Most marketers understand that Instagram engagement is important. But what about email engagement? Low open and click-through rates can hurt not just your email campaign, but your whole email marketing list. Many email service providers look at email engagement to determine the quality of your email list. And a list with few opens or clicks across multiple campaigns can hurt your future email sends. Luckily, there are steps you can take to activate your email list and improve email engagement through opt-in advertising.
Use Opt-In Advertising to Ensure You Don’t Oversend Emails
While it may be tempting to send more emails with better offers to an under-performing list, this is actually counter-productive. Something has caused your list to “opt-out” without unsubscribing, and it’s unlikely that more of the same will change their mind. There’s also no way to know if you’re being sent to a junk folder or just ignored. So more email will simply continue to lower your email engagement. For now, focus on a smaller segment of your email list who has been engaging. Continue emailing them and test different subject lines, layouts and messaging to see what resonates most with your engaged audience. (You’ll need this information soon.)
Use Opt-In Advertising to Retarget Inactive Email Addresses
You shouldn’t email these inactive subscribers, but that doesn’t mean you can’t reach them in other ways. While you continue to test and learn against your engaged email list segment, we can retarget inactive or un-engaged email subscribers via opt-in advertising. We’ll anonymize a list of the email addresses who are underperforming, then match to these users as they browse the web. We can then display a targeted ad across our network of publishers that will remind them of your product or service and provide a compelling offer. You only pay for confirmed matches, and there’s no risk to further lowering the quality of your email list.
Use Opt-In Advertising to Send A Follow-Up Email Immediately
The key to truly reactivating these email users lies in the inbox. Your engagement campaign activities up until this point should have primed them to open and interact with your next email, but you’ve got to move quickly. Automate your email engagement campaigns to send as soon as they have interacted with your opt-in advertising, or within the next 24 hours at a maximum. You want to reach them while you are still fresh in their mind.
Once these newly reactivated users are back on your list, you’ll want to continually monitor and test your email engagement campaigns to determine the messaging and frequency that keeps them engaged with your content.
Do you have a list in unsubscribed or inactive email addresses you’d like to engage with again? We can help. Get started with a custom assessment today.