3 Ways to Reactivate Old Email Addresses
Got a database full of "dead" email address? People who've just never opened your messages? Bring them back to life using one of these 3 reengagement strategies for email.
1. Ask them to re-register with you, and give them a good reason.
It's always a good idea to give people one last chance before you dump them from your email campaigns for good. But if they've simply grown bored with your emails, offering them more of the same might not be the best way to reengage them.
So what else can you offer that's of value to your readers?
Consider a shorter campaign to reintroduce them to your mailings. Invite your list to sign up for a 6-part email series on an interesting topic like:
"6 Things You Need to Understand about Health Insurance"
"6 Things You Don't Know (But Should) About Health Insurance"
These "teaser" emails build suspense and anticipation. At the end of the series, the logical conclusion is that you're an expert advisor who can help them with their insurance needs.
After you've sent all 6 emails, invite them to subscribe to another teaser mailing. Or, now that you're reacquainted, ask them if they'd like to sign up (again) for your ongoing monthly e-newsletter or mailing.
At this point, let your readers know that they must take action to continue receiving emails from you. If they do nothing, they'll cease getting future emails.
2. Ask them what you can do better.
Maybe you're sending emails too frequently. Maybe your content is off the mark for a certain segment of your list. Whatever their reason, you can try to get valuable feedback from those who've stopped opening your messages.
Whether you go with strategy 1 or 2, craft a compelling subject line to get these inactive people to open your email again. Some suggestions:
Was it something I said?
XYZ Newsletter - Still Interested?
Action required: Keep Getting the XYZ Newsletter
Invite: XYZ Newsletter Wants You Back!
3. Postcard campaign for all those "bouncebacks."
Do you have physical addresses to go with those unused or abandoned email accounts? Create a postcard mailing inviting them to re-opt into your list.
Again, you'll need to come up with a compelling reason for them to visit you online and update their email address with you. Consider offering a token "Welcome Back" gift card to Starbucks, or a coupon to a local business you have a relationship with.
No response to either your re-opt in email or postcard campaigns? It might be time to say goodbye to these folks and remove them from your list for good. After all, stubbornly inactive addresses aren't interested in your messages. And continuing an unwanted dialog puts you dangerously close to spammer territory.