There’s an oft-cited stat that database decay is about 25% per year, meaning a quarter of your list goes bad every year. But that stat from Marketing Sherpas is from 2001! Nowadays, it’s more like 30%. And if you are in the tech industry, it can be as high as 70% as people move jobs more often.

That’s a large chunk of your list! And, as we talked about last month, having inactive subscribers on your list is asking for spam complaints not to mention it may be costing you money as some list managers charge you by the subscriber count or how many emails you are sending. And if those emails aren’t getting read, what’s the point?

On the other hand, forever does not exist. Your customers and those on your list will get tired of you eventually.

Once you have come to terms with the fact that not all your email subscribers will be with you for the rest of your marketing career, here comes the silver lining: Not all disengaged subscribers are lost causes.

There are still a bunch of ways to win them back. Besides, you already won them over before. Right?

In a nutshell, re-engaging them is only a matter of figuring out what they liked about you the first time. To re-engage your email subscribers, you will need to look for ways to spice things up. So, how do you do that?

Simple. Send them your best “win-back emails.”

In this quick video, I share 8 email examples of how to charm and win back inactive subscribers.