What "Re-Engagement" Funnels do you put inactive subscribers?
Hi All!
In the past I would automatically unsubscribe individuals who would never open 30+ emails. But there was a post mentioned here in the past that with the new email updates that may not me a good option.
I was thinking to then perhaps put them in a 3 email re-engagement funnel?
Something like "click here if you still want to be active" and if none of the emails are clicked automatically unsubscribe them.
I'm curious what you all do? As I've been growing my email list my costs have gone up so I don't want to pay for inactive subscribers.
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14 comments
• Sep '23
I so need to do this!! It’s so overdue. I’ve rebranded and my niche has changed so my inbox does need a really good cull. On the list.
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• Sep '23
Are you sending regularly emails ? I feel like when you send emails consistently your list is going to clean by itself.
It’s easier to get cold when we received one email a week or only two a month.
Launching using emails (on top of your usual strategy) is going to do the work for you. If you send 1 email per days for 2 weeks for example, People not interested by your offer will unsubscribe by themselves. This way you keep your qualified leads 🙂
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• Sep '23
true however I think the problem is the people who have been on the list long term and just never open even during the launch. Eventually it’s a good idea to clean up those subscribers who are totally unengaged and not even opening to unsubscribe (likely not even seeing your daily emails in their inbox because of filters etc)
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• Sep '23 (edited)
Would you mind sharing the post you mentioned? (new email updates) - I tried to search for it but came up empty handed or I mis read the post in question.
The short answer is you're right - an 3 email campaign, click here to unsubscribe at the top and automatically unsubscribe anyone who doesn't open, click, or reply. (both to save on operational expenses as well as to improve email deliverability)
I included a quick sample email you can model. (I'm a certified email list manager - from Troy's program, which is why I have the sample from Troy. )
Regarding DigitalMarketer...it's been a while since I've been through their email marketing certification, but I recall they had 2 different campaigns with 3-5 emails each. A re-engagement campaign, then a win-back campaign.
The reason it's important is for email deliverability; if you're sending emails and they're not being opened...email clients like Gmail will automatically lower your domain rep...
Which will cause more emails to go into promotions or spam on their own.
(If you go to your spam folder and click on emails, you'll see a message like "Why is this message in spam? It is similar to messages that were identified as spam in the past.")
And what I typically see is that it is kind of like a cavity;
Cavities go unnoticed all the time until it's too late, or you get seen by the dentist in time.
So it is with email deliverability where everything seems okay then one day, "all of a sudden, my open rates plummeted!!"
Not to be a fear monger - just food for thought.
Alternatively - can also not email your disengaged leads and still keep them as subscribers. (Because if you unsubscribe them or the lead unsubscribes themselves, and they resubscribe later somehow, sometimes ESPs won't let them resubscribe/reactivate. So for example I purchased Copy Cure from Marie Folio via Laura Belgray's affiliate link, and I didn't get a login, and the rep said it was because I had unsubed.)
If you're going to keep the disengaged leads - just make sure when you're sending emails, you're only sending to your segmented leads who have engaged. (open, click, reply, etc.)
This also gives you multiple opportunities to try and re-engage them (like once a quarter, do a revival email/campaign because with all the emails going about you never know if they even saw your email, even if it landed in primary tab)
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• Sep '23
thank you! How are your emails different from re engagement vs. win back?
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• Sep '23
Yep! They get rengaged with a freebie or if they want space (but they get that do not disturb tag and get removed from mailings for 70 days, then come back on as normal).
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• Sep '23
genius thank you!
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• Sep '23
Curious what others do.
In Convertkit it automatically marks people cold if they don't open for 90 days I think (don't quote me on that, not sure the exact amount)
And I have been dragging my feet on my own re-engagement campaign to re-engage and then clean our 16k "cold" people
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• Sep '23
so if they’re marked cold do you not send automated emails to them anymore?
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• Sep '23
I don't think CK sends them anything but I'm really not sure the details
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• Sep '23
I’ve seen templates for these campaigns including one from DigitalMarketer however never got around to using it myself. I figure my launches are kind of a reengagement campaign. If they don’t open during an entire pre launch/launch thats a lot of opportunities to reengage. However like others mentioned it’s harder to accurately track activity that now so I’m trying to get more people to actually reply to my emails (which I believe also helps it stay out of spam/in the priority inbox)
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• Sep '23
The 'strength' of scarcity/urgency, the volume of emails, and the value of the bonus being given. (especially in subject lines.)
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• Sep '23
I usually run a "breakup" campaign after 90 days of no opens/engagements. It's a short series of three emails that cutely ask if we're taking a break (if they need space I give a 60 day DND tag) or if we're going to work it out (and offer a juicy freebie). If it's a real breakup, they get scrubbed after email 3.
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• Sep '23
oo I love this idea! So buy them getting the freebie do they get tagged as a "re-engaged" subscriber?
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Christina Lopez
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What "Re-Engagement" Funnels do you put inactive subscribers?
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