Are you a business owner struggling to keep their email subscriber list engaged? If so, you’re not alone. Email marketing is, without a doubt, one of the valuable tools you have at your disposal. Studies show that reaching out to your audience via email offers the best ROI and conversion rates. Hubspot’s analysis shows that email marketing has a 3,800 percent return, which should clue you in on the importance of this strategy for your business.
The truth is, you may have hundreds of thousands of subscribers, but if they are not engaged in your content, you’re wasting your, and their, time. We are going to explore several ways you can get your open-rate on track and start interacting with the lead list you’ve worked so hard to grow over the years.
Segment Disengaged Followers
First, establish a period of time where a user becomes disengaged. For example, if they have not opened an email in six months, they can go on your list of unresponsive subscribers. Once you have everyone together, you can start creating content designed to bring them back into contact with your brand through targeted marketing.
There are various tactics you can use to re-engage your audience once you’ve segmented them into separate lists. For instance, you could create a campaign with a limited time offer that encourages the customer to come back and revisit your website. The limited nature of this type of promotion is known as “fear of missing out” (FOMO) marketing.
Consumers are compelled to take advantage of short-lived deals. We have all received an email from a company that says “we miss you!” and contains a discount for a future purchase. This marketing tactic is designed to pull you back into the website, and it can work for your business.
Revisit Your Customer Personas
There’s a good chance that you’ve become disconnected from your target audience throughout the years. If you used to have a great open and conversion rate, but things have faltered, you should revisit your customer personas.
Industries and niches change constantly, and a delay in content can cause users to become disconnected from that brand. There are several ways you can learn more about their pain points and goals when redesigning your personas.
You could take a look at your Google Analytics data on-site. Are users coming to your blog, and immediately bouncing from the page? If so, there’s a chance that your content is outdated or stale, and this means that your email subscribers may feel the same way. Patterns between your site and email analytics can help you make smart decisions that will get consumers engaged with your brand.
We suggest that you create a feedback form that goes to everyone on your list, including the disengaged subscribers. Ask general questions and allow them to type out their answers. Here are several questions you can use to learn more about your audience.
What can we do to improve your experience?
How would you rate our customer service?
How often do you shop with us?
Are there any similar problems we can address in the future?
These questions will help you craft a more accurate customer persona, which could result in subscriber re-engaging with your brand.
Keep Your Promises
The best way to stop consumers from becoming disengaged is by making sure they never have a reason to stop opening your emails. When subscribers signed up for your list, you should set clear expectations in your welcome email.
Let new consumers know how many emails they should expect from you a week, what kind of content you’ll deliver, and if they signed up through a lead magnet, include it with the first email you send out.
Building trust with subscribers is similar to building trust in our personal lives. You wouldn’t trust or hang out with someone who says one thing, but consistently does the opposite. In fact, it would get annoying fast, and you would probably stop talking to them altogether. See where we are going? You don’t want consumers to have a negative perception of your business.
Conclusion
Lead generation is vital for every industry worldwide. Keeping in contact with those prospects and building relationships with subscribers is part of what makes a regular business interaction extraordinary.
If you want to re-engage your customers, you have to put them first. Think about the needs of your target audience, segment them, and create content that inspires them to come back. Use the data you obtain from feedback forms and your website analytics to make intelligent marketing choices based on observable patterns. Finally, always work towards building trust and showing them that you are on their side.
