With time, any list will accumulate subscribers who stop opening emails. If there are enough unengaged subscribers on your list, you’ll see lower open rates and eventually a lower sender reputation.
The solution? List pruning.
Pruning your list is a basic tenet of email hygiene. You can do it with a simple prune action in Drip, but if you’d like to take a softer approach, use this re-engagement blueprint.
This blueprint is triggered by a bulk operation of a segment of your subscribers who haven’t opened a certain number of your emails. They’ll get an email from you asking if they want to keep getting your emails, and if they don’t click a reengagement trigger link within 5 business days, they’ll be unsubscribed from your account.
Get started by creating a workflow and call it something like “Re-Engagement” or “List Pruning.”
You don’t need a trigger for this workflow, as you’ll be triggering it with a bulk operation or with another workflow. You’ll learn how to do this in the last step of this blueprint.
Next, add a tag to your workflow so you can filter your subscribers later.
After you add a tag, either create a campaign or send a one-off email with something like this:
A good re-engagement email explains why they’re getting the email (they’ve been inactive for x amount of time), why they should stay engaged and what value you’re delivering in your emails. You can also remind them of how they signed up to receive emails from you in the first place.
The re-engagement link in your email is a trigger link. You’ll add this as a goal in the workflow in a later step, then you’ll come back and add it to the body of your email.
Next, add a delay to your workflow. I use a 5-weekday delay. Right after this delay, you’ll add an unsubscribe action.
Next, include a trigger link goal. The link doesn’t have to be anything special: I use a link to Drip’s home page, and you could link to your home page or a landing page confirming your subscribers’ engagement.
Once you create your trigger link, go back to your re-engagement email and add the trigger link to your email.
After the goal, you can add a tag and add a confirmation email.
Now you have a re-engagement workflow you can use any time you need to prune your list.
To add subscribers to this workflow, use a bulk operation.
The bulk operation for this workflow could look something like this:
- workflow example
- re-engage workflow