A whopping number of emails hit your subscribers’ inboxes each day. With so much competition for attention, it’s inevitable that a percentage of your subscriber list will lose interest in and stop engaging with your email marketing campaigns. It may not seem like a huge deal, but as a great percentage of your list stops engaging, the greater the risk you run of damaging your sender reputation and your email deliverability rates.
So, how can you address this issue? By creating special re-engagement emails targeted directly at your “inactive” subscribers.
Re-engagement emails play a vital role in the email lifecycle
When done well, re-engagement emails can reduce list churn rates and boost incremental engagement. In terms of deliverability, re-engaging your inactive subscribers can enhance or at least help you maintain inbox placement rates for your emails. Often, if your overall engagement levels drop significantly, ISPs are more likely to consider you a low-quality sender, block, and make your engagement problems even worse.
So what does an effective re-engagement email look like? Here are 10 examples to inspire your next campaign effort.
10 Re-engagement Email Examples to Woo the Inactive Subscribers
This re-engagement email draws attention to the improvements in their products since the last subscriber engagement. They have tactfully highlighted how more than 5 million members are using their services. Social sharing buttons are clearly visible in the email footer -- hoping to push more engagement in other channels as well.
Animoto sends out a simple question: Do you still want to hear from us? Their focus is on allowing subscribers to update their email preferences through a prominent CTA button that directs them to a preference center.
We all love surprises. BirchBox makes use of that emotional instinct in their re-engagement emails. They provide subscribers with two interesting options -- a very rewarding way to re-engage!
Grammarly re-engages inactive subscribers by presenting them with a “Wrinkle in Time” badge. The prominent CTA button ‘GO’ tempts the users to use their service again. They also promote their premium version at the bottom of the email and hint at a special price as well.
Path is a photo-editing app that showcases all their new features to entice inactive subscribers. The ‘Update Now’ CTA stands out and drives engagements by pushing subscribers to update their app.
ReturnPath builds a brief background for the re-engagement and allows the subscriber to choose the types of communications they wish to receive. They demonstrate how the preference center works and end the email with two cute illustrations accompanied with related CTA buttons for options for engagement.
This re-engagement email attempts to feature everything that an inactive subscriber might have missed. They include a provision for the subscriber to adjust email frequency. And they don’t miss out on this opportunity to remind subscribers of their value propositions at the bottom (free express delivery, return policy, and customer service).
8. Urban Outfitters
This re-engagement email by Urban Outfitters is a perfect blend of humor and emotional appeal. It’s brand-appropriate, and likely stands out very well from their normal marketing emails.
9. Paul Mitchell
Paul Mitchell starts off their re-engagement email with an emotional ‘We hate goodbyes,’ informing the subscriber that it’s the last email to them. They include their products in a sad or worried face and drive readers prominently to a CTA to stay subscribed.
10. Asthma Foundation
Non-profit organizations can use re-engagement emails effectively as well -- especially when it comes to convincing previous donors to demonstrate their generosity once more. This email by the Asthma Foundation deftly illustrates asthma triggers and quickly goes into persuasion mode to get the subscriber to make another contribution.
Get ready to re-engage.
Subscriber inactivity is a fact of life. How you handle it makes all the difference. Take these subscribers as an opportunity to try new content and innovative approaches to see how you can bring your old customers back and get you new sales.
Originally published Dec 20, 2017 6:00:00 AM, updated July 12 2019