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Email Re-Engagement www.emaildelivered.com
What Is An Email Re-Engagement Campaign?
Simply stated, an email re-engagement campaign is nothing more than a series of emails designed to get subscribers that are no longer opening your emails or interacting with your messages to START opening your emails again.
As much as 25% of your email list can die off each year, due to things such as:
Changing email providers (people move from Hotmail to Gmail, for instance)
Changing jobs (especially common in B2B markets)
Opt out of receiving future emails from your company for any number of reasons
In addition to people that drop off, there is often a very high number of subscribers who remain on your list but stop opening your email messages. They may no longer be interested in the topic, in messages specifically from you, or they may not be getting the messages in their inbox.
THESE are the people we’re referring to when we talk about creating a re-engagement campaign.
They were interested in what you had to say at one point, but for one reason or another may no longer be opening your emails. So, you’ll want to see if you can somehow regain their attention.
NOTE: This is ASSUMING that your messages are making it to the inbox and not getting trapped in the spam folder.
Here are 5 steps to follow when setting up your own email re-engagement plan:
Decide how far back you want to go. Generally 3-6 months is a good guideline to follow. Anything farther than that has a much lower likelihood of re-engaging.
Segment based on subscriber information that you have access to such as products they’ve purchased, links they’ve clicked, interests you can identify, etc.
Create your campaigns and pay careful attention to the following:
From name (Your name, company name, etc.)
Subject line (Make a change from the norm! They’re not opening what you’ve BEEN sending)
Message content
Calls to action
Watch your metrics and remove people that have not re-engaged on some level after several days/weeks, depending on the length and nature of the campaign.
Repeat!
Repeat for all of your segments and do so regularly.
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