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Email Marketing with Mautic

How to Reconnect With Your Email List

Have you ever felt like you've lost touch with your email list? Maybe life got in the way, or you just weren't sure what to say for some time. (Don't worry, we've all been there!) Today, I'm going to talk about how to create a killer email that you can use to reconnect with your audience (even if you've been MIA for a while).

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This article is about an email list that you haven't reached out to in a while. It is not about how to reengage cold contacts, i.e. leads that aren't responding to or interacting with your emails.

So, you've got a "cold" email list? An email list that you didn't reach out to in a while?

Well, this happens to the best of us—it sure did to me. But no biggie! You can fix that.

With a well-crafted reengagement email, you can warm your audience up again. Let's dive into how to create an email that'll make your subscribers sit up and take notice.

Here's an easy-to-follow structure you can use to create your reengagement email:

  1. Address the elephant in the room: How long you've been away.
  2. Come clean: Why you left your email list hanging.
  3. Reintroduce yourself and your business (because, hey, they might have forgotten).
  4. Remind your audience how/when/why they signed up.
  5. Offer some value (because who doesn't love free stuff?).
  6. Make it easy to say goodbye (if they really want to).

Let's break it down, shall we?

How long you've been away

The hardest part is always the beginning.

It's like dialing the number of a friend you haven't called in months (sorry, Michael😕!), hearing the ringing tone, them saying “Hello”, and, finally, having to say something.

But I know you got this! Just state the obvious:

Acknowledge that time has passed. It could be something like:

Hey there!

It's been a while since I've been in touch… about 6 months, give or take a few days of procrastination. 😅

And it's totally on me!

This shows you're aware of the silence and aren't trying to sweep it under the rug.

But now what?

Why you left your email list

Next, give them the lowdown on why you've been MIA. Be honest, be human. Maybe you were:

  • Overhauling your entire product line.
  • Moving across the country.
  • In need for some personal/family time.
  • Taking a sabbatical to recharge your creative batteries.
  • Battling a severe case of writer's block.

Whatever the reason, let them know. Transparency goes a long way in rebuilding trust.

Let me be totally honest:

I needed some time to [(re)create my products/website; rethink my business direction; move; spend time with my family; recharge].
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Why this matters: Giving your readers a reason why you haven't touched base with them makes you human. It instantly increases your know-like-trust factor.

Reintroduce yourself and your business

Let's face it: After a few months most of your readers will have forgotten about you and what you do.

Yup, this stings. But be honest:

How many newsletters did you subscribe to and forgot about it (many, anyone)? Did you ever notice if one went dark? Yeah, neither did I.

So, give your reader a quick refresher on who you are and what your newsletter/business is all about. Keep it short and sweet, like:

In case you've forgotten (and I wouldn't blame you if you had), I'm Toby, the guy behind Audienture. I'm all about helping folks like you make the most of Mautic's awesome marketing capabilities.

Maybe link to your about page.

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Why this matters: Your readers can quickly assess whether they are still interested in the content you provide. No matter the outcome, this will benefit your list quality.

In addition to this, there's another thing your readers might have a hard time remembering that you should address.

Remind them how/when/why they signed up

I'm 100% certain that even in an active list less than 50% know why and less than 10% know when they initially signed up to your list.

You should remind them about when and why they joined your list in the first place.

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Why this matters: Your reader will feel like they never signed up for your list. Thus, they are likely to hit the Report Spam button. This paragraph tries to avoid this.

Yes, this can be hard. Perhaps it's impossible because you don't have any records about this. Some ideas:

  • Did they download a lead magnet?
  • Sign up for a webinar?
  • Received a free call?
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Pro tip: Mautic's dynamic content capabilities are a perfect choice to personalize this section.

If you have no records to personalize this, then you might talk about your best converting (or two) lead magnet(s). 80/20 rule at its best 😉

Whatever it was, remind them of the value they were expecting to get (and got) from you.

You (most likely) signed up for [incentive/lead magnet]. If you can't find it anymore, [I attached it to this email / you'll find it (here)].

Some people will remember; others won’t. Regardless, the next part is crucial for gaining goodwill at this new beginning with your audience.

Offer them something valuable

Now is the time to deliver value to your readers! I mean, that's why you reach out to them, right?

Offer them something new and exciting. It could be:

  • An exclusive, unpublished lead magnet.
  • A free mini-course.
  • A special discount on your products or services.
  • etc. you know the lead magnet drill...
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Why this matters: Even if your readers won't remember you... By offering something of value you can certainly hook them (again). And those who remember will like you even more.

You can say something along the lines:

I want to make it up to you. And I'd like to say thank you again for trusting me with your email. Please find this exclusive [freebie] on [topic]. You can expect to find A, B, C.
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Bonus: If possible, make sure your offer aligns with the reason they originally subscribed. If they signed up for email marketing tips, don't suddenly offer them a guide on interpretive dance (unless that's somehow related to your business, in which case, kudos for creativity!).
It may even make sense to create several emails for different segments because of this.

You said “Hi”, “Sorry”, and gave them something. Now what?

Try to make them reconnect with you

Just like with your welcome email: Use this email to (re)connect with your audience.

6 Essential Elements of an Excellent Welcome Email
You have probably heard this before: There is no second chance for your first impression. Your welcome email is your email marketing equivalent to a real-life handshake and introduction. The question is: How do you win at this kind of first impression? In my opinion there are two things to
AudientureTobias

Learn what's happened in your reader's life. What changed for them?

What have you been up to?

As a bonus I’m also giving away five thirty-minute one-on-one [your service] consultations. Hit reply, tell me about your challenge and I might cime in.

Now, the email is almost done. But there is still one crucial element missing.

Make it easy for them to unsubscribe

I know, I know. The last thing you want is for people to leave your list. But here's the thing:

There's a good chance they're not interested in it anymore.

Time didn't stop for you, nor for your readers. So, their interests might have shifted.

Thus, it's better for the both of you if they unsubscribe.

Include a clear, easy-to-find unsubscribe link. You might even say something like:

If you're no longer interested in [your topic], no hard feelings! You can unsubscribe (here). I'll shed a tear, but I'll understand.

That's it!

This is my blueprint for creating a reengagement email. You can use it to wake up even the coldest of email lists 😉

Be Genuine and Offer Value

Remember, the key is to be genuine, and offer some value.

Have you tried sending reengagement emails before? What worked for you? What didn't? I'd love to hear about your experiences!

Happy marketing, and may your open rates be ever in your favor!

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