Many companies spend a lot of time with their email marketing campaigns to engage their email list subscribers. Over time engagement levels trend downwards and it is up to you to engage your email subscribers before losing them. There is value in investing in re-engagement campaigns as investing in acquisition of new customers is 6-7 times more costly than re-engaging past customers. Email marketing company Reachmail has put together a visual guide on how to best re-engage a dormant subscriber list.
In the guide they highlight on click rates by industry decline over time. There are several case studies highlighted in the guide that reinforce this data. They then go on to show why open rates decline and what you can do about it. 69% of American email users have unsubscribed from a list because emails were sent too frequently. The right amount of email varies widely by industry and audience. It is important to monitor your own email campaign data to find the point where increasing frequency leads to reduced engagement. To learn more check out the infographic below.