How to perform re-engagement campaigns

As an email marketer, you should know the value of relationship and how to maintain it with your subscribers. Relationship with your subscriber has started just like a proposal of a date. When you asked them for a date, they readily accepted it, blushed when you send them any surprise emails. Felt happy with offers and discounts. Counted on you for solutions and waited for your helping hand. Your personalization messages made them to feel that you are there for them in need and so on. Everything went well for a certain time span.

Now time passed and interest seems to fade away, your subscribers are inactive when you send them anything important. They feel that you are bored and unattractive with the similar fonts, formats, layouts and designs. But don't get stressed, you can win them back with the same spark like before. Keep up your reactivation and re-engagement campaigns to remind them that you have not forgotten them, their taste and their interests. Everything will be same once they come back to you. Say them you will wait for them for life as they are love of your life.

About email re-engagement campaign:
It is a process of bring back your inactive subscribers into active mode who are least bothered to open your email campaigns for the past 6 months or those go stale. A good email marketer should know how to and when to conduct re-engagement campaigns to pool out the maximum revenue from their list. This also allows you to update the efficiency of your list. The best option is to design reengagement auto responders to win back their status in an appropriate time and to make your subscribers feel that you are there for them at all times.

When you want to talk:
Determine the time when you really want to contact them but the best option to talk to them is from 3 to 6 months. Why because after 6 months the email addresses might go stale and your engagement rates will hurt your reputation score very badly.  

Divide and rule:
Rather than segmenting your data based on demographics and geographic, go in deep to calculate some key segments and analyse the output to custom your re-engagement campaigns. Make your targets specific and your results will be more encouraging.

Plan your campaigns:
Spending a little extra time to craft content and subject lines will really work well for you in terms of results and sales. Make up your mind that it is last chance you have to convince and to get them back and if you have not made use of this, then you are sure to lose them. Craft valuable content and subject lines so that your clients would not ignore it.

Adopt metrics:
Never neglect to adopt metrics to measure your campaigns results. Test, track and analyse to see what works best for your campaigns and how you would be able to hold your subscribers. Track your opens, click through, conversions and complaints. Always try to keep your complaint and abuse rates below 0.1%. You might think that it is very low but anything above this will definitely hurt your reputation score badly.

  • Remember to track all the reengaged subscribers who have shown interest in opening your emails and try to maintain their relationship through alternative methods.
  • In order to increase the percentage of active users, segregate them over total users and monitor the results to custom re-engagement campaigns.
  • Try to reduce spam rates by removing the inactive users from your mailing list so that you will minimise the number of inactive clients marking you as spam.
  • Know to balance your active and inactive users to see your deliverability rates improving.  

Why re-engagement is important?
In email marketing it is accepted that an email marketer will lose 25% of their list every year. Why it happens? It is because people might change jobs or change their email addresses or might change domains or opt-out from your service or might remain dormant without any interaction. These all reasons will affect your engagement score badly. This score is a part of email marketing which cannot be eliminated at any cost. The only thing that can be done is to perform re-engagement or reactivation or win-back campaigns to get them back to you.

Why reengagement is said to be important is that your clients might get inactive due to various reasons like:

  • Your email might land in their spam folder.
  • They just want to opt-out from your list.
  • Your content and subject lines are not up to the mark.
  • You are emailing them more frequently than they have expected.
  • They might have forgot that they subscribed for your service.
  • They just want to get the offers and discounts.
  • Your content is not informative or valuable to them.
  • Your sign up process is encouraging but your emails are not worthy enough.

Not only these, they are many more reasons for your clients to remain dormant. But it is well understood that there is revenue sitting dormant in the corner of your list. Try to pool it out and make it a revenue generated one.

How to handle unengaged subscribers?
Handle them with care. It is really important to know how to handle your unengaged users. Remember that they are once active and loved you the most for your personalization messages, valuable content, surprise coupons and discounts. Hence tell them that you are still there for them at all times for support and help. They can count on you for any solutions. The following are the options to handle unengaged clients in the best way.

Washing out the inactive subscribers from your list to makes it clean and healthy. This process is not necessary; still this will allow you to communicate only with engaged clients in a better way. This is the easiest way to handle your inactive or dormant subscribers.

Point to ponder: If you employ this method then conduct re-engagement campaigns out of your email campaigns with social media like Facebook or Twitter to keep them in touch with you and carry this depending up on the output or with the data you have.

Make your inactive subscribers a list and send them separate campaigns or occasional campaigns to interest them and to get back them. Segment and study their interest rates and target their interest levels when you design any campaigns for them exclusively.

Send them "we miss you" emails to get back their attention and to make sure that you have not forgotten them as they are your dear ones. This is the simplest and easiest reengagement campaigns. Don't hope that it will bring them back to you. Consider to spend time in crafting subject lines and content especially for them to trick them and to grab their attention towards you once again.

It is better to conduct a full fledged re-engagement campaign to "win back" them. This is the best option and it is the one among the best practises in email marketing.

Don't allow your subscribers to get away from you. Plan for re-engagement or reactivation and win back campaigns from time to time to gain trust from your subscribers. Make them understand that you will never forget your subscribers and make them realise that you are for them:

  • To surprise them with offers and discounts.
  • To educate them with informative and valuable content.
  • To entertain them with amusing subject lines and content.
  • To help with solutions and so on.

To conclude, reengagement campaigns ultimately help your processes to move forward. It will improve your deliverability, inbox placement, reputation and overall profit rates of email campaigns.


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