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How to re-engage dormant newsletter subscribers

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Wake up call

The average open rate for finance content marketing newsletters is 21.56%, while the average click rate is 2.72%. If you’re struggling to hit these benchmarks and your list is bogged down with dormant newsletter subscribers—then it’s time to revamp your newsletter strategy.

You might have a large subscriber base. But if many of your subscribers have first, stopped opening your newsletter, and second, stopped engaging with it, then you’re wasting valuable time, energy and resources. This is particularly a problem for financial content marketers, whose performance is measured by statistics. The retention of a high number of dormant newsletter subscribers can significantly skew your results.

But before striking all sleepers off the list, try re-awakening them with these tried-and-tested tips.

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A/B testing

One of the most powerful tools at your disposal is A/B testing. This allows you to pit two finance content marketing approaches against one another to determine which gets the most attention. 

One of the most powerful tools at your disposal is A/B testing.

A/B testing may be applied to any aspect of your newsletter, from subject lines and headlines to images and CTAs. Plus, you can test as narrowly or broadly as you like. For example, you might test subject lines by changing just one word or by running two completely different ideas. However, it’s important to only test one element at a time so you can clearly identify the leading option.  

Kiva, a US-based non-profit, peer-to-peer, online micro-lender, achieved an 11.5% increase in donations by A/B testing two landing pagesone with a break-out box containing persuasive data and one without. 

Paid posts that target dormant newsletter subscribers

Take a hyper-targeted approach via LinkedIn retargeting. This clever tool enables you to find your dormant newsletter subscribers on LinkedIn and target them with paid posts. 

The way it works is this. You upload a list containing the email addresses of your dormant newsletter subscribers. Over the following 48 hours LinkedIn trawls profiles looking for matching addresses. If at least 300 matches are made, then you get the green light to publish paid finance content that targets these profiles. 

Sage, a UK-based multinational that provides cloud-based accounting services for businesses, ran a LinkedIn retargeting campaign that generated more than 700,000 impressions in six weeks, saw a 20% increase in organic sharing of content, and fulfilled four times its lead generation target. 

Ask, ask, ask

This might be the simplest yet most effective strategy. If your subscribers have given up on your finance content marketing newsletter, then ask why. Don’t forget: the essence of finance content marketing is helping your audience through education, which means finding out what your readers want to know—and delivering it. There’s a variety of ways to do this, from conducting polls, to making open requests for ideas, to hosting webinars during which readers can ask questions in real-time.

Last, but not least, there’s no harm in asking dormant newsletter subscribers point blank whether or not they want to continue receiving your newsletter, then where necessary, removing their addresses from your email list. 

Are you ready to transform your finance content marketing newsletter and re-engage dormant newsletter subscribers? Need a hand? Get in touch.

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Jasmine Crittenden
Jasmine Crittenden has written extensively for major finance brands including Westpac, BT Financial Group, Suncorp and Aberdeen Standard Investments – across both digital and print. She’s an expert in content that puts the human element in finance marketing, be it connecting with local communities, inspiring millennials to care about super or clarifying the complexities of personal loans.