Coaches and Practitioners – Clean Up Your List

by | Jan 28, 2025 | 01 Blog, 01B Business | 0 comments

Running a re-engagement campaign is essential for keeping your email list healthy, improving your business results, and maintaining strong connections with your audience. Here are the main reasons for launching one:

1. Revive Dormant Subscribers

Many people on your email list may have stopped engaging due to time, distractions, or changing priorities. A re-engagement campaign helps you reconnect with them and remind them why they joined your list in the first place.

2. Improve Email Deliverability

ISPs (Internet Service Providers) track how recipients engage with your emails. If too many people on your list are inactive, your email deliverability rates will drop. Re-engagement campaigns help you weed out unresponsive subscribers and improve your sender reputation.

3. Increase ROI on Your Email List

Email marketing delivers high ROI, but only if your list is active and engaged. Reactivating dormant subscribers can boost revenue without the cost of acquiring new leads.

4. Clean Your Email List

If subscribers don’t engage after a re-engagement attempt, they may no longer be interested. Cleaning your list by removing inactive contacts ensures you’re only emailing people who care, saving time and money.

5. Strengthen Audience Relationships

Re-engagement campaigns are an opportunity to show subscribers you value them, understand their needs, and have solutions that align with their goals. This builds trust and loyalty.

6. Uncover Insights About Inactive Subscribers

By offering polls, surveys, or incentives in a re-engagement campaign, you can collect insights into why subscribers became disengaged and learn how to serve your audience better moving forward.

7. Prepare for Future Campaigns

Re-engagement campaigns help identify your warmest leads, making it easier to target them in future product launches, promotions, or services. It ensures you’re marketing to a receptive audience.

8. Highlight New Offerings or Changes

If you’ve updated your services, created new courses, or have exciting news, a re-engagement campaign is the perfect way to inform inactive subscribers and get them excited to engage again.

9. Maximize List Growth Efforts

Building an email list takes time and resources. Re-engaging dormant subscribers ensures you’re maximizing the value of the leads you’ve already captured rather than letting them go to waste.

10. Maintain a Positive Brand Perception

Subscribers may appreciate that you’ve taken the time to check in and reestablish a connection, even if they don’t immediately respond. This keeps your brand top of mind and positions you as someone who genuinely cares.

IMPORTANT:  A   reengagement campaign will initially cause a hit to their statistics and an increase in unsubscribes but will provide them with a cleaner list in the long run.

 

SAMPLE Reengagement Campaign

Objective: Reignite interest and engagement from a dormant email list by reminding them of your value, offering something irresistible, and rebuilding trust.


Campaign Structure

1. Campaign Name: “We Miss You!” Reconnect & Reignite Series

  • Number of Emails: 3-5 Emails
  • Duration: 10-14 days

Email 1: “We Miss You – Let’s Reconnect!”

Subject Line Ideas:

  • We’ve missed you!
  • Still here, still helping – Let’s reconnect!
  • [Name], let’s get back on track together!

Body Copy:
Hi [Name],

It’s been a while, and I wanted to personally check in with you. Life gets busy, but I’m still here, ready to support you with [specific service or benefit you provide, e.g., holistic health solutions, mindset coaching, or transformation tools].

To thank you for being part of this community, I’ve created something just for you:
👉 [Freebie, webinar invite, or discount offer – something valuable and relevant]

💡 Claim your [offer/gift/resource] here before [specific deadline]: [link]

No strings attached – just my way of saying thank you for sticking around.

Let’s make 2025 your best year yet!

Warmly,
[Your Name]
[Your Business Name]


Email 2: “Are You Ready for a Fresh Start?”

(Sent 3 days after Email 1)

Subject Line Ideas:

  • Time to prioritize YOU again.
  • Let’s take the first step together.
  • [Name], here’s how I can help right now.

Body Copy:
Hi [Name],

I know how easy it is to lose focus on our goals, but now is the perfect time to get back on track. That’s what I’m here for – to help you realign, refocus, and thrive.

I’ve got something special to help you start fresh:
🎁 [Briefly describe the freebie, offer, or resource again]

💡 Here’s your link: [insert link]

This is your sign to take one small step toward the changes you’ve been wanting to make. I’ll be with you every step of the way.

Looking forward to hearing from you soon!

Warmly,
[Your Name]
[Your Business Name]


Email 3: “Last Chance to Claim Your Gift!”

(Sent 2 days after Email 2)

Subject Line Ideas:

  • Final reminder: Don’t miss this, [Name].
  • Closing soon – Grab it now!
  • Your opportunity ends tonight!

Body Copy:
Hi [Name],

Just a quick note – this is the last chance to grab your [free resource/discount/gift]!

It’s my way of saying thank you for being part of this community and for trusting me to support you on your journey.

