In the fast-paced world of email marketing, maintaining a healthy subscriber list is paramount. However, what many marketers fail to realize is that sometimes, letting go of certain subscribers can actually be a strategic move. In this blog post, we’ll delve into the importance of reengagement strategies, the inevitability of unsubscribes, and why it’s crucial to recognize when it’s best to bid farewell to certain subscribers.
Understanding Reengagement Strategies
Reengagement strategies are the lifeline of any successful email marketing campaign. They are designed to rekindle the interest of subscribers who have become disengaged or inactive. Whether it’s through targeted offers, personalized content, or simply reaching out to ask for feedback, reengagement strategies aim to reignite the spark that initially drew subscribers to your brand.
However, despite our best efforts, not all subscribers can be won back. And that’s okay. There are a ton of scenarios that prove that subscribers are petty by their very nature. If you think about it, there are subscribers who only subscribed due to a moment in time, wanting to receive a particular benefit of subscribing, or otherwise some reason that buckets them as a temporary engagement. Therefore, all subscribes aren’t good subs, just like all unsubscribes aren’t indicative of doing something wrong in all cases.
Leveraging Reengagement
There are some cases where we can use re-engagement campaigns as a means to clean up our data, learn our subscribers’/customers’ pain points, and work our email strategy. I’ve worked on re-engagement campaigns where we emailed customers links to fill in their own personal data, hence giving us the data we need to segment them into more profitable buckets. For instance, having a college graduate fill in their college major, their current career, and their career goals – now, we have data that shows where their interests lie. By tapping into their interest, we increase the likelihood that they will engage or convert.
“I’d take an account with 100 highly engaged subscribers over a low engaged 1,000, any day of the week. “
Embracing Unsubscribes
Unsubscribes are an inevitable part of email marketing. While they may sting at first, they also present an opportunity for growth and refinement. Instead of viewing unsubscribes as a failure, consider them as a natural filter that helps you refine your subscriber list.
Think of unsubscribes as a way to prune your garden. By removing subscribers who are no longer interested or engaged, you’re allowing space for new growth and ensuring that your messages are reaching those who truly value them.
The Power of Letting Go
Sometimes, despite our best efforts, certain subscribers simply aren’t the right fit for our brand. And that’s perfectly okay. In fact, holding onto disengaged subscribers can actually be detrimental to your email marketing efforts. ESPs have all types of background algorithms that determine reputation across sender profiles and having unengaged subscribers hurts overall reputation.Â
In one of my previous roles, we were so focused on engagement and reputation that we would only send internal test emails to users who committed to clicking through them. It doesn’t help our reputation to have subscribers who pad our numbers but aren’t engaged with the content. I’d choose 100 highly engaged openers over 1,000 unengaged subscribers any day of the week.Â
By letting go of subscribers who aren’t actively engaging with your content, you free up resources that can be better allocated towards nurturing relationships with those who are genuinely interested in what you have to offer. This not only improves the overall quality of your subscriber list but also allows you to focus your efforts where they will have the greatest impact.
Conclusion
In the world of email marketing, reengagement strategies are essential for maintaining a healthy subscriber list. However, it’s equally important to recognize when it’s time to let certain subscribers go. By embracing unsubscribes and acknowledging that not every subscriber is the right fit for your brand, you can focus your efforts on nurturing relationships with those who truly value your content. So, don’t be afraid to bid farewell to certain subscribers – sometimes, letting go is the best way to move forward.
