How to renew lapsed email subscribers' interest

Every email marketer and every email list has them: subscribers who haven't responded to or clicked through an email for so long that they are basically a dead contact. But before you cull that name from your list, is there any way to renew that particular subscriber's interest? Should you make just one more effort to appeal to the consumer before writing them off?

by Kristina Knight

According to the Email Experience Council blog, even so-called dead email addresses can breathe new life into an email list. The key is research. According to one Council report, marketers have found that in some cases although consumers aren't replying to a marketing email, they are still buying. One retailer found that, for their particular list, subscribers who had been lapsed for more than 15 months had actually purchased over a half-million dollars in merchandise.

Could this same trend hold true for your list? Only a little research will tell.

First, cross reference lapsed email addresses in your subscriber base to addresses listed as contacts for purchases made. This will help you determine whether your lapsed subscribers have completely moved on from your hub or are simply ignoring your messages.

Next, develop a win-back campaign strategy geared specifically to these lapsed - yet - still - shopping consumers. Are they interested in a particular site segment? Are they using coupon codes or other offers like free shipping? Once you've determined what they are shopping for and how they are purchasing the products, come up with a creative way to appeal to this base via email.

Finally, if an email campaign doesn't work, implement a cross-channel welcome back campaign. Flag their addresses so that when they make another purchase, they can enter current contact information; their non-responses could simply be because of a changed email address. Make this information simple and concise because the consumer won't want to spend much time changing their contact information.