Winning back inactive subscribers.
WHEN TO RUN ONE
Before removing long-inactive subscribers. Give them a chance to stay.
WHAT TO SEND
One message, direct: you have not opened anything recently, do you still want to hear from us?
A clear option to stay, and a clear option to leave.
WHY BE THIS DIRECT
Subtlety does not work here. These people are not reading.
A plainly worded subject line asking the question gets more response than another ordinary campaign.
WHAT TO OFFER
Sometimes an incentive. Frequently just the question is enough.
WHAT TO DO WITH NON-RESPONDERS
Remove them.
That is uncomfortable and it is the right decision. Sending to people who never open damages your deliverability for those who do.
HOW OFTEN
Annually, or when your inactive proportion becomes significant.
WHAT IT ACHIEVES
A smaller, more engaged list with better deliverability.
The numbers look worse and the results improve.
THE HONEST FRAMING
You are not losing subscribers. You are recognising you already lost them.
