I had been working on a whitepaper regarding re-engagement for some time, and though the release of that whitepaper has yet to be determined, I wanted to share some useful information that I’ve gathered. After one of our recent webinars, we sent out a survey to attendees asking what they wanted to learn from us, and the most popular answer was re-engagement campaigns. So why are they so important?
Oftentimes, a list has a lot of “inactive” subscribers – those who haven’t opened an email in 3 or more months. These inactive customers lower your engagement rate, and therefore your reputation with ISPs like Google and Outlook (check out a useful post from MailChimp regarding engagement and its effect on your reputation). A simple re-engagement campaign could be the perfect fix for your inactive subscribers.
For example, say you have a list of 50,000 customers you’re sending to, and on average, about 5,000 of them open your emails, giving you a 10% open rate. If 30%, or about 17,000 subscribers on your list are inactive, and you get rid of half of them by launching a re-engagement campaign, your open rate automatically goes up to 12% – that’s a 20% increase right off the bat!
Though I don’t want to give away every detail of the upcoming whitepaper, I will give a few tips:
- Step 1 is segmentation
- Delivra software allows you to segment by engagement – target those customers who haven’t opened an email in the last 3-6 months
- Have a goal
- It can be as simple as, “By launching a re-engagement campaign, I want my open rate to increase by 15%”
- When crafting the emails, include:
- An eye-catching subject line, like “We miss you!”
- An inviting call-to-action
- A common tactic is to give your customers some sort of incentive to stay engaged, like a coupon or a free download
- The option to unsubscribe
- A deadline to re-engage
- Make sure to let them know that if they haven’t re-engaged by a certain time, they will be removed from your list
Lastly, just because they’re removed from your email list doesn’t mean they’re gone forever! If you have a mailing address in your data, try re-engaging via a direct mail campaign.
Questions on re-engagement campaigns? Reach out to your Client Success Manager for guidance! Be watching for the release of the full whitepaper in early 2014.