Email Marketing terms

Unengaged Subscriber

A subscriber who hasn't opened or clicked on emails over a certain period.

What is an unengaged subscriber in email marketing?

An unengaged subscriber in email marketing is an individual who is on your email list but does not interact with the emails you send. This lack of interaction can be demonstrated in various ways such as not opening the emails, not clicking on any links within the emails, or not responding to calls to action. These subscribers are essentially inactive, showing no interest or engagement with the content you are sending them.

This lack of engagement can be detrimental to your email marketing efforts. It can lead to lower open rates, click-through rates, and conversion rates. Moreover, a high number of unengaged subscribers can negatively impact your sender reputation, which can affect email deliverability. Therefore, it's crucial for marketers to monitor their subscriber engagement levels and take steps to re-engage these inactive subscribers or remove them from the email list.

How to re-engage unengaged subscribers in email marketing?

Re-engaging unengaged subscribers in email marketing can be achieved through several strategies. One effective method is to send out re-engagement emails, which are specifically designed to pique the interest of subscribers who have become inactive. These emails can include special offers, surveys, or personalized messages that remind subscribers of the value your content provides. It's also important to ensure that these emails are mobile-friendly, as many users primarily check their emails on their phones.

Another strategy is to segment your email list based on engagement levels. This allows you to tailor your content to different groups of subscribers, making it more relevant and interesting to them. For example, you could send different types of content to subscribers who open your emails regularly versus those who rarely do. Additionally, consider asking for feedback from unengaged subscribers. This can provide valuable insights into why they've become inactive and how you can improve your email marketing efforts to better meet their needs.

What strategies can be used to reduce the number of unengaged subscribers in email marketing?

One effective strategy to reduce the number of unengaged subscribers in email marketing is to segment your audience. This involves dividing your email list into different categories based on various factors such as their purchasing behavior, interests, and how they interacted with your previous emails. By doing this, you can tailor your content to meet the specific needs and interests of each segment, thereby increasing engagement.

Another strategy is to regularly clean your email list. This involves removing inactive subscribers who have not opened or clicked on your emails for a certain period. While this may reduce the size of your email list, it can improve your engagement rate and deliverability. Additionally, consider re-engagement campaigns for subscribers who haven't interacted with your emails in a while. These campaigns can include special offers or surveys that encourage subscribers to re-engage with your content.

Why are unengaged subscribers a concern in email marketing?

Unengaged subscribers are a concern in email marketing for several reasons. Firstly, they can negatively impact the overall performance metrics of an email campaign. High engagement rates are crucial in email marketing as they indicate that the content is resonating with the audience and prompting them to take desired actions. If a significant portion of the subscriber base is unengaged, it can lower the overall open and click-through rates, making the campaign appear less successful than it actually is.

Secondly, unengaged subscribers can harm a company's sender reputation. Email service providers monitor the engagement levels of emails sent from a particular domain. If a large number of emails are consistently unopened or marked as spam, the sender's reputation can be damaged. This can lead to future emails being automatically directed to spam folders, reducing the visibility and effectiveness of the campaign. Therefore, maintaining a high level of subscriber engagement is crucial for the success of email marketing efforts.

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