Chapter 11: Engaging Subscribers That Don’t Open Your Emails

Hey there everyone!

There will be subscribers that will stop opening your emails at some point.

There are a number of reasons for this, but what’s important is re-engaging with them.

In this lesson we are going to show you an easy way to identify subscribers that are not opening your emails, and how to add them to a segment so you can re-engage them.

Getting Started

Engaging Subscribers That Don’t Open Your Emails

We’ll use MailChimp to identify subscribers that are not opening our emails, but remember that you can apply basically the same steps in similar email marketing platforms.

Start on your account dashboard and click on the “audience” tab to go to the “audience” page.

Identifying And Segmenting No-Opens

Identifying And Segmenting No-Opens

Once in the audience page, click on the “manage audience” drop-down menu button and click on the “manage contacts” option.

On the following page, click on “segments”.

Once on the “segments” page, click on the “create segment” button to start creating a segment where you’ll add the subscribers that are not opening your emails.

First, click on the “contacts match” menu button and select “all”.

Now click on the conditions menu button below and select “campaign activity”.

Now click on the menu button to the right and select “did not open”.

Now click on the menu button to the right to select the criteria you’ll use to define non-opens.

There are several criteria that you can select, and we recommend you to select “all campaigns within the last 1 month”.

This will allow you to reach subscribers that haven’t been opening your emails, but that are fresh enough as to re-engage.

You can click on the “add” button to add additional criteria.

Now click on “preview segment” to see which of your subscribers meet the criteria you selected.

Now click on “save segment”.

Next, enter the name of this new segment into the “name your segment” field, and then click on “save”.

You’ve segmented the subscribers that are not opening your emails, and now you can send them a campaign to re-engage them with a juicy incentive that they can’t resist.

Depending on your niche, your business, and their stage in the customer journey, you can send them a discount that doesn’t expire, or a content upgrade that is not available on your website or through any other of your sign-up forms.

To send these subscribers an email, click on the “send campaign” menu button and select “email campaign” to start designing your campaign.

As a final piece of advice, we recommend that you include a friendly warning in the email to let the user know that you’ll unsubscribe them from your mailing list if they don’t claim the incentive.

This strategy will help you to re-engage truly qualified leads!

SEE MORE:

EMAIL MARKETING MIND MAP

Chapter 10: Retargeting Site Visitors That Don’t Sign Up

Chapter 12: Defining The Perfect Email Marketing Lifecycle For Your Business