Do you have people on your mailing list who don’t open your emails? Do you have connections on social media who don’t respond to your posts?
Consider creating a re-engagement campaign to reconnect with them. First, if you can, segment your list and target your re-engagement campaign only to those who are inactive. That will help you to focus your efforts. Then, create ways to reconnect with them and put the ideas into a campaign.
Here’s some tips:
- Ask them a question, especially the most straight-forward one: “Are you still interested in receiving my newsletters/tips?”
- Offer them a special discount.
- Send out a survey to find out what they’re up to and where they could use some help.
- Create a contest and invite them to play along.
- Write to them individually with a personalized email, or better yet, a real letter. (I still get excited when I get a letter in the mail with real handwriting!)
The extra effort you make to re-engage with your audience will reap huge rewards. And if they choose to unsubscribe from your list or disconnect from you on social media, be diplomatic and thankful. They might not be a prospective customer any more, but their friends and colleagues might.
Find out why they’re disengaged
Part of this process is to find out why they aren’t connecting with you. There’s two scenarios:
- They no longer need your service or product.
- They do need your service or product, but there’s something holding them back from connecting with you.
It could be that they’re too busy or distracted to read your marketing materials, or it could be that your marketing materials (including your content marketing) don’t interest them. Maybe they feel you’re emailing them too often (or not often enough!). By opening a dialogue with them, you’ll gain a deeper understanding of your audience, which can trigger a smarter marketing plan.