subscribers who won’t open or click anything in your emails. If your emails are boring, don’t match your audiences needs, too frequently promotional for the same items, are badly written, and you send too many images you might try out some different types of emails that are more targeted before doing anything drastic.
Other times, it’s a product of readers having been on your list a long time and their interests having changed so that they no longer care about your information. Even an interested reader may have filtered your newsletter into a folder and completely forgotten about you!
You want to be focused on building a high quality list that makes, rather than costs, you money.
There are ways that you can clean your list, you can simply delete people who aren’t active, and you should especially if you notice that everyone from a certain domain name is not active, or you can do something to try to get their attention. It’s a good idea to try something to shake them up. If none of this works, unsubscribe them.
Here are a few ideas to help you get their attention and create some action on your emails.
First, chose a time period in which you consider the subscribes inactive such as six to nine months and segment the inactive subscribers from your active ones so that you don’t do anything to offend your engaged audience. Next create a plan so that for those who do engage positively they get put back in your normal active segment. Those who do not stay put in the inactive segment so that each email can get ever increasingly serious until finally, you tell them it’s their last chance to act or they’ll be unsubscribed. Then stick to it.
You want to send very targeted special offers, sent at varying times to see if this gets any movement in this group. If you do, they go back to the active subscribers list before you send the next email.
While every list is different, here’s an example of applying a modified version of the “4 Day Cash Machine” email series to inactives to attempt to jar them into activity before unsubscribing them.
Another idea is to try asking subscribers to answer a survey to find out if you’re offering them the types of products, services and information they thought they would get when they subscribed. Create keyword rich titles that are very targeted to the group to encourage opening. (you should do this all the time!)
For those who answered, some may choose to unsubscribe and some may indicate they would like to stay on the list.
Want to learn more about list building? Check out “Build Your List Big“.
Remember that unsubscribes are not a personal offense. Many people unsubscribe when they are overwhelmed or at different places in their personal life. Always stay gracious to unsubscribers and you may regain some of them in the future.
~ Kim ~
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