Step Three: Get Permission

Posted on April 1st, 2010 by Jaden

How to Stop Wasting Money on Dead Email Addresses – Step 3
Permission matters at both ends of the email relationship. You don’t want to create any enemies, so ask before you remove anyone from your database. A well-designed re-engagement campaign will help you weed out the subscribers who have fallen off the bandwagon and re-engage the ones that still see value in your offering.

A re-engagement campaign is a series of email messages that let lapsed subscribers know they’re about to be taken off your list and asking them to take action to prevent this from happening. The ones who respond move to the active list. The rest are scheduled for deletion.

At the same time, active subscribers are invited to keep their online profile up to date so they are getting the most relevant information possible. A few hints to keep in mind:
• Give something in return for friendly housekeeping. Offering an incentive to update their profiles is a great way to increase response from your subscribers.
• Give your subscribers a reason to stick around. Let your subscribers know what they’ll miss by leaving. People hate to be out of the loop or miss out on perks they know others are getting.
• Ask for feedback to improve your services and let them know you appreciate it. An open-ended question is a great way to let your subscribers share great ideas and suggestions you might not have thought of.
• Send more than one message. Usually, the bulk of your response will come from the first message. But there will be subscribers who miss it and plan to “do it later” then forget. So send a gentle reminder or two to those who don’t update right away.

Read on to step 4…

Tagged with: email permission • subscriber feedback

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