{"id":3813,"date":"2020-03-06T00:00:00","date_gmt":"2020-03-06T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/5-tips-for-creating-effective-re-engagement-emails\/"},"modified":"2023-07-12T16:45:39","modified_gmt":"2023-07-12T20:45:39","slug":"5-tips-for-creating-effective-re-engagement-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/5-tips-for-creating-effective-re-engagement-emails","title":{"rendered":"How to Win Subscribers Back: 5 Tips for Creating Effective Re-engagement Emails"},"content":{"rendered":"

Think about your own email inbox. How many emails did you get in the past day? The past hour, even? How many did you actually look at and enjoy, and how many did you just delete without opening or unsubscribing?<\/span><\/p>\n

Your subscribers are inundated with thousands of marketing messages every day, so it\u2019s easy for messages to get lost in the noise. If they haven\u2019t engaged with your emails for a while, maybe it\u2019s because they\u2019re getting lost in that noise\u2014or maybe they\u2019re just not interested in hearing from you anymore, but haven\u2019t unsubscribed yet.<\/span><\/p>\n

This is exactly where a re-engagement email comes in. Re-engagement emails can serve a few different purposes: letting your subscribers know what they\u2019re missing out on with your content, giving your subscribers options to opt-down or officially unsubscribe, or just seeing <\/span>why<\/span><\/em> they haven\u2019t been engaging with your emails. You\u2019ll learn more about what your subscribers want from you and why they haven\u2019t been engaging\u2014<\/span>and if you lose some subscribers along the way, that\u2019s okay<\/span><\/a>.<\/span><\/p>\n

Here are 5 tips for creating re-engagement emails that will bring your subscribers back.<\/span><\/p>\n

1. It\u2019s not about you, it\u2019s about them. Don\u2019t make your subscribers feel guilty.<\/span><\/h2>\n

Of course, the ultimate goal with re-engagement emails is to get your subscribers interested in your emails again. But it\u2019s important to think about what your subscribers want to get out of their relationship with you. Is it product updates? Email-only deals? An amazing, curated list of articles to read? Use your re-engagement email to remind your subscribers of the value they get out of your emails.<\/span><\/p>\n

Android Authority does exactly this with their re-engagement email. They pull you in to engage with the email with the subject line \u201cAre you there? \u201d to see if you\u2019re still interested in hearing from them. They remind you what you\u2019ll get with the subscription\u2014Android news, reviews, giveaways, and deals\u2014and allow you to update your email preferences or unsubscribe from the list entirely if you just aren\u2019t interested.<\/span><\/p>\n

\"\"<\/figure>\n

The line between promoting the benefit of being a subscriber and making people feel guilty can be a thin one. Take this example from Framebridge:<\/span><\/p>\n

\"\"
Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

While it may be effective, <\/span>it flirts with dark patterns<\/span>. It\u2019s one thing to say you\u2019ll miss a subscriber if they go, but to say that, just because they\u2019re not engaging with your emails means they aren\u2019t interested in the product you have to offer, is too far. There are other ways to try and re-engage your subscribers and keep a little brand creativity without making your subscribers feel guilty for leaving or afraid they\u2019re missing out on something.<\/span><\/p>\n

2. Give your subscribers a few options. It shouldn\u2019t be an \u201call or nothing\u201d deal.<\/span><\/h2>\n

Maybe your subscribers have stopped engaging because they were only interested in some of your seasonal promotions, or you\u2019re sending them too much email. It\u2019s possible they haven\u2019t unsubscribed because they still want to hear from you, just <\/span>not this much<\/span><\/em>.<\/span><\/p>\n

In this case, providing your subscribers with an opt-down or an email preference center instead of \u201cUnsubscribe or Bust\u201d is a good bet. Maybe your subscribers aren\u2019t interested in your product updates or offers, but engage with every single webinar or ebook email you send out. Give them the opportunity to stay subscribed to the emails they\u2019re interested in, like Animoto does in this example.<\/span><\/p>\n

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Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

3. Keep your brand\u2019s personality intact.<\/span><\/h2>\n

Nothing says \u201cunsubscribe\u201d like a really, really boring re-engagement email. If you have a distinct brand personality, chances are that\u2019s a big reason why your subscribers wanted your emails in the first place, so why would you drop that for your reengagement email?<\/span><\/p>\n

Really Good Emails does an excellent job of checking in with you to make sure the information they have on you is correct. Maybe you\u2019ve been engaging with their emails all along, but maybe not\u2014and making sure they can get their personalization correct for you is an excellent excuse to get subscriber engagement. The look and feel of this email matches what you\u2019ve come to expect from RGE: conversational, quirky, and a little off-kilter. Exactly the reason you subscribed in the first place.<\/span><\/p>\n

\"\"<\/figure>\n

Curious how to inject some more brand personality into your re-engagement emails? Check out our <\/span>latest blog post for 5 small ways to make your emails more fun<\/span><\/a>.<\/span><\/p>\n

4. Let your subscribers know what they\u2019re missing out on\u2014and maybe sweeten the deal.<\/span><\/h2>\n

It\u2019s easy to forget why you may have subscribed to emails. Maybe you were interested in the product or app at first and your interest dwindled, maybe you signed up for a one-time deal that you cashed in already. Whatever the reason, your subscribers may have forgotten <\/span>exactly<\/span><\/em> why they signed up for your emails in the first place. A re-engagement email is the best way to remind them.<\/span><\/p>\n

Udemy uses their re-engagement email to remind subscribers of what this subscription really gives them\u2014exclusive deals, course updates, and even personal recommendations based on interest.<\/span><\/p>\n

\"\"
Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

But to sweeten the deal, Udemy adds an incentive\u2014your next course for $10\u2014if you confirm your mailing list subscription. They send a <\/span>reminder email<\/span><\/a>, too, and a closer look shows that the \u201cdeadline\u201d for confirmation is extended a bit. Udemy wants to provide a \u201cthank you\u201d for remaining a subscriber, complete with a gift.<\/span><\/p>\n

5. If you aren\u2019t sure why they aren\u2019t engaging with your emails, ask them.<\/span><\/h2>\n

It seems obvious, but sometimes it\u2019s easy to forget: if you aren\u2019t sure what your subscribers want out of your emails, <\/span>ask them<\/span><\/em>! Re-engagement emails are a great place to do so. Maybe you\u2019re sending out a lot of content about one topic, but your audience is really interested in another one. You won\u2019t know that unless you ask them.<\/span><\/p>\n

Bespoke Post does a great job of asking its subscribers what they\u2019re interested in with their tagline, \u201cTurn our boxes into your boxes.\u201d By allowing each subscriber to say whether or not they\u2019re interested in things like hiking or watersports, they can tailor more relevant emails to them. Steal that idea for your re-engagement campaign.<\/span><\/p>\n

\"\"
Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

Have any other tips for creating and sending excellent re-engagement emails? Let us know in the comments!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Your subscribers are inundated with thousands of marketing messages every day, so it\u2019s easy for messages to get lost in the noise. If they haven\u2019t engaged with your emails for a while, maybe it\u2019s because they\u2019re getting lost in that noise\u2014or maybe they\u2019re just not interested in hearing from you anymore, but haven\u2019t unsubscribed yet.<\/p>\n

This is exactly where a re-engagement email comes in. Re-engagement emails can serve a few different purposes: letting your subscribers know what they\u2019re missing out on with your content, giving your subscribers options to opt-down or officially unsubscribe, or just seeing why they haven\u2019t been engaging with your emails. Here are 5 tips for creating re-engagement emails that will bring your subscribers back.<\/p>\n","protected":false},"author":3,"featured_media":3814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[631,10258],"blog_category":[78,53],"class_list":["post-3813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-preference-center","tag-reengagement","blog_category-inspiration","blog_category-tips-resources"],"yoast_head":"\nHow to Win Subscribers Back: 5 Tips for Creating Effective Re-engagement Emails - Litmus<\/title>\n<meta name=\"description\" content=\"Your subscribers are inundated with thousands of marketing messages every day, so it\u2019s easy for messages to get lost in the noise. If they haven\u2019t engaged with your emails for a while, maybe it\u2019s because they\u2019re getting lost in that noise\u2014or maybe they\u2019re just not interested in hearing from you anymore, but haven\u2019t unsubscribed yet. This is exactly where a re-engagement email comes in. Re-engagement emails can serve a few different purposes: letting your subscribers know what they\u2019re missing out on with your content, giving your subscribers options to opt-down or officially unsubscribe, or just seeing why they haven\u2019t been engaging with your emails. 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