The point of an email list is to engage with the people on it, and to build a relationship with each person How to delete a labels in gmail. Ultimately the point of the relationship is to make sales – either to the person on the list, or through them to people they know.
That said, if a person on your list is not engaging with you by at least opening your emails (hopefully reading the content and clicking on the links) at least some of the time, you’re wasting your effort and their time by continuing to email them. You should periodically “wash” your email list by attempting to re-engage with the individuals and, if that doesn’t work, removing them from your list. A small, dedicated and engaged audience is better than a larger audience that doesn’t give a damn about you.
This describes a re-engagement sequence using MailerLite’s Automation tool. I use this sequence for my own lists, as well as the lists of my clients. You can build a similar sequence in every other major Email Service Provider/list management tool.
First, I select people who have not opened an email from the sender within a certain framework. Depending on how often your emails go out, I suggest 24 emails or 6 months. I copy those names to a new list – make the name obvious, like “No Engagement” or “No Opens,” something like that. I then send them a 3-email sequence to try to get them to confirm their interest.
I can’t give you exact wording. Your list members, and their reason for initially connecting, will be different from mine. However, the “bones” of the email can be the same.
The first email thanks them for joining, but says you’ve noticed they haven’t read any of your recent emails. Acknowledge that interests can change. Tell them that new content is coming, but if they’re truly no longer interested, they can click on the “Unsubscribe” link at the bottom of the email. You could also give them a link to click (a page on your website is good) so they can see what’s happened lately.