Every new subscriber to your emarketing program has a lifcycle. We add a new subscriber into our email marketing database, send that person a welcome series, and then send relevant emails, hopefully. At some point this subscriber will start ignoring your emails and become inactive. So what is your strategy to keep that contact in the fold longer?
Provide incentives for subscribers to stay engaged early in the relationship. Remind them what they receive for being part of your program in regular messaging from time to time.
Ask your new subscriber about the content they want, frequency of emails, and types of offers. The sooner you provide relevant offers to your new subscribers, the stronger (and longer) the relationship you build might be.
Alert customers if the benefits of a product or program have changed since their last activity.
Provide other communication options (SMS, social, etc.). Okay so maybe they do not want to receive your enewsletters anymore - but how about have them like your facebook page or connect with your company twitter feed.
Have an active winback program in place for inactive customers. Give incentives to help them fall back in love. People love special Email ONLY sales and free offers.
If the customer unsubscribes, ask them on your exit page (if your ESP allows) why they are unsubscribing. Provide some other options rather than just globally unsubscribing.
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