Summary
Re-engaging an old, unmanaged email list requires a multi-faceted approach focusing on list hygiene, gradual re-introduction, personalized and incentivized content, and readily available opt-out options. Experts and marketers advise against purchasing lists or renting domains, and caution against emailing lists older than a year without thorough cleaning. Segmentation is key, allowing for tailored messaging based on past activity and demographics. Incentives, such as exclusive discounts or free resources, can encourage re-engagement. A 'last chance' email can help identify truly inactive subscribers while cleaning the list. Email verification services are crucial to remove invalid addresses, protecting sender reputation. Re-engagement should be approached slowly, sending re-opt-in messages in small batches to monitor performance. Furthermore, including an unsubscribe header and implementing a sunset policy will help in improve deliverability. In the end, getting explicit permission before sending email can improve deliverability as well as keep you out of trouble.
Key findings
- No List Purchasing/Renting: Purchasing or renting email lists is strongly discouraged.
- Segmented Re-engagement: Segmenting lists for personalized messaging is key for effective re-engagement.
- Incentive Offers: Offering exclusive discounts or resources can motivate re-engagement.
- Email Verification: Using email verification services is critical to remove invalid addresses and protect sender reputation.
- Gradual Rollout: Re-engage slowly, sending messages in small batches to monitor performance.
- List Hygiene Practices: Cleaning and removing unengaged subscribers is crucial for deliverability and reporting.
- Sunset Policies: Setting sunset policies automatically removes inactive subscribers.
Key considerations
- List Age Matters: Be cautious when re-engaging very old lists; consider the cost-benefit.
- Personalization is Key: Personalized emails have a higher chance of success.
- A/B Testing: A/B test different elements of your re-engagement campaign.
- Unsubscribe Header: Including an unsubscribe header to give an easy way to opt-out to reduce complaints.
- Permission Compliance: It is important to get explicit permission before sending email.
What email marketers say
14 marketer opinions
Re-engaging an old, unmanaged email list requires a strategic approach focused on personalization, segmentation, and list hygiene. Experts recommend against renting or purchasing lists and advise caution with lists older than a year. The recommended strategies involve sending re-engagement campaigns in small batches, segmenting lists for personalized content, offering incentives, and using 'last chance' emails. It's crucial to clean the list by removing invalid addresses and unengaged subscribers to improve deliverability and sender reputation. A/B testing and adjusting sending frequency are also important optimization techniques.
Key opinions
- List Segmentation: Segmenting lists based on activity, demographics, and purchase history allows for personalized and effective re-engagement campaigns.
- Incentives: Offering exclusive discounts, free resources, or early access can motivate inactive subscribers to re-engage.
- Email Verification: Using email verification services to remove invalid addresses improves deliverability and protects sender reputation.
- Gradual Re-engagement: Sending re-engagement campaigns in small batches helps monitor performance and minimize negative impact on deliverability.
- Last Chance Emails: Sending 'last chance' emails informs subscribers they will be unsubscribed, prompting re-engagement or facilitating list cleaning.
- Deliverability Improvement: Reducing the frequency of emails to unengaged contacts can signal mailbox providers to place your emails in the inbox.
- Key to Hygiene: Cleaning unengaged subscribers results in better deliverability and more accurate reporting.
Key considerations
- Avoid List Rental: Renting or purchasing email lists is strongly discouraged due to ESP restrictions and potential negative impact on sender reputation.
- Email List Age: Lists older than one year may not be viable for re-engagement without proper cleaning and re-permissioning.
- Personalization Importance: Personalizing re-engagement emails with relevant information increases the likelihood of a positive response.
- A/B Testing: A/B testing different elements of re-engagement emails helps optimize performance and identify effective strategies.
- Legal Compliance: Ensuring compliance with data protection regulations and providing easy opt-out options is essential for maintaining trust and avoiding penalties.
Marketer view
Email marketer from Gmass explains reducing the frequency to your unengaged contacts can help improve your deliverability. It's one signal mailbox providers look at when deciding whether to send your emails to the inbox, spam, or promotions tab.
31 May 2023 - Gmass
Marketer view
Marketer from Email Geeks explains that most ESPs forbid renting or purchasing lists.
23 Oct 2021 - Email Geeks
What the experts say
4 expert opinions
Re-engaging an old, unmanaged email list requires caution and a strategic approach. Experts recommend against domain rentals and advise prioritizing list hygiene. Key strategies include slowly re-engaging dormant addresses in small batches, removing unreachable contacts, and utilizing email verification services like Kickbox, ZeroBounce, and Email Hippo to identify and remove invalid emails. Abandoning very old lists or using verification services is also recommended.
Key opinions
- Domain Rental: Domain rental is not recommended.
- List Stale: Emails grow stale over time, making re-engagement challenging.
- Gradual Re-engagement: Re-engage slowly with a fraction of dormant addresses each day.
- List Cleaning: Cleaning email lists and removing invalid emails is essential for deliverability.
- Email Verification Services: Utilizing services like Kickbox, ZeroBounce, and Email Hippo helps identify and remove invalid emails.
Key considerations
- List Age: Very old lists may be better off abandoned due to staleness.
- Re-engagement Pace: Due to a large number of unengaged addresses it's better to slowly ramp up the list
- Hygiene First: Prioritize cleaning the email list before attempting re-engagement.
Expert view
Expert from Word to the Wise explains re-engagement requires you to send to a fraction of your dormant addresses each day, and remove the people you can’t reach. If you have too many unengaged folks, you'll need to keep the pace fairly slow.
1 Feb 2022 - Word to the Wise
Expert view
Expert from Spamresource explains you will need to do some cleaning to start and you can use email verification services, such as Kickbox, ZeroBounce, and Email Hippo, to remove invalid emails. Clean your list and protect your deliverability.
21 Apr 2022 - Spamresource
What the documentation says
5 technical articles
Re-engaging an old, unmanaged email list involves a combination of targeted messaging, list hygiene practices, and providing easy opt-out options. Utilizing pre-built segments in email marketing platforms allows for tailored re-engagement messages, while implementing a sunset policy helps maintain list hygiene by automatically removing inactive subscribers. Including a list-unsubscribe header reduces spam complaints and improves sender reputation. Compelling content and clear benefits of staying subscribed are essential for successful re-engagement campaigns. It is best to get permission before sending email.
Key findings
- Targeted Messaging: Using pre-built segments allows for tailored re-engagement messages that improve open and click-through rates.
- Sunset Policies: Implementing sunset policies maintains list hygiene and improves overall email deliverability by automatically removing inactive subscribers.
- List-Unsubscribe Header: Including a list-unsubscribe header makes it easier for subscribers to opt-out, reducing spam complaints and improving sender reputation.
- Engaging Content: Re-engagement campaigns should feature compelling content and clearly state the benefits of staying subscribed.
Key considerations
- List Hygiene: Maintaining a clean and engaged list is crucial for deliverability and sender reputation.
- Ease of Opt-Out: Providing easy opt-out options reduces the likelihood of subscribers marking emails as spam.
- Permission: It's important to get permission before sending email.
Technical article
Documentation from SparkPost explains that sending a re-engagement email campaign to win back inactive subscribers involves crafting compelling content, clearly stating the benefits of staying subscribed, and offering an easy way to unsubscribe if they're no longer interested. This helps maintain a healthy list and improves deliverability rates.
19 Nov 2023 - SparkPost
Technical article
Documentation from Klaviyo explains that implementing a sunset policy, where inactive subscribers are automatically removed from your list after a certain period, helps to maintain list hygiene and improve overall email deliverability.
28 Aug 2021 - Klaviyo
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