For whatever reason, your email marketing campaign has fizzled. Four years ago you sent an e-newsletter to more than 3,000 customers. Since then many of your clients have opted out, people didn’t seem to care about a newsletter, and Eric the intern, who was managing it, left for a full-time position at a competitor. So…

Regardless the reason you know you should be marketing to this list of interested parties. You even feel guilty that you haven’t used your MailChimp account for anything more than an occasional email blast to employees. Every time you hear the phrase, “Email marketing” you get a sharp pain just above your left eye. You’ve developed a twitch. It might be time to get back on the saddle.

Where to Begin

Trim the List

Begin by cutting out old uninterested emails from your list. Send a blast requesting a new opt-in. An opt-in can be single, they sign up and receive your content, or double, they sign up and receive an email to click and confirm their participation.

Another method is to offer your customers the chance to update their information. Anyone who takes the time to update their information can be assumed to be an interested party.

Offer Options

Segment your content to fit the interests of your audience. For example, at TKO Graphix, we offer four product lines, vehicle graphics, signs, promotional products, and marketing services. We could offer the following:

What content would be of most interest to you?

  • How-to and insider information on vehicle graphics
  • News, and best practices about signage
  • Promotional products, facts, new products, and trends
  • The latest in online and traditional marketing
  • All of the above

Engage your Audience

The best way to engage your list is to begin a conversation. Ask for their input and advice. Involve them in your content.

  • Conduct Surveys
  • Offer incentives
  • Create a contest
  • Give away discounts or coupons

Content is King

We’ve all heard content is king, but usually in regards to SEO (Search Engine Optimization) and web development. But content is king for email marketing as well. If your content doesn’t mean anything to your clients, they won’t stay with you very long. If every email is a thinly veiled sales pitch, they will soon opt-out. And if your content doesn’t solve their problems, entertain, or answer their questions, they’ll look elsewhere.

Calls to Action

Most content should include a call to action. That doesn’t mean a “Buy Me” button  added to every message. It can be as simple as adding, “If you’d like to learn more follow us at”

Test it

A/B test content, subjects lines, and layout. Try sending mail at different times of day. Play with images. Try posting different types of content.

Ready, Set, Go!

It’s past time to stop feeling guilty about your email list that’s been languishing in the bowels of your server since 2015. It’s time to do something about it, and today’s the day. You can do this.

If you’d like to learn more here’s an excellent post from MailChimp – Re-engage Inactive Subscribers

Photo credit: Official GDC via / CC BY