Skip to content
Butler Branding
Branding With A Purpose
Butler Branding
  • Who We Are
  • What We Do
    • Brand Strategy
    • Brand Identity
    • Website Design
      • Website Design Process
      • UX Design
      • Monthly Maintenance
    • Digital Marketing
    • Commercial Photography
    • Videography
    • Podcasting
  • Our Work
  • The Feed
  • Shop
  • Start a Project
Facebook page opens in new windowInstagram page opens in new windowYouTube page opens in new window
  • Who We Are
  • What We Do
    • Brand Strategy
    • Brand Identity
    • Website Design
      • Website Design Process
      • UX Design
      • Monthly Maintenance
    • Digital Marketing
    • Commercial Photography
    • Videography
    • Podcasting
  • Our Work
  • The Feed
  • Shop
  • Start a Project

Our Five-Step Plan to Re-engage Your Email Subscribers

You are here:
  1. Home
  2. Marketing
  3. Email
  4. Our Five-Step Plan to Re-engage…

It happens to the best of us. Our once faithful email subscribers fall off the wagon, and our engagement rates begin to dwindle. Don’t fret, not all hope is lost! We’ve put together a simple Five-Step Plan to Re-engage your email subscribers and refresh your list.


Step 1: Go Hunting

Log into your email marketing tool or CRM and identify any subscribers who haven’t opened any of your campaigns in the last 12 months. Your re-engagement strategy won’t apply to active email subscribers, so you’ll want to segment a list of just the disengaged subscribers. This new list will receive a re-engagement campaign tailored to them.

Step 2: Develop Your Re-engagement Campaign

This campaign should be a pull-out-all-the-stops, best content, best offer kind of email because it is the last chance you have to impress. Some re-engagement campaigns create an offer, offer multiple subscription options for people to select only the content they wish to receive. For example, you can send a special offer as thanks for subscribing or a thank you note actively asking for their resubscription or feedback on our content.

Remember that this is not a sales/marketing email. Focus on the list hygiene aspect before we start going down the road of lead generation. We need to clean out the uninterested subscribers, so we’re left with a list of warm subscribers. You’ll need to put your best foot forward here as this might be the last chance we get to connect with these subscribers.

Step 3: Check The Data

Once you’ve sent your re-engagement campaign, check out your reports. See who has re-engaged or taken the action you wanted them to. If even 5% of subscribers have engaged, well done! Hopefully, that 5% will be active again in the future. Don’t be discouraged to see your list of thousands widdle down to a few hundred. It’s better to have 200 active subscribers than 10,000 inactive ones.

Step 4: Let the Lost Souls Go

If these subscribers don’t open or click on the re-engagement campaign, it’s time to say goodbye. It may seem like you’re getting rid of potential customers or “hard-earned signups”, but the reality is that they’re likely doing more harm than good by hanging around.

While one benefit to cleaning up this group is that you’re saving money by not sending to people who aren’t interested, the main upside is that you’re removing the deadweight from affecting the performance of the rest of your list. The engagement level of your list as a whole will improve, which you should see reflected in your open and click-through rates.

Step 5: Revisit Your Content

As they say, prevention is better than the cure, so it’s time to up your game and give subscribers less reason to go quiet in the first place. In particular, the first 90 days following signup are critical, so it’s very important to focus on whether you’re communicating effectively with new subscribers in this courting period. Since some of these subscribers haven’t seen some of the content we published before they signed up, there is no need to reinvent the wheel here.

Ask yourself: What are they expecting? What are you communicating? Are you being a good host? You can use autoresponders to send a welcome series of emails, or post-signup follow-ups to automate this process. But, be sure you are adding value to the people who have chosen to join your list. Your subscribers will be more fruitful in the long run if they’re well nurtured from the start.


If you think it’s time to take your email marketing to the next level, we can help! Butler’s team of experts are ready to help you put together the digital marketing plan you need to be successful.

Let’s Get Started

Facebook Comments
Categories: Email, MarketingJune 10, 2020Leave a comment

Author: Art Zaragoza

Art Zaragoza is a San Francisco Giants fan, father of two, and Butler Branding's Digital Marketing Director.

Post navigation

PreviousPrevious post:How To Present Logo ConceptsNextNext post:Minimum Viable Marketing Machine

Related Posts

Conversion Funnel
The Conversion Funnel
January 10, 2022
The Basics of Email Marketing
December 15, 2021
What does a Social Media Marketing Agency Do?
November 22, 2021
The Three Things You MUST Have to Market Your Business
November 4, 2021

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Post comment

Recent Posts
  • We Are Hiring – Marketing Account Manager
    May 1, 2022
  • Butler Branding Podcasting Service
    February 8, 2022
  • Conversion Funnel
    The Conversion Funnel
    January 10, 2022
  • The Basics of Email Marketing
    December 15, 2021
  • What does a Social Media Marketing Agency Do?
    November 22, 2021
  • The Three Things You MUST Have to Market Your Business
    November 4, 2021
Categories
  • Book Review(3)
  • Branding(25)
  • Business(21)
  • Butler Team and Culture(3)
  • Careers(1)
  • Culture(2)
  • Email(9)
  • Events(1)
  • General Blog Posts(15)
  • Graphic Design(9)
  • Interviews(12)
  • Marketing(38)
  • Podcast(1)
  • SEO(21)
  • Social Media(13)
  • Uncategorized(8)
  • UX Design(6)
  • Video(3)
  • Website Design(19)
archives
Butler Branding

700 van ness ave. ste. 116b
fresno, ca 93721
559.797.3414

FacebookInstagramYouTube
Search Site
Services
  • Marketing and Advertising
  • Website Design
  • Brand Strategy
  • Brand Identity
Subscribe
We periodically send unique and helpful resources about branding, design and digital marketing so you can stay informed and inspired. Subscribe to our mailing list – we promise to not spam you or share your information with any third party.

Feed
  • We Are Hiring – Marketing Account Manager
    May 1, 2022
  • Butler Branding Podcasting Service
    February 8, 2022
  • Conversion Funnel
    The Conversion Funnel
    January 10, 2022
  • The Basics of Email Marketing
    December 15, 2021
  • What does a Social Media Marketing Agency Do?
    November 22, 2021
Contact Info
700 van ness ave. ste. 113
fresno, ca 93721
559.797.3414

FacebookInstagramYouTube

Careers
© 2022 Copyright Butler Branding - All rights reserved. Privacy Policy.

A Proud Member Of Fresno Chamber Of Commerce

Fresh Content Delivered Weekly

Like what you see? There’s more where that came from. Subscribe to our mailing list – we promise to not spam you or share your information.