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How Do I Re-engage My Passive Recipients?

Written by Anna Milward on August 7, 2014

No matter how large your subscriber list and how awesome your content is, there will almost certainly be a percentage of recipients who don’t open or click on your marketing emails. These are known as “passive” or “inactive” recipients and they can make up a surprisingly large part of your subscriber list.

It can be frustrating to watch your well-crafted and targeted marketing emails go unread but there are a few techniques you can use to re-engage passive recipients, especially if you are lucky enough to be a Sendloop user.

Make use of Sendloop’s Boost feature

Sendloop has a fantastic feature which is purpose designed to allow marketers to re-target their passive recipients. By using this feature (known as “Boost”), you can re-send your marketing email, with any edits or changes you think will help, to the recipients who haven’t already opened it.

User results have shown Boost to be highly effective, with email open rates as much as doubled after using the feature.

For more information about Boost and how to use it, see our previous post here.

As well as using Boost, here are some other ways you can re-engage your inactive recipients:

Use an incentive

Everyone likes to get something for free. Giving passive recipients an exclusive discount or special offer for your product or service can be a great way to inspire them to re-activate their relationship with you.

Vary the days/times you send emails

It’s always worth experimenting with sending emails at different times of day if they aren’t getting opened. It could be that a section of your recipients are in a different time zone and not looking at their computer or phone when you send your emails.

Change the frequency you send your emails

Depending on their level of enthusiasm and engagement with your business, some recipients might like to hear from you frequently while others might prefer once a week or even once a month. Try changing the frequency of the emails you send to your passive recipients and see if it makes a difference.

Reword the subject line

The subject line is the first thing your recipients will see when your email lands in their inbox. The decision whether or not to engage with your email will largely depend on how compelling the subject line is. When re-sending emails to passive recipients, try rewriting the subject line in a different style, or use techniques such as personalisation to grab their attention.

Make sure your emails have clear calls to action

Are your recipients ignoring your emails because they don’t know what to do with them? Make sure there is a clear call to action near the top of your message which is targeted towards your recipient.

Most of these ideas are very easy to implement (especially if you are a Sendloop user) and can be highly effective. By re-engaging your inactive recipients you can boost your open rates and get more out of your email marketing.

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