👉 Click here to claim it before it’s gone: [insert link]

I’d love to help you take the next step forward, but don’t wait too long – this offer expires tonight at [specific time]!

Let’s reconnect and make some magic happen.

Warm wishes,
[Your Name]


Email 4: “How Can I Help You?”

(Sent 3 days after Email 3 – optional follow-up)

Subject Line Ideas:

  • What’s holding you back, [Name]?
  • Let’s talk about your goals.
  • How can I support you today?

Body Copy:
Hi [Name],

I wanted to follow up and hear from you directly – what’s been on your mind? Is there something I can do to better support you?

Here’s a quick way to let me know:
💬 Reply to this email and tell me about your biggest challenge or goal right now.

I’m listening, and I’m here to help. Don’t hesitate to reach out – you’re not alone on this journey.

Looking forward to hearing from you!

All the best,
[Your Name]


Final Touches

  • Call-to-Actions (CTAs): Use clear CTAs in every email, such as “Claim Your Gift Now,” “Reply to This Email,” or “Let’s Get Started.”
  • Personalization: Use the recipient’s name and reference their previous engagement (if you have data).
  • Landing Page: If you’re offering something like a freebie or discount, ensure your landing page is simple and aligned with the email campaign.
Email Copy with Francis Nayan

How to Measure the Success of a Re-Engagement Campaign

Here’s how you can evaluate the performance of your re-engagement campaign and ensure it delivers results:


Track Key Metrics

To determine success, monitor these metrics closely:

  • Open Rate:
    Measures how many recipients opened your emails. A higher open rate indicates your subject lines are grabbing attention.
    (Goal: 15-25% or higher for re-engagement campaigns)

  • Click-Through Rate (CTR):
    Tracks how many people clicked on links within your email. This shows if the content and offers are engaging.
    (Goal: 5-10% or higher)  If your list is older, the numbers may be lower.

  • Conversion Rate:
    Measures how many people completed the desired action (e.g., claiming an offer, downloading a freebie, scheduling a call).
    (Goal: This will vary depending on the offer but aim for 2-5% or more.)

  • Reply Rate (for personal-style emails):
    If you’re asking for direct responses (e.g., “What’s your biggest challenge?”), track how many people reply.

  • Unsubscribe Rate:
    This indicates how many recipients opted out of your list after the campaign. A small percentage is normal, but a high rate may indicate poor targeting.

  • Re-Engagement Rate:
    The percentage of inactive subscribers who re-engaged (e.g., opened, clicked, or converted).
    (Goal: 10-20% or higher)


Compare Against Benchmarks

Evaluate the campaign metrics compared to:

  • Your previous email campaigns.
  • Industry averages for email marketing.

This will help you understand how well the campaign performed relative to other efforts.

Segment the Results

Break down your email list based on engagement:

  • Re-Engaged Subscribers: Subscribers who opened, clicked, or converted.
  • Still Inactive Subscribers: Those who didn’t respond.
  • Unsubscribes: Those who opted out.

This segmentation will allow you to focus on the subscribers who re-engaged and clean your list of unresponsive contacts.

Set Clear Campaign Goals

Determine what “success” means for your specific business. Examples:

  • Re-engaging 10% of your dormant list.
  • Booking 20 discovery calls or consultations.
  • Selling X number of courses, programs, or services.
  • Reducing the size of your inactive list by 25%.

Look at Long-Term Engagement Trends

Monitor whether re-engaged subscribers remain active over the next 3-6 months. If they disengage again, it may indicate a need to adjust your overall email strategy (e.g., better content alignment or more personalization).

    Strategies to Maximize Results

    1. Craft Strong Subject Lines:

    • Use curiosity, personalization, or urgency to boost open rates.
      Example: “[Name], are you ready for a fresh start?” or “Let’s reconnect – here’s something special for you!”

    2. Provide Irresistible Offers:

    • Offer high-value incentives like free resources, discounts, or exclusive access.
      Example: A practitioner might give away a free guide, mini-course, or a discovery session.

    3. Use Dynamic Content:

    • Personalize the email by including the recipient’s name or referencing their past actions/interests.
    • Use engaging visuals like videos, GIFs, or images to stand out.

    4. Create Urgency:

    • Add deadlines to your offers or limited spots to encourage immediate action.
      Example: “Offer expires in 48 hours!”

    5. Include Clear, Single CTAs:

    • Make it easy for subscribers to know what to do next. Avoid overwhelming them with multiple options.
      Example: “Claim your free guide now!”

    6. Make It Easy to Update Preferences:

    • Include options for subscribers to update their email preferences or change the type of content they receive.
      Example: “Tell us what you’d like to hear more about!”

    7. Clean Your List Post-Campaign:

    • After the campaign, remove subscribers who didn’t open or click. Focus your energy on the audience that’s truly interested.

    8. Run Retargeting Campaigns:

    • Use social media ads to re-engage people who opened but didn’t convert.

    Tools

    Here are some tools you can use to automate, analyze, and optimize your re-engagement campaign for maximum effectiveness:


    1. Email Marketing Platforms

    These tools are essential for creating and managing re-engagement campaigns with advanced automation, segmentation, and analytics features:

    • Mailchimp

      • Ideal for small to medium lists.
      • Features: Pre-designed templates, automation workflows, A/B testing, and engagement scoring.
    • ActiveCampaign

      • Great for automation-heavy campaigns.
      • Features: Advanced automation (e.g., if/then rules), detailed analytics, and CRM integration.
    • Infusionsoft/Keap

      • Great for automation-heavy campaigns.
      • Features: Advanced automation (e.g., if/then rules), detailed analytics, and CRM integration
    • ConvertKit

      • Best for creators, coaches, and solopreneurs.
      • Features: Visual automation builder, email tagging, and subscriber segmentation.
    • Klaviyo

      • Perfect for eCommerce practitioners with courses/products.
      • Features: Robust segmentation, data-driven insights, and SMS/email integration.
    • Flodesk

      • Known for its beautiful design and simplicity.
      • Features: Easy-to-use interface and customizable workflows.

    2. Analytics Tools for Email Campaign Performance

    Use these tools to track and interpret campaign metrics like open rates, click-through rates, and conversions:

    • Google Analytics

      • Set up UTM parameters for email links to track traffic and conversions on your website.
    • Litmus

      • Test how emails will display across devices and email clients.
      • Features: Email previews, spam testing, and performance analytics.
    • HubSpot Email Marketing

      • Offers in-depth analytics and integrates seamlessly with HubSpot CRM to track engagement history.

    3. List Cleaning and Optimization Tools

    Cleaning your email list ensures better deliverability and results.

    • ZeroBounce

      • Verifies email addresses to remove invalid, fake, or outdated ones.
    • NeverBounce

      • Cleans your list in real time to improve deliverability and sender reputation.
    • Bouncer

      • Detects invalid or risky emails to maintain a clean, engaged list.

    4. Landing Page Builders for Your Offers

    If your re-engagement campaign includes freebies or offers, these tools help create professional landing pages:

    • Leadpages

      • Drag-and-drop builder with pre-designed templates for lead generation.
    • ClickFunnels

      • Full funnel-building solution for creating landing pages, sales pages, and upsell sequences.
    • Unbounce

      • Focused on high-converting landing pages with A/B testing capabilities.

    5. A/B Testing Tools

    Test your subject lines, content, or CTAs to see what works best for re-engagement:

    • Optimizely

      • Advanced testing for email and web pages.
    • Google Optimize

      • Free tool for testing landing pages linked to email campaigns.
    • Mailchimp/ActiveCampaign Built-In A/B Testing

      • Many email platforms include A/B testing features for subject lines and content variations.

    6. Social Media Retargeting

    For subscribers who open your emails but don’t act, retarget them through ads on social platforms:

    • Meta Ads Manager (Facebook/Instagram)

      • Upload your email list to retarget inactive subscribers with reminders or exclusive offers.
    • LinkedIn Ads

      • Ideal for professionals and practitioners targeting specific industries or niches.
    • Google Ads

      • Run display or search ads targeting those who’ve visited your website but didn’t convert.

    7. Surveys and Feedback Tools

    Find out why subscribers went inactive and what they want:

    • Typeform

      • Create engaging, interactive surveys to learn more about your audience.
    • SurveyMonkey

      • Simple and effective for gathering feedback on why subscribers disengaged.
    • Google Forms

      • A free option to ask subscribers quick, simple questions about their preferences.

    8. Personalized Email Video Tools

    Sending personalized video messages can make re-engagement campaigns more human and engaging:

    • Bonjoro

      • Record quick, personalized videos for inactive subscribers to show you care.
    • Loom

      • Create video tutorials, walkthroughs, or personalized offers to include in emails.

    9. CRM Tools

    If your re-engagement campaign ties into a broader strategy, use a CRM to track and nurture leads:

    • HubSpot CRM

      • Tracks email engagement and customer interactions in one place.
    • Salesforce

      • Ideal for larger teams who want advanced tracking and segmentation capabilities.
    • Zoho CRM

      • Budget-friendly and integrates with email campaigns for small businesses.
    • Infusionsoft/Keap CRM/ECommerce
    • Tracks email engagement and customer interactions in one place.

    10. Content and Design Tools

    Create visually appealing emails that grab attention:

    • Canva

      • Design headers, banners, or visuals for your emails.
      • Templates make designing quick and easy.
    • Figma

      • For collaborative, high-quality email designs.
    • BEE Free

      • A free tool for designing stunning HTML emails compatible with most platforms.

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