2. Overview
• It is evident as an email marketer that you will have recipients on your
email list that have never engaged with your emails, or those that have
stopped doing so.
• However, not many email marketers are doing anything about their lists
disengaged population.
• But there is a reason they have become disengaged, and implementing a
re-engagement strategy will only boost your engagement metrics by
removing those no longer interested in what you are sending.
PAGEDISENGAGED USERS: OVERVIEW 2
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4. Segment
Determine who your target audience will be for re-engagement strategy.
• Define who your disengaged users are--> ex: subscribers who have not
engaged in your emails in the past 6 months.
• This will be your target group for re-engagement.
• Epsilon notes that the average email list has 43.6% 12+ month non-
engagers.
PAGEDISENGAGED USERS: SEGMENT 4
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5. Communicate
Examine your past communications with subscribers to gather intel, and
make sure no best practices were skipped over.
• Look back --> How did they opt-in? Why did they opt-in? What had they
clicked on?
• Make sure you are not SPAM
• Maybe you didn’t introduce yourself properly...
PAGEDISENGAGED USERS: COMMUNICATE 5
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6. Re-engage
Re-ignite interest in your inactive list by sending them a special
message.
• Let them know they’re missed and you want them back with a subject
line that says just that.
• Include a special offer, invitation or incentive, such as discounts, access
to free information, samples or free shipping.
• Be sure to provide a prominent unsubscribe link for the people who
really are no longer interested in receiving your communications.
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7. Strategy for Re-engagement
Choose a re-engagement strategy to implement:
• Incentivized win-back strategy --> coupon, discount, special offer
-Ex: remind subscribers of their last open/click and provide a special
offer
• Survey/preference control --> let subscribers know you care and that
they control their subscription
-Ex: provide opportunity to update email preferences such as frequency
of emails, offer alternative ways to connect
• Emotional --> “We’ve missed you!” “Where have you been?” “Let’s catch
up!”
• Always test subject lines
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8. Remove
At the end of a reengagement program, there should be two distinct
groups--those that reengaged and those that did not.
• Send final newsletter to those who did not re-engage --> “By not
performing an action, you will be removed from the list.”
• Eliminate disengaged contacts from your list.
• Practice regular subscriber list maintenance through re-engagement
emails and eliminating disengaged.
PAGEDISENGAGED USERS: REMOVE 8
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9. Some Stats...
• Win-back email: Subject: "We miss you - please come back!"
◦Re-engaged 8.33% of CNET’s user base (Inactives were identified as anyone who had not
opened or clicked on an email in the last 120 days)
• First list-cleansing email: Subject: "Want to keep getting emails from CNET?"
◦9.24% open rate
◦3.67% click through
◦Re-engaged 6.35% of the inactive user base
• Second list-cleansing email: Subject: "Want to keep getting emails from CNET?"
◦5.36% open rate
◦2.37% click through
◦Re-engaged an additional 2.22% of the inactive user base
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10. Keep List Engaged
To keep engagement metrics up, a healthy engaged subscriber list is
necessary, so regularly cleanse your list with a re-engagement process.
• Always follow best practices
• Don’t overwhelm with too many emails
• Send special offers regularly
• Use a survey in a newsletter and promise results in the next email
• Ask why people are unsubscribing to gather feedback
• Provide a convenient change of address link
• Have an annual subscription renewal process
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