Are your sales down? Has your click rate declined, and your open rate isn’t what it used to be? Are you just not getting the level of response that you used to get out of your subscribers? It might be time to consider a re-engagement campaign.
Unsubscribes aren’t the only way you lose email subscribers, over time some subscribers become inactive and stop opening and engaging with your emails. The big question here is how do you win those subscribers back?
What is a re-engagement campaign? This is a series of emails sent to your inactive subscribers with the goal of re-engaging them on a particular product or service you offer.
Where do I start?
The main point of a re-engagement campaign is to remind your customers why they signed up with you in the first place. You interested them once upon a time, they wouldn’t be on your list otherwise. It’s time to let them know that you’ve noticed their lack of enthusiasm, and you want to do something about it.
Segment your list based on the subscribers that haven’t opened or clicked on your latest few email campaigns, and start a conversation.
Types of re-engagement campaigns
Remind them why they signed up
Sometimes your subscribers need a bit of a reminder about the value your emails add. Remind your subscribers about the content you send them and possibly even look at updating them on some of the content they have missed out on.
Offer solutions to their problems
Try and find out why someone has stopped engaging with you and offer them a solution. Give them options such as updating their email preferences or following you on social media instead. Or send them a friendly, personalised email offering to help them out of whatever rut they might be in. This should get them interested. You can point them towards various help guides, articles, or just ask them to give you a call. There’s no need to be coy about it, asking an honest question will get you answers.
Offer them something of value
Let’s face it we all LOVE free stuff. So if all else fails, why not offer your inactive subscribers something of value to get them active again. By giving your subscribers something free or of value means they are more likely to open the next email you send.
A fact of email marketing is that subscribers come and go. People change and grow and their interests change and grow along with them. You won’t win them all back, but that doesn’t mean you shouldn’t try. Show your caring side and let your subscribers know that they are still wanted.
If you need assistance with your re-engagement campaign get in touch and we’ll help you get it right!