#60: 8 Examples to Charm & Win-Back Inactive Subscribers

Mar 10, 2019 | Marketing / Automation

There’s an oft-cited stat that database decay is about 25% per year, meaning a quarter of your list goes bad every year. But that stat from Marketing Sherpas is from 2001! Nowadays, it’s more like 30%. And if you are in the tech industry, it can be as high as 70% as people move jobs more often.

That’s a large chunk of your list! And, as we talked about last month, having inactive subscribers on your list is asking for spam complaints not to mention it may be costing you money as some list managers charge you by the subscriber count or how many emails you are sending. And if those emails aren’t getting read, what’s the point?

On the other hand, forever does not exist. Your customers and those on your list will get tired of you eventually.

Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career, here comes the silver lining: Not all disengaged subscribers are lost causes.

There are still a bunch of ways to win them back. Besides, you already won them over before. Right?

In a nutshell, re-engaging them is only a matter of figuring out what they liked about you the first time. To re-engage your email subscribers, you will need to look for ways to spice things up. So, how do you do that?

Simple. Send them your best “win-back emails.”

In this quick video, I share 8 email examples of how to charm and win back inactive subscribers.

According to Marketing Sherpas, can claim up to 25% of your list every year. Up to a third of your subscribers will never open your emails, much less click on your call to action. That’s a large chunk of your list!

And, as we talked about last month, having inactive subscribers on your list is asking for spam complaints not to mention it may be costing you money as some list managers chare you by the subscriber count or how many emails you are sending. And if those emails aren’t getting read, what’s the point?

On the other hand, forever does not exist. Your customers and those on your list will get tired of you eventually.

Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career, here comes the silver lining: Not all disengaged subscribers are lost causes.

There are still a bunch of ways to win them back.

Besides, you already won them over before. Right?

In a nutshell, re-engaging them is only a matter of figuring out what they liked about you the first time. To re-engage your email subscribers, you will need to look for ways to spice things up.

So, how do you do that?

Simple. Send them your best “win-back emails.”

These are emails that you would send to someone who has been inactive. Check out last month’s videos in which I talk about how to identify these people. It could be someone who hasn’t opened up an email in 4 months or a year or someone who hasn’t purchased in six months. You’ll need to set up your own system to identify them.

These are meant to quickly remind your subscribers of what you do or offer and there are many ways to do this. I’m going to show you some examples.

Animoto – I like this because it’s a little passive, non-threatening and sends them to your preferences center without having to make a hard yes / no decision. Same with JetBlue.

Urban Outfitters – this is a great example of knowing your target audience. If your customers are the texting generation, this is really going to appeal to them.

Birchbox and Basil Tree offer a surprise coupon and who doesn’t like surprises?

I love Grammarly’s reminder because it does use the badge concept, it’s funny, and it has a super clear call to action.

David Lloyd uses the emotion card.

But my all-time favorite is the unsubscribe video: https://youtu.be/Lt8p0_Cp76c

Did you enjoy this episode and want to put it into action? Grab this planner!

Subscriber Re-Engagement Planner

$10.00

It happens to the best of us: we have great plans and intentions for growing our businesses and we vow to email our subscribers regularly; but then life and/or business events get in the way and those awesome plans are forgotten or given a lower priority. Whatever you do, don’t condemn yourself or consider this an epic failure. The beauty of being human is we’re allowed to make mistakes and there’s always a way to start over again.

This planner walks you step by step to re-engaging with your subscribers.

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