Digiday interviews a number of newsletter experts about how to catch the attention of lapsed subscribers. Many said it’s easier to grab the attention of a subscriber who has lapsed for more than 90 days, as opposed to new subscribers who haven’t opened.
One strategy: individualize appeals as much as possible:
Many publishers have found that they need to drastically change what they’re sending if they want to catch a lapsed subscriber’s attention. An Elevator subscriber who hasn’t opened an email in 90 days, for example, gets a personalized note addressed to the subscriber by name. If someone hasn’t opened Morning Brew, a daily business newsletter with over 700,000 subscribers, in six weeks, they get a message from the CEO, which is meant to restate the value of the newsletter itself.