So you've used Mailchimp for your company's email list since the beginning. When you had free time, you sent out updates and fun items.

However, you became preoccupied. Your attention was drawn to your product. To the sales department. To collaborations. To the topic of financing to (a hundred other things). Keeping an active and warm email list fell by the wayside.

It occurs all the time.

Quite a bit. Your business isn't the only one. Even the most active and successful internet businesses allow their email lists to sit dormant for some time (too long).

You sometimes realize that you need to start sending to your list again. You already know that email is essential to a successful content strategy, and today it's much more so.

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The dread of sending to a "do not contact" list

I'm not advising you to "just push send... now!" without noting the potential for severe consequences. And the longer it has been since your list has heard from you, the more cautious you must be.

What could go wrong?

For starters, mass unsubscribes. You're probably similar to me. I'm likely to click the "unsubscribe" link at the bottom of a newsletter from someone (or a firm) I've never heard of before and don't recognize. Even if I did sign up for your mailing list, I'm not sure I recall because it's been so long. That's an excellent cause to get people to unsubscribe. 

Worse still, your email may be flagged as spam. Consider yourself lucky if your subscribers picked the "unsubscribe" option over the faster/easier "Report Spam" one.

Check Alore

The more spam reports you receive, the more "dings" your email address earns in Gmail's eyes, increasing the likelihood that your emails will bypass users' inboxes and head straight to the Spam bin. This isn't good.

Should you start from the beginning?

Is it even necessary to contact individuals on your list if it's old? It could be a better idea to go on and start developing your list from the ground up.

No, I do not believe that is true. There's still time to reconnect with those who were interested in what you have to give at some point in the past. Perhaps they signed up for your early access list since your initial pitch piqued their interest. Maybe they've begun using your software for free.

As a result, you're correct in seeing an outdated list as a big chance to reconnect with folks who may still be warm prospects for your content and product.

What you should avoid doing

So now you're all set to go. You've imported your list into Mailchimp, Drip, or whichever email service you use. You're getting ready to compose your first mass email.

But hold on! Before you proceed. When sending your first email in a long time, I was hoping you wouldn't do the following: Let me explain a few of the all-too-common blunders we encounter at this crucial moment.

Don't believe they follow you.

Sure, some of your subscribers may have signed up for your newsletter or used your product in the past. However, even a few months on the Internet time might feel like years.

They probably don't remember you. So, could you not take it for granted that they do? Start your email as though it's been a week since you last emailed them. You'll need to accept and overcome the fact that it's been a long time, and I'll teach you how to do so below.

Don't sell anything.

I'm not telling you that email isn't the best place to pitch your product. When the moment is perfect, it will be.

That isn't the first time you've sent an email to your list in months. I'll repeat it: don't try to sell anything right now.

"Start your free trial" is not an option. There will be no "here's an exclusive coupon." There will be no "look at these wonderful new features of our product." None of it.

This email aims to reconnect with each subscriber and re-establish a positive connection. Giving them something of value is how you do it, which I'll show you how to do below. 

Remember not to be impersonal.

When it comes to email marketing, this is a general best practice, but it's much more critical when you're delivering to a dormant email list.

Avoid slapping your company's logo over the top of your email. Don't come across as a business robot. Make sure your email isn't just a collection of banner adverts. These are specific methods to cause people to unsubscribe, report you as spam, and forget about you.

Guidelines for Best Practices

We warned you about what not to do. What's the best strategy to re-engage a dormant email list?

The following are four excellent practices to follow:

Remind them of your identity

As we previously stated, most of your email list is unfamiliar to you. Therefore, your first aim should be to personally reintroduce yourself and explain why they should continue reading (and stay subscribed).

Try something like this:

"Howdy" (First Name),

You tested our program a while back, most likely because you were trying to [address a typical problem that your software solves]. This email, however, is not about our software.

It is about..."

That's when you go directly into the email's value offer (yes, even something as simple as an email must have a value proposition or a compelling reason for the person to open it and keep reading).

Give something useful.

The goal of the email is to provide them with something they desire. For no cost.

How do you know what they're looking for? Well, researching your target clients is a big topic we'll cover in-depth in several articles on this site (like this one).

"Hey, remember us?" cannot be the sole goal of this email. There has to be more to it than that. You're sending them an email to offer them something they can (and will) use immediately.

Something informative is suggested. Here are a few suggestions:

A new email course: In this email, you may add a link that would automatically launch a series of instructional emails to assist them in achieving a specific goal, such as "get more sales" or "optimize your website" (your customer's key pain points would determine the topic).

The first post on your new blog: If you haven't published anything yet, don't publicize it (don't say, "Stay tuned for our soon-to-launch blog!"). Please wait until you have a few high-value pieces to publish before promoting them as must-read resources.

Your subject line, by the way, should reflect the incredible value you're giving away in this email. After all, that is the entire point of this email.

Make it unique

As I previously said, this email should not have originated from a computer. It should develop with you.

A computer should not send your list of emails. They should originate with *you*.

A white paper, often known as a report, is a document that contains information. These may appear "fluffy," but with the correct amount of research and solid, practical insights, they may benefit your target audience. Include a link to the report's free download in the email.

Have you compiled a list of first names for your email list? Begin with a warm greeting, such as "Hi [First Name]." Then attempt an introductory phrase like "Hey there."

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Write in a conversational, intimate tone. Yes, you represent a corporation or a brand, but there are actual individuals behind that firm, just like you. So go ahead and put yourself out there and strike up a conversation.

Make use of simple text

Plain text is the most acceptable email marketing best practice in general. This is especially true when distributing to a list of people who haven't heard from you in a long time.

By plain text, I mean maintaining the appearance of your email... Plain. It's not a branded commercial that pops up in your email inbox. It should have the appearance and feel of personal communication from a colleague or friend.

A plain text format supports the primary purpose of being personal in your style and approach and increases the likelihood of the email being opened and read. Choosing to delete or "report spam" is a split-second choice. Using a plain text format will frequently give you a few extra seconds by getting the individual to read the first line or two of your message (which hopefully results in them reading your entire email).

Let's get this party started!

By plain text, I mean maintaining the appearance of your email... Plain. It should have the appearance and feel of personal communication from a colleague or friend. It's not a branded commercial that just happens to pop up in your email inbox.

A plain text format supports the primary purpose of being personal in your style and approach and increases the likelihood of the email being opened and read. Choosing to delete or "report spam" is a split-second choice. Using a plain text format will frequently give you a few extra seconds by getting the individual to read the first line or two of your message (which hopefully results in them reading your entire email).

Conclusion

So, ideally, these pointers will assist you in effectively reconnecting with your email list if it's been a long time since you've sent a message. Now it's up to you to re-engage your email list.