How Agencies Can Re-Engage Inactive Email Subscribers

Agencies often face a common problem: a large list of email subscribers who no longer open or click their emails. These "inactive" subscribers can hurt your email program. They make your emails look less important to email providers, which can lead to more of your messages going to spam folders. This guide will show you how to find these inactive subscribers and get them interested again, helping your agency improve its email deliverability and overall engagement.

Why Inactive Subscribers Are a Problem

Think of your email list like a garden. If you have many dead plants, the whole garden looks unhealthy. The same is true for your email list. When a lot of people don't open your emails, email providers like Gmail or Outlook notice. They might think your emails are not useful. This can cause your emails to be sent to the spam folder for all your subscribers, even the active ones. This is called poor deliverability.

Also, sending emails to people who don't care costs money and resources. It's better to focus your efforts on people who want to hear from you. Cleaning up your list and trying to re-engage inactive subscribers helps you send emails more effectively and get better results.

How to Find Your Inactive Subscribers

First, you need to figure out who is inactive. There's no single rule for this, but a good starting point is anyone who hasn't opened or clicked an email in the last 90 days. Some agencies might look at 6 months or even a year, depending on how often they send emails.

Here's how to identify them:

• Define "Inactive": Decide what "inactive" means for your agency. Is it no opens in 3 months? No clicks in 6 months?
• Segment Your List: Use your email platform to create a group (segment) of subscribers based on this definition. Most email tools let you filter subscribers by their activity.
• Look for Patterns: Do certain types of emails lead to more inactivity? This might give you clues about what content isn't working.

Once you have this list, you can start planning how to reach out to them.

Strategies to Re-Engage Your Dormant List

Getting inactive subscribers back involves a few steps. It's like trying to restart an old friendship. You need to remind them why they joined your list in the first place.

1. The Re-Permission Campaign

This is a series of emails designed to get inactive subscribers to say, "Yes, I still want your emails!" It's a direct approach.

• Email 1: The "We Miss You" Email:

  • Subject Line: "Are you still interested?" or "We miss you! Update your preferences."
  • Content: Briefly explain that you've noticed they haven't been engaging. Ask if they still want to receive your emails. Provide a clear button to click to "Stay Subscribed" or "Update Preferences."
  • Offer: You can offer a small incentive, like a helpful resource or a discount, but don't make it the main focus.

• Email 2: The "Last Chance" Email (if no response to Email 1):

  • Subject Line: "Your subscription is about to expire..." or "Don't miss out!"
  • Content: Remind them that if they don't click to confirm, you'll remove them from your list. Be clear about what they will miss (e.g., updates, tips, special offers).
  • Action: Again, a clear button to "Keep My Subscription."

• Email 3: The "Goodbye" Email (if no response to Email 2):

  • Subject Line: "Goodbye for now..." or "We've unsubscribed you."
  • Content: Inform them that they have been unsubscribed. Offer a link to easily re-subscribe if they change their mind later. This is important for a good user experience.

Subscribers who don't respond to any of these emails should be removed from your active list. This sounds harsh, but it improves your deliverability and ensures you're only emailing people who want to hear from you.

2. Content-Based Re-Engagement

Sometimes, people become inactive because the content isn't hitting the mark. Try sending different types of emails to see what sparks their interest.

• Personalized Content: Can you send them content based on their past interactions? For example, if they downloaded a guide on SMS marketing, send them an article about advanced SMS strategies. Tools like a connected agency platform can help you track these interactions and create targeted segments.
• New Offerings: Announce a new service, a free webinar, or a valuable resource. Something fresh might catch their eye.
• Surveys/Feedback: Ask them directly what kind of content they'd like to receive. "What can we do better?" This shows you value their opinion.
• Highlight Benefits: Remind them of the value your emails provide. Are you sharing industry insights? Exclusive tips? Make that clear.

For more ideas on crafting effective email content, check out our guide on setting up automated email follow-up sequences.

3. Change the Channel

Email isn't the only way to reach people. If email isn't working, try a different approach.

• SMS Marketing: If you have permission to send text messages, a short, personal SMS can sometimes cut through the noise. Ask them to check their email for an important update or offer. Remember to always comply with messaging regulations like those from the FCC or Twilio's A2P 10DLC requirements. Always verify current requirements with your provider or legal counsel. For more information, see the Twilio A2P 10DLC overview.
• Social Media Retargeting: If you have their email address, you can often use it to create a custom audience on social media platforms. Show them ads that remind them of your brand and encourage them to re-engage with your email list.
• Direct Mail: For a very valuable segment of inactive subscribers, a physical letter or postcard can be a powerful way to stand out.

What to Do After Re-Engagement (or No Re-Engagement)

For Re-Engaged Subscribers

Great! These subscribers are now active again. Make sure to keep them engaged with valuable content. You might even put them into a special "re-engaged" segment for a few weeks to monitor their activity closely.

For Unresponsive Subscribers

If subscribers don't respond to your re-engagement efforts, it's time to remove them from your main mailing list. This is crucial for maintaining good deliverability.

• Remove or Suppress: Move them to a "suppressed" list or completely remove them. This means they won't receive future emails.
• Don't Delete Forever (Yet): Keep their contact information (separate from your active email list) for a while. You might want to try re-engaging them through other channels in the future, like a specific social media campaign or even a phone call if appropriate and permitted.
• Analyze and Learn: Look at the characteristics of the subscribers who became inactive. Was there a common sign-up source? A type of content they didn't like? Use this information to improve your future email strategies and prevent new subscribers from becoming dormant.

a connected agency platform's CRM features allow agencies to manage contacts across different channels, making it easier to segment and track who is active or inactive across email, SMS, and calls. This holistic view helps you make informed decisions about your re-engagement strategies.

By regularly cleaning your list and trying to re-engage inactive subscribers, your agency will have a healthier, more effective email program. This leads to better open rates, click-through rates, and ultimately, better results for your clients.

To get started, define your inactive segment today and plan your first re-engagement campaign. Consistent effort in list hygiene will pay off in the long run.