Making a small business success can be a daunting task. In most industries, the competition level is extremely high. This means that new businesses have to find a way to edge out their competitors with state-of-the-art technology and unique marketing methods.
If you are looking for a way to add a higher degree of personalization to your marketing, then using email to reach a wider audience is a good idea. Email is the preferred form of communication for modern consumers, which is why using it to spread the word about your business is a great idea.
Over time, your list of unresponsive email subscribers will begin to grow. Instead of writing these consumers off, you need to find a way to reach them. The following are some of the things you should think about doing when trying to spark the interest of unresponsive email subscribers.
1. Establishing a Re-Engagement Strategy
The main thing you need to do when trying to reach unresponsive email subscribers is to develop a comprehensive re-engagement strategy. Establishing the metrics that need to be reviewed when attempting to gauge the success of this re-engagement campaign is vital. Testing out a re-engagement or your initial marketing campaign is easy when investing in act-on software.
With the help of this software, you can do things like A/B test your re-engagement emails to figure out which one gets the most attention. Failing to do this type of testing may lead to you wasting money on strategies that aren’t producing results.
2. Putting the Right Email Design in Place
Some business owners make the mistake of sending out the same type of email to unresponsive subscribers. If a person has not responded to the first email of the same type, there is a huge chance they won’t respond to one you send out that looks identical. This is why revamping the look and content in your emails is a must.
When designing a new email, be sure it has things like bright colours, calls to action and appealing images. Often times, business owners will send out a follow-up email to an unresponsive subscriber in the form of a survey or even an online coupon offer. Generally, this will catch the interest of a subscriber and may lead to them engaging with your company.
3. The Power of Automation
Most businesses avoid re-engaging unresponsive email subscribers because they don’t have the time to develop and carry out these campaigns. When you consider that people who purchase products via email spend up to 138 percent more than other consumers, you can quickly see why re-engagement is worth the effort.
If you don’t have the time to carry out these campaigns on your own, taking advantage of automated technology is a great idea. Not only can automation help you send out new emails, but it will also provide you with the tools needed to weed out bad email addresses.
4. Respond Personally to Subscribers Who Re-Engage
As you start to receive replies from your re-engagement campaign, you need to decide how to handle these responses. If your response to this email does not feel genuine or personalized, a subscriber may write it off completely. This is why sitting down and writing an email response can help you win a hesitant consumer over.
If you are unsure about how to develop a re-engagement campaign, working with marketing professionals may be your best course of action. These professionals will have no problem developing and optimizing these campaigns.