Identifying and Targeting Engaged Subscribers

  1. Opt-ins: Ensure that your subscribers have given explicit permission to receive email marketing messages.

  2. Double Opt-in Confirmation: Implement a double opt-in confirmation process, where subscribers not only sign up but also confirm their subscription via a confirmation email. This ensures that subscribers are actively engaged and reduces the likelihood of spam complaints.
  3. Adding Sending Address to Address Book and Safe Senders List: Encourage subscribers to add your sending address to their address book or safe senders list to ensure delivery to their inbox. Provide instructions for various email clients [Instructions].


  5. Manage Unsubscribes and Opt-Outs:

  6. Make unsubscribing as easy as opting in. Allow replies to serve as an unsubscribe method and include a prominent opt-out link in your email template.

  7. Create a custom Preference Center for a curated experience, allowing subscribers to opt-out of specific campaign types.

Identifying and Targeting Unengaged Subscribers

  1. Purge Old or Inactive Accounts: Determine when to remove inactive accounts

  2. Remove subscribers who haven't been sent an email in 6 months or more.

  3. Remove subscribers who haven't opened an email in 6 months or more.


  5. Re-engage Inactive Subscribers:

  6. Run a Re-Engagement email campaign to recapture attention and win back subscribers.

  7. Set up an automated journey to identify inactive subscribers (those who haven't engaged in 5 months). Move non-engaged subscribers to a suppression list, while engaged ones remain active. Repeat this process every 5 months.

Re-Engagement Email Strategy:

  • Craft a compelling email with a clear call-to-action to prompt engagement and remind subscribers of the value of remaining subscribed.

  • Types of Re-Engagement Emails:
  1. Reminder emails and check-ins: Initiate your re-engagement campaign by reminding subscribers of the benefits of receiving emails and encouraging action.
  2. Reactivation emails: Create a sense of urgency or exclusivity to entice subscribers to stay connected.
  3. Discounts, offers, and incentives: Spark action by providing special offers or incentives to rekindle interest.
  4. Ask for feedback: Offer incentives for completing surveys to gather valuable feedback and boost engagement.
  5. Updates on new offerings: Keep subscribers informed about new developments to re-inspire and enhance brand awareness.

Example Subject Lines:

  • "We Miss You!"
  • "Don't be a stranger :("
  • "We saw you checking us out ;D"
  • "Uh-Oh, your subscription is expiring!"
  • "10% DISCOUNT in EVERYTHING!"
  • "Alert! Don’t Miss this Opportunity
SOURCE: ZERO BOUNCE