Who and what exactly are nonresponders? These are subscribers who continue to get your emails, but haven’t opened, clicked or responded in a long time, if ever.
We’ve all read the advice to clean up our email lists and get rid of the “dead weight,” the unengaged, the nonresponders. But wait! Have you tried to reengage them before you cut them loose?
More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications.
Did you read that, 90%! And that b-word…BORING! I’m sure you’ve never, ever delivered said boring content and only provide the most timely, relevant information exactly as you promised your subscribers when they signed up for your list. But, if you’ve ever been guilty of not delivering on your promise (ahem, guilty as charged) then read on and we’ll explore how to come back from the dark side and reengage the people on your list who may have gone quiet.
Provide Value with a Capital V: Are you providing value for your subscribers? Your goal is to make sure that your content meets or exceeds subscribers’ expectations. But how to know that? Do you guess? Make assumptions? No! Send a quick survey to your subscribers and ask them questions related to why they subscribed and how the content you provide meets those expectations. If you find a disconnect between what you’re providing and what your subscribers expect, it’s time for a change. Remember that people opt in for different reasons and want different content. You may need to look at segmenting your list and content to provide the most relevant information to keep your subscribers coming back for more.