Email subscribers come and go. 6 Tips to Re-engage Email Subscribers A/B test subject lines. Subject lines entice recipients to open the email. For dormant subscribers, try new subject lines with alternative messages. To do this, take a group of subscribers that have not opened or clicked an email in, say, six months. The subject line for one group, for example, might be a date-sensitive offer while the other may emphasize a percentage off. Identify the winning subject line — either the most opens or the most clicks — after the campaign is complete. New offer or incentive. Subscribers can become dormant for reasons other than not being interested. (Roughly 70 percent of email opens in the U.S. occur on mobile devices.)
Email subscribers come and go. Some are active. They open, read, and click every email. But few stay active indefinitely. Many eventually become dormant and no longer respond.
In this post, I’ll review six tips to re-engage these dormant subscribers.
6 Tips to Re-engage Email Subscribers
A/B test subject lines. Subject lines entice recipients to open the email. For dormant subscribers, try new subject lines with alternative messages.
To do this, take a group of subscribers that have not opened or clicked an email in, say, six months. Divide these subscribers into two equal sub-groups. Send an email with plainly different subject lines for each sub-group. Keep other aspects of the email identical.
The subject line for one group, for example, might be a date-sensitive offer while the other may emphasize a percentage off. Identify the winning subject line — either the most opens or the most clicks — after the campaign is complete. Then implement similar messaging for other dormant groups.
Try a new “From” line. The “From” line is often overlooked as an important element in subscriber response. On mobile devices (which are increasingly dominant), the From line is more prominent than on desktop clients. Sometimes changing the From line even slightly can generate new responses.
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