Inactive subscribers: it’s a thorn in the side of all business owners and marketers around the world. They continue to subscribe to your email list, but they NEVER take an action, or even open your emails at all. It’s beyond me why they exist, besides people dumping their old email addresses and moving on to new ones.

But not all inactive subscribers have moved on from their old email addresses, which means they still see your emails. They just decide to dispose of them. But that doesn’t mean you should lose all hope on these leads. No, you need to take some action to get them back up and running. In fact, with today’s changes in email content and new strategies, inactive subscribers have dipped below 69 percent for the time.

So what does that mean? It means people are engaged with email marketing and those email blasts aren’t going to waste. So let’s take a look at some steps to get your inactive subscribers back in on the action.

  1. Create Inactive List: Before you create any email blasts, you need to separate those who are inactive from those who aren’t. This is surprisingly a simple step, it may just take some time depending on the size of your list. Start by setting a benchmark. For example, subscribers who haven’t opened an email in 6 months or the previous 8-10 emails. Once you set your benchmark, start weeding out those inactive subscribers.
  2. Create a Personalized Email: Start sending out personalized emails to your inactive subscribers list. Grab their attention right away in the subject line with something along the lines of, “We haven’t heard from you in a while..” You can also include a coupon or small free gift to get them jump started again.
  3. Continue With Step 2: You can continue to do step 2 until you’ve got your inactive list to the size of your liking. So once people from your inactive list open your email, move them back to the active list and continue with your personalized emails to the inactive users. Once you’ve thrown in the towel on decreasing the size of your list, you might want to consider removing those inactive subscribers who just won’t budge.

So is this a great little step-by-step guide to getting your inactive subscribers back into the thick of things. But just because you moved some inactive subscribers off your list doesn’t mean that’s the end of it. It’s obviously your responsibility to keep them engaged, and that comes in a variety of strategies from mobile marketing to content management.