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Planning to Launch a Re-activation Campaign

Tuesday, August 16, 2011 by Lavon Temple

To Do ListAs an email marketer sending out regular emails to subscribers, you may notice at some point you are not getting the response you once were.  You notice sent emails aren’t receiving feedback from subscribers.  Essentially, you are throwing noodles at a wall and just hoping something sticks.

It’s at this time you may want to consider a re-activation campaign aimed at regaining the attention of subscribers and increasing interaction with your email campaigns. However, like with most things, it is important to plan first.

  1. The Problem. What have you noticed about your email campaigns? What are hoping to solve with a re-activation campaign?
  2. Potential Happenings. With changes, what are some different results you could achieve?  Could there potentially be more than one ending? If so, take that into consideration to minimize surprise.
  3. The Results. After completing your plan, regularly look at the results and keep track of them so you can determine if you saw the changes you were hoping to.  Doing so will help determine if tweaks need to be made with your plan or if the re-activation campaign is not working.
  4. Future. If the re-activation campaign produces the results you were expecting or produced even better results you weren’t expecting, what are you going to do in the future to keep this going? 

I wrote about re-marketing strategies specific to cart abandonment in an earlier post.  For other questions, please contact us here at Delivra.

Lavon Temple | Marketing

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Re-Marketing Strategy

Thursday, April 21, 2011 by Lavon Temple

Over time, you may have noticed a decrease in the amount of engaged subscribers you have on your emailing list. Not to worry! You can put together a re-marketing campaign in order to re-engage people with your emails. First, you want to create a re-marketing strategy to make sure that you create a successful, effective re-marketing email campaign sure to bring your customers back to you!

Usually, a re-marketing campaign is put into place in order to remind individuals of an online shopping cart they have abandoned.  Consumers abandon online shopping carts for a number of various reasons:

  • High Shipping Costs
  • Get Distracted
  • Difficult Checkout Process

The goal is to create an email campaign to recapture the attention of the buyer in order to encourage them to complete the checkout process.

1. Evaluate. Use analytics and tracking features in order to determine the amount of abandoned carts you are dealing with and if it makes sense to create an entire email campaign to lessen it.

2. Goals. Once you have an idea of an abandonment rate, establish goals you wish to accomplish with your re-marketing campaign.

3. Details. Figure out what you intend to send and when you plan to send it. Some suggest waiting for several hours, some suggest waiting for maybe an hour, and others recommend waiting at least a day or two before sending a reminder email. As far as content goes, are you wanting to include various offers and coupons?

4. Logistics. I suggest working with an email marketing service provider to set up the logistics of sending an abandoned cart email. These emails have to be set up as a triggered mailing automatically sent based on various click through behavior.

5. Measure & Reevaluate. Using analytics to determine how well a re-marketing campaign is doing. This will help you decide if changes need to be made to the campaign or how successful the campaign is based on how your audience is responding.

Need help creating and implementing a re-marketing strategy to recapture the attention of some diverted subscribers? Contact Delivra today!  An email marketing service provider has the knowledge and resources to assist you in formulating a re-market plan and putting it into action.

Lavon Temple | Marketing

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