Re-engagement e-mail campaigns may be the lacking ingredient to your e-mail advertising and marketing program. Get this proper, and you might have interaction a robust portion of your e-mail listing.
If you happen to’re commonly monitoring your e-mail engagement metrics, you might discover {that a} phase of your e-mail listing by no means opens your emails. It may be irritating, however it’s a actuality for even essentially the most engaged e-mail lists.
If a recipient doesn’t open your emails, it doesn’t essentially imply that they view you as spam. It might be that you simply simply caught them at a foul time or, in additional regarding conditions, they don’t understand worth out of your emails.
Whatever the cause, you will want to take away unengaged customers out of your listing to assist your engagement charges and sender popularity. However there’s one thing you possibly can strive earlier than you say goodbye eternally—the re-engagement e-mail marketing campaign.
What’s a re-engagement e-mail marketing campaign?
Also called a win-back or we miss you marketing campaign, this e-mail serves because the final contact level with a person earlier than you take away them out of your e-mail listing.
A re-engagement e-mail has one goal and consists of just one name to motion or ask: do you continue to need to get our emails?
This marketing campaign often includes sending a sequence of emails to inactive subscribers, clients, or customers. Your solely goal at this level is to reignite their curiosity, encourage interplay, and revive engagement along with your model.
These campaigns are designed to resonate with recipients and supply helpful content material, provides, or incentives to immediate motion. You’re not attempting to promote them something. You simply need them to have interaction along with your model once more.
Think about attempting to reconnect with an outdated good friend. You’re not essentially attempting to plan a celebration or ