Email marketing relies on inactive subscribers. Even some of those who championed your initiatives from your emails will never open again, will disengage, and will no longer care. Yet just because inactivity sets in over time does not mean that these subscribers are gone for good. Instead, re-engagement campaigns can bring them back as active purchasers. But how do you get the emails to them to pique their interest again? Enter Warmy.io and a few other less-known resources. But for your re-engagement campaigns to successfully reach the inbox, you need email warmup software for deliverability and effectiveness.
Why Re-Engagement Campaigns Are Important
Successful re-engagement campaigns yield more than just open rates; they yield a renewed connection between brand and subscriber. However, failing to do anything is just as terrible because these dormant subscribers will hurt the mail services, as their low engagement frustrates sending services and eventually gives some subscribers the idea that they are being spammed. It’s always cheaper to win back lost subscribers than it is to gain new ones.
These individuals know your brand, they signed up for your emails at one point and a campaign to win them back demonstrates that you care and that there’s still potential use of your offerings. The probability of re-engagement strengthens the active base of customers and boosts previously inactive members, therefore boosting overall ROI and email marketing effectiveness.
Crafting a Compelling “We Miss You” Campaign
The most effective means of re-engaging those who’ve canceled their subscriptions are personalized “We Miss You” campaign efforts. These kinds of emails boost customer awareness of what you can still offer them while letting them know what they might be missing out on. For instance, generic subject lines like “We Miss You, [Name]!” or “We Haven’t Seen You in a While – Come Back!” will resonate with the majority. But ensure this is a customized email. Explain why they should be getting your emails going forward – exclusive discounts, important news, personalized recommendations, etc. Consider an incentive. Reduced pricing, complimentary shipping, a small tchotchke might entice inactive subscribers to return. Just ensure there’s a straightforward CTA to access it – “Get Your Incentive” or “Return and Enjoy Savings” – to do so.
Using Surveys to Understand Subscriber Preferences
Some people unsubscribe because you’ve given them what they need and no longer want to hear from you. But then, for things like a re-engagement campaign, a survey can let you get back on track with follower expectations and provide for them better. So give a quick survey to let people respond as to why they are no longer paying attention and what you can do to make things better going forward. “What types of emails would you like to receive from us?” “How frequently would you like to hear from us?”
Just using the data to segment your list for various types of future emails will benefit you in the long run. Make it worth their while to engage; offer a coupon, a chance to win something in a raffle, to complete your survey. When they see that you value their feedback, it shows that you’re trying to atone with them for a better situation, which reinstates their loyalty.
Leveraging Special Offers to Reconnect
Another guaranteed way to entice non-openers is by offering exclusives. Exclusives can range from discounts to flash sales, early access to new launches, or anything your brand gives people the opportunity to enjoy that they can’t get elsewhere. By utilizing these as your win-back campaigns, you not only have a time-sensitive offer but also a sense of loyalty. For instance, the subject line, “Just for You Exclusive 20% Off!” makes a person at least want to see what’s going on. Once they’re inside, let them know it’s because you appreciated their interest in the past and want to reignite their interest in your brand. Make sure your email is visually appealing and mobile responsive increased open and click rates often depend on this. Use a large CTA like “Shop the Sale” or “Claim Your Offer” to tell subscribers what to do next.
The Role of Personalization in Re-Engagement
Nothing increases the chances of re-engagement more than personalization. When subscribers see that the email is geared directly toward their needs, they’ll acknowledge why they should read and engage with your email, rendering re-engagement that much more effective. Personalization can come from previous purchases, what they’ve viewed on your site, and even where they live.
For example, if someone purchased weights from your site and hasn’t heard from you for a while, your re-engagement email should showcase exercise DVDs or yoga mats that go with that weight purchase. “We Think You’ll Like This, [First Name]!” as a subject line will make the reader so curious about what it could be that they’ll definitely open it. Think about using dynamic content blocks that change according to subscriber data. It personalizes their experience, not only making them feel special like the special humans they are, but it makes them want to return to you for more, longer.
Timing Your Re-Engagement Campaigns for Maximum Impact
The timing of your re-engagement campaign is critical. The longer you go without intervening, the more likely subscribers have fully forgotten about you. The sooner you intervene, the more it may seem intrusive and bite the hand that feeds you. Monitor your subscribers to see what’s best for you to intervene. If someone hasn’t opened your email in three months, that’s a perfect opportunity for you to intervene. Experiment with timing and evaluate the results. In addition, anticipated timing for your reactivation campaign dependent upon the season could work in your favor. A “We Miss You” campaign during a holiday extravaganza or a New Year’s blowout sale could be just the motivating factor for an inactive subscriber to respond.
The Role of Email Deliverability in Re-Engagement Campaigns
Re-engagement campaigns only succeed when they land in the inbox. If deliverability is lacking, your campaign email goes to spam – and since no one is checking what you have to say to them, they’ll never see it. This is even more critical for those already on the inactive side because, if they haven’t engaged thus far, there’s a great chance that they’ll never see that you’re trying to reach out. The email warmup tool provides help with creating a sender reputation, changing the email campaign from a bust to a boom. Warmup tools create sender reputation gradually over time to ensure avoidance of the spam folder and, instead, only relegation to the inbox. This is vital upon launching a re-engagement campaign, as it proves to the email bots that you are serious, and what you have to say deserves the inbox. It doesn’t matter how much artistry and effort goes into a campaign; if it doesn’t get sent, it doesn’t get sent. Thus, investing in an email warmup tool is worthwhile to prevent all your reacquisition efforts from going to waste.
Combining Creativity and Strategy for Maximum Impact
The more innovative and thoughtful this Re-engagement campaign will be, the more successful it will be as well. For example, a suite of initiatives “We Miss You” letters, questionnaires, and offers plus personalization via segmentation guarantees that you are acknowledging the wants of different segments based on prior engagement or non-engagement. Track the results. Watch the opens, clicks, conversions, and other relevant information associated with your reactivation campaign.
Assess the results to improve subsequent campaigns and understand which audiences responded to which strategies. Just remember not every inactive subscriber will want to reacquire and that’s perfectly fine. Inactive accounts that don’t respond after a set period of time can be cleared off the list. This maintains sender reputation and gives those who play by the rules a positive email marketing experience should they choose to react after.
Conclusion
The advantages of a re-engagement campaign champion the ability to communicate with those dormant subscribers and restart email marketing efforts. For example, “We Miss You” campaigns sent personally, opportunities to fill out surveys to give those disgruntled a chance to respond, and even discounts, as well as the acknowledgment of when such an email should be sent, can help to re-subscribe and re-establish the relationship.
These, once more, create action, but they also acknowledge that you know they haven’t been there and you still want to give thanks. But successful re-engagement isn’t possible without deliverability. So after you’ve made all the artistic adjustments to re-engage your list, to shield you from failed deliverability so that your previously disengaged subscribers can be paying customers once more.
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