Every email marketer has an unsubscribed list. But not every marketer knows how much you can do with that list. You can’t email it (yet!) but there are a few marketing opportunities that allow you to make the most of this underutilized asset. Here are three to get you started.
Run an Unsubscriber Analysis
The more you know about your unsubscribers, the more you can improve your marketing campaigns. Run an analysis to see what patterns or commonalities arise in these previous subscribers. It could be that they all favored a discontinued product, live in a region you no longer serve, or reached some milestone or life event that takes them out of consideration for your product or service. This information can help you determine if there are any adjustments that you can make to win them back (more on that in a moment) or safeguard against future unsubscribes.
Create Lookalike Audiences
Your unsubscibers joined your email list at one point, so there may be value in finding more people like them. This is especially true if you take the knowledge gained from your above analysis to overlay any additional demographic or psychographic qualifiers that would help deter against unsubscribing. Most major ad networks, including Google and Facebook, have simple Lookalike Audience builders that just require you to upload the list, then add any qualifiers to their list.
Launch a Winback Campaign
Perhaps the most effective way to use your unsubscriber list is to create a campaign designed to re-subscribe these email addresses. Simply send us your unsubscriber list, and we’ll anonymize the data and search for these encrypted email addresses across the internet. When our system gets a match, we show this unsubscriber an ad designed to get them to rejoin your list. It’s simple, and effective. You only pay for the confirmed resubsribers, and the success rate is high. Especially if you run the analysis first to determine why these users unsubscribed, and tailor a campaign to win them back.
Ready to get started? A free evaluation will put those unsubscribers to good use.