non-openersIn a lot of these posts, I talk about how you can better connect and engage with the people who read your emails. But, what about the subscribers that don’t even open your emails? Are these people a lost cause? Or should you take the time to re-connect with them?

Having non-openers on your mailing list can be very damaging to your reputation. Of course, you could just remove them from your list, but it’s generally more worthwhile to try and engage with them one more time before you do that: it’s easier and more cost effective to retain an existing customer than it is to attract a new one.

Engaging with people who don’t open your emails is simpler than you might think. Here are a few tips to help you get started:

Ask For Their Feedback

Once you discover how many of your subscribers are not opening your emails, you’ll probably want to do everything you can to try and re-engage with them. But, unless you find out why they’re not opening, all your efforts are likely to be in vain. Put together a survey to find out what your subscribers think of the emails you’re sending. Send out an email inviting them to the survey and, if you include a strong incentive, even your non-openers may be encouraged to open it. At the same time as taking the survey, you could also give your subscribers the option to change their email preferences (sending frequency, email topics etc.). This will make your emails feel more personal, increasing the likelihood of your subscribers opening them.

Zooplus did this recently:

Zooplus Subject

Zooplus Survey

In their subject line, Zooplus have chosen to emphasise the incentive that they are offering over the fact that they are running a survey. The incentive alone could be enough to encourage some subscribers to open the email. In the body of the email, they have further emphasised the incentive, and added a sense of urgency by making the survey time-limited.

By gathering feedback from your customers, you will be able to craft email campaigns that are more interesting and connect with them more effectively. This will hopefully encourage more of your subscribers to open your emails.

Pick Some Emails to Re-Send

One of the easiest ways to try to re-connect with your non-openers is to simply re-send your marketing emails to them. However, this is something that needs to be done with care. If you re-send every single one of your emails, you will bombard your subscribers and they will quickly become annoyed. Select your most important marketing emails, ones that you think your customers will be really interested in, and resend those.

Most customers become more receptive and interested when a business has a sale, so those are the emails that are worth sending. Roman Originals did this recently when they were offering an extra 10% off their sale items:

Original Email

Roman Sale

Re-Sent Email

Roman Re-Send
The content of these emails is almost exactly the same, but they have chosen to use two very different designs so their customers don’t think they have received two exact emails in error. They also made some tweaks to the subject lines:

Original Email

Roman Subject 1
Re-Sent Email

Roman Subject 2
Both of the subject lines contain the most relevant information (10% off sale), but the second one has a greater sense of urgency. This could motivate people who didn’t open the first email to open this one.

Knowing that there are some subscribers that don’t open your emails can be disheartening. But, by taking the time to re-engage with them, your email marketing campaigns will improve and your customers will be happier.

Image courtesy of Master isolated images at FreeDigitalPhotos.net