You may already be thinking, "Why would I want to tell my subscribers goodbye?" It probably sounds like a poor idea; but you may have to if you don’t keep your email list updated. What if you had to throw out your entire email list and start a new one from scratch?
If you’ve been continuously sending email to inactive subscribers, it may be time for a change. If you continue mailing to an unresponsive list of emails, your deliverability will be significantly affected. The chance of reaching your customers’ inboxes is greatly reduced. Essentially, you will keep sending to the same ‘ole list and hope you don’t get blocked.
If you care about your sender reputation, losing 10% of your email list is more beneficial than getting high complaints or unsubscribes. It is much easier to gain new subscribers than repairing a damaged sender reputation. A re-engagement campaign targets subscribers who are inactive with the intent to either awaken subscribers or remove them from your email list permanently.
Benefits of a Re-engagement Campaign
1. Better Email Deliverability
A high number of inactive users can negatively impact your email deliverability. This results in lower sender reputation scores by Internet Service Providers. Think of your sender reputation like your Credit Score for sending email.
2. A Safeguarded Sender Reputation
Failure to maintain your IP Reputation makes you look less credible and untrustworthy. Just like your Credit Score, it follows you everywhere and is available for anyone to see.
Repeatedly sending to subscribers who do not open, read, or click within your emails increases the risk for hurting your reputation.
3. Reduced Spam Complaints & Higher Open Rates
Instead of unsubscribing to unwanted email, your subscribers can easily report your emails as spam with just the click of a button. This is more likely to happen the longer you send to someone who no longer wants to receive your mail.
Giving your subscribers a last chance to opt-in again or unsubscribe can help prevent people from reporting your email as spam.
By removing uninterested email recipients you boost open rates because you get rid of people who never open, have stopped engaging, and no longer purchase from you.
4. Stronger relationship with your Email Service Provider
Just like you, ESPs have a reputation to maintain. You may be blocked from sending email if you keep sending to inactive subscribers; this is how ESPs uphold their good deliverability reputation.
By staying in good standing with your Email Service Provider you avoid getting blocked from sending email. They all have separate rules and regulations, but generally follow the same guidelines.
You still have rules to follow and risks to take even if you choose not to use an email provider.
Signs It's Time to Re-engage
- You have an old email list
What we mean by “old email list” is that you haven’t performed any maintenance on your list in 6 months or longer. These addresses have the potential of being stale in a very short amount of time.
Your list doesn’t have to be 8 years old to be considered “old”. Email addresses change every 3-6 months, especially B2B email addresses.
Your list can also be classified as old if you haven’t mailed to it in a long time.
- Your validated email list has a high number of B and D emails
When you have a list validated with Data Validation, you’re provided with Email Assurance Grades from A+ to F that tell you which emails are deliverable.
D emails are ambiguous, so they can have more than one meaning. An email being graded as D means that it is unknown or we were unable to connect to the server.
B emails are risky to email. The server accepts all incoming mail and may later bounce it back. You should always keep a close eye on these emails if you want to send to them in the future.
- You’ve been blocked by your ESP
If you’ve been blocked from sending email, it’s most likely because your email list contains a large number of questionable emails. If your ESP is questioning them, so should you. These emails are either stale, have bounces too many times, or contain bad data.
Like we mentioned earlier, your ESP has a reputation to protect and uphold, just like you do. They don’t want to be responsible sending email people don’t want, and neither should you. To remain in good standing, reconfirm email addresses that are questionable.
- Your subscribers are "unresponsive"
If you’ve been sending email to the same people for a long period of time and have received little to no engagement, it's time to ask if they’re still interested.
It’s possible that unresponsive people want a specific type of content from you, they prefer to be contacted more or less frequent than they currently are, or they’ve simply become uninterested.
Still questioning why you should get rid of those emails you worked so hard for? By sending a re-engagement campaign, you’re keeping your confirmed subscribers and letting the others go, as well as gaining valuable insight into your email list.
Help determine why subscribers become inactive and you’ll quickly realize the relevancy of your content, strengthen communication between subscribers who are interested, and retain more accurate data for sending and testing emails. What more are you looking for?