If you have been involved in any form of email marketing, you will understand all the time and effort that goes into growing your subscriber database. Going hand in hand with the time and effort that goes into crafting perfect campaigns. This is why it hurts so much when we see our subscribers veering off the path. With open and click rates declining. Invesp (2021) states that “it costs five times as much to attract a new customer than to keep an existing one.” Really putting an emphasis on how important it is to reengage with your existing subscribers.
Thankfully in the email marketing game, there is a remedy to this little headache we call “unengaged subscribers”. This remedy includes a mixture of re-engagement campaigns and a good offering!
Re-engagement or “win-back” campaigns consist of a series of campaigns sent with the goal of converting inactive subscribers to active subscribers. According to a study by Research Path, 45% of all subscribers that receive re-engagement campaigns, engage with following emails from the same brand.
Here are a few tips to maximise your efforts with your re-engagement campaign.
Segment, Segment, Segment!
Segmenting your subscribers in your lists is the first step to a re-engagement campaign. An inactive subscriber is described as a subscriber that has not interacted (opened or clicked) with any of your campaigns in a certain amount of time. Campaign Monitor (2021) suggests this time frame is around 6 months. Once this segment is saved, it will be easy to target who you need to when setting up your campaign.
Choose your Re-engagement Campaign
As mentioned in one of our blogs “Rekindle the spark with your subscribers” previously, there are a few types of different re-engagement campaigns.
- Remind them why they signed up
- Offer solutions to their problems
- Offer them something of value
Content is Key
When your re-engagement campaign lands in subscribers inboxes, make sure that the content they are receiving is just right. This includes making “call to actions” direct and minimal. The recommendation here is to have only one “call to action”. This should be the same as the content of your campaign, short and sweet. With the tone of your campaign, Campaign Monitor (2019) suggests that the tone should be even more so conversational with your subscribers through a re-engagement campaign. This will increase engagement with subscribers.
Re-Engagement Subject Lines
Although subject lines are sometimes overlooked, they are a very important factor in re-engagement campaigns. Your subject line and pre-header will be the first impression your subscribers have. Making or breaking the possibility of engagement. If you feel as if this is too much pressure, you can always run an A/B Split test. This will ensure that the campaign that is ultimately sent out, is the one that your subscribers are responding to the best.
With that goal in mind, you must be prepared to say goodbye to subscribers that don’t engage with your win-back efforts. Keeping this in mind, you should not jump the re-engagement ship until at least 2 – 3 campaigns have been sent out.
If you have any questions or would like some advice on re-engagement with your subscribers, get in touch with us today! We are here to help.