There’s a popular saying in marketing: “The money is in the list.” Even in 2024, email remains one of the most effective tools for reaching your audience. In fact, for every $1 spent on email marketing, the return is an impressive $44, translating to a massive 4400% ROI. It’s no surprise that marketers put so much effort into building their email lists.
But over time, even the most carefully built email lists will collect inactive subscribers. So, how can you re-engage those who have stopped opening your emails? Here are some proven strategies to bring them back.
What is an inactive subscriber?
An inactive subscriber is someone who has been on your email list for a while but hasn’t opened or clicked on any of your emails. The time it takes for someone to be considered inactive can vary—some may be labeled inactive after a month, while others may take up to a year, depending on your sales cycle and email frequency. Unlike cold emails, these subscribers are already familiar with your brand, making it easier to win them back. A good email marketing platform should help you segment your list and identify these inactive subscribers.
Ask for Their Opinion
Even if people aren’t opening your emails, they’re usually willing to share their thoughts. One of the best ways to reconnect with inactive subscribers is by sending out a quick poll or survey. You can ask for feedback on your products or inquire about their email preferences. For example, Fairygodboss uses polls to let subscribers vote on their favorite topics. You can either link the poll to your website or embed it directly in the email for convenience.
To get the most responses, keep it simple. Many marketers recommend asking just one key question to boost engagement. Make sure it’s a question that matters to your audience.
Create Urgency
A sense of urgency is a classic marketing tool that still works wonders. If I received an email saying I only had 24 hours to snag the hottest sneakers at 30% off, I’d be rushing to hit the buy button. Urgent, time-limited offers—especially when paired with discounts—create that “fear of missing out” (FOMO) feeling that drives people to take action.
CoSchedule, for instance, frequently reminds subscribers when their special offers are about to expire. Just be cautious about using this tactic too often, or your audience may catch on. And remember, timing is everything—send those time-sensitive emails when your audience is most likely to see them.
Offer Something Valuable… For Free
Who doesn’t love free stuff? If it’s something that solves a problem, even better! Sending your inactive subscribers a valuable freebie is a fantastic way to reignite their interest. For example, Hubspot often sends out useful tools, like a social media content calendar. Even if you usually ignore their emails, getting something truly helpful makes you want to engage.
Consider offering lead magnets like:
- Ebooks
- Whitepapers
- Webinars
- Infographics
- Tutorials
- Quizzes
Make sure your freebie isn’t promotional, but instead provides real value. Pair it with a strong call to action, and you’re on your way to winning back your subscribers.
Remove Inactive Subscribers
Sometimes, no matter how many re-engagement emails you send, some subscribers just won’t bite. That’s okay—it’s better to remove them from your list than to keep emailing them. By pruning your list, your open and click-through rates will improve, and you’ll only be focusing on the people who are actually interested.
Plus, many email marketing platforms charge you based on the number of subscribers you have, so keeping inactive contacts can cost you money for no return.
In Summary
By using these strategies—asking for opinions, creating urgency, offering valuable freebies, and pruning inactive subscribers—you’ll re-energize your email list and boost engagement. Remember, every subscriber joined your list for a reason. Sometimes all they need is a little push to get back on board. Happy emailing!
