The Easiest Way To Re-Engage “Dead” Email Subscribers

"These subscribers are pretty much dead right now"

This was my first thought when I checked the email list of one of my new clients.

Now, if you don't know what a "dead" subscriber is...

Here's my simple definition:

A "dead" subscriber is someone who belongs to your email list...but:

1 - Doesn't open your emails for many months (even if you regularly send emails out to your list)

2 - Doesn't buy anything from you (how can they do that if they don't open your emails??)

3 - Probably they don't even remember who you are and what you do and/or offer.

Not so hard to understand, right?

Now...

At first, you might think that a "dead" subscriber is as valuable as a broken pair of shoes.

I mean...

What do people usually do when they found out their shoes got broken?

Answer: Throw them away.

Which makes sense.

However, that might not be the best solution in every situation.

In fact, sometimes the shoes are not as damaged as you thought...and can be easily fixed in a shoe repair shop.

The same goes with "dead" subscribers.

Some of them won't open your emails anymore (so they must be removed from your list)...

Whereas some others just need a "kind" reminder that you're still alive and that you care about them.

The best way to do that is with a short 2/3 revive-email sequence.

The first email should be a reminder of who you are, followed by a couple of updates about your brand and an incentive to take a specific action (aka. buy a product or click a link)

In the second email, I like to provide some value (and remind them about the incentive)

And the third email is a last-call email.

If they don’t open any of the 3 emails, I’ll remove them from the list.

But chances are, some of these "dead" subscribers will start to engage with you again...

And even buy your products in the future.

Bottom line?

Never assume that a "dead" subscriber is totally dead.

Hope that helps,

Ugo "Salsero” Balestrazzi