Stay in touch with lapsed members via a targeted re-engagement email campaign.
Re-engaging members who have stopped opening or clicking on your email campaigns is an important part of all good quality email marketing lists.
These are people who have at one point in time opted in to hear from you or about your services, so if they have stopped engaging with you then it’s good practice to find out why. Having non-engaged email addresses on your send list can have a negative impact on your deliverability as their is a danger that some of those old, non-active emails belong to Spam Traps.
A good re-engagement email campaign should have a friendly, personal tone with a single call-to-action to make it simple for the reader to understand the point of the email and hopefully strike up some feedback.