- [Instructor] A whopping number of emails
hit your subscribers' inboxes every day,
and with so much competition for attention,
it's inevitable that a percentage of your list
will stop engaging.
It's called churn rate, and it's a big deal
if you think about the fact that each email in your list
represents a person, in business terms, a customer,
and 80% of your future revenue
will come from just 20% of your existing customers.
It's about more than retaining the people on your list, too.
When your engagement levels drop significantly,
service providers are more likely to flag your emails
as coming from a low quality sender and block them,
making your engagement problems even worse.
But one thing to remember is this.
Disengagement is not the same thing as an unsubscribe.
The process of re-engagement is an opportunity,
more than one opportunity, in fact,
and if done well, re-engaging can help reduce
the churn rates and improve your overall list engagement.
If nothing else, re-engagement emails
can help you clean your email list.
It can be hard to see your list deflate,
but try to think about this a different way.
A smaller list that's committed
is better than a large list that takes up resources
and doesn't give you any results.
Engaged subscribers are more valuable than you might think.
Research shows that engaged subscribers buy more.
They are also more likely to recommend your business
to family and friends,
and they'll publicly defend you on social media
if someone else complains.
That's real social proof.
Before we get into how to write
and optimize re-engagement emails,
let's take a quick look at some metrics
that you should and should not use
to assess your engagement.
The metrics that are useful for measuring engagement
are open rates, click-through rates, and revenue generated.
If your subscribers are sharing your emails,
that's also good social proof as well.
Metrics that are useless for understanding engagement
are subscriber counts, list growth, and the rate of growth.
While everyone wants their list to grow,
it's a quality over quantity thing.
You can always get new subscribers any time,
but are those subscribers useful?
So how do you re-engage inactive or disengaged subscribers?
The best way is to find out why they went away.
Maybe they don't know they disengaged,
they just haven't thought about you for a while,
or maybe things in their lives have changed.
Depending on what you're offering,
they may no longer need it,
and in some cases that's a good thing.
Sometimes they're just plain getting too much email,
and they need to calm it down a bit.
To find out why, you can launch some emails
to give them the chance to re-engage.
Give them some information
that helps you create more relevant content for them,
or ask them to leave the list.
The ones that don't respond, delete them,
and focus on the ones that do.
The next step in a re-engagement email series
is to give them a reason to become active again.
Some of the best ways to do this are through polls,
promo codes, and even competitions.
And these don't have to be spammy emails, either.
Those will get spotted in an instant.
The example shown here wins major points
for reminding customers why they're on the list.
People have a lot of concerns these days about privacy,
so being transparent can make them feel good
about interacting with you again.
How you handle subscriber inactivity
can make all the difference for having a healthy email list.
Re-engagement email is about giving your subscribers
the control, asking them the questions,
and listening to their responses.
Give them things to click and do with your email,
and when they think you email them too often,
slow down the pace.