6 Ways to Re-Engage Inactive Email Subscribers

campaign optimizationDid you know that the average permission-based email list contains 60% inactive subscribers (source)?

Despite your best efforts to mix up content, experiment with subject lines, and test optimal send times, it can be difficult to connect with “dead” subscribers.

Today, we show you six campaign optimization tips that will help re-engage your inactive subscribers.

office1. Ask them what they want.

56% of people unsubscribe from a company’s emails when the content isn’t relevant to them (source). This means, inactive subscribers may be interested in your brand, just not in the specific content you’re sending them. An easy way to remedy this is to simply ask. In the example below, Office asks whether or not the recipient is interested in male or female products. If you’re not sure what to ask, think about the demographic or firmographic information that influences each buyer’s decision.

Example: Office

2. Make it actionable.

It’s hard to engage with an email campaign when it doesn’t have a strong call-to-action. Make it easy for your subscribers to engage by offering a clear next step—a free trial, a download, or access to a new tool or product. Including a call-to-action button can increase your conversion rate by as much as 28% (source).

udemy3. Offer coupons or promo codes.

Nothing says “come back” like a coupon. In fact, emails with “Free” in the subject line were opened 10% more than those without (source). By offering an exclusive deal or discount, “dead” subscribers have a strong incentive to re-engage—not only with your emails, but with your company as a whole. In the example provided, Udemy even offers an expiration date, creating a sense of urgency.

Example: Udemy

4. Show off something new.

Do you have a new line of products or a brand new website? Invite your inactive subscribers to check it out. There’s a good chance something will catch their eye!

spotify5. Personalize it.

Did you know that personalized emails improve click-through rates by 14%, and conversion rates by 10% (source)?  Work with a market intelligence solution to personalize your email content. Use the recipient’s first name, recommend products based on previous purchases, or even send subscribers a “happy birthday” message. Check out our recent blog post for more ways to personalize your email campaigns.

Example: Spotify

6. When all else fails, give them another option.

Maybe email really isn’t the best channel to reach certain customers or prospects. If someone chooses to unsubscribe from your emails, don’t miss out on an opportunity to engage with them through a different channel. After all, marketing is all about creating multiple touch points.

Example: Habitat


These simple tips can have a huge influence on your B2B marketing campaigns. Most subscribers are interested, but they need to be reminded of your business from time to time. Take the opportunity to drop them a line so they will be more inclined to connect with your business again. While not all of your subscribers will re-engage with you, it’s easier to re-engage inactive subscribers than it is to market for new ones.

Contact ZoomInfo today for more information about email campaign optimization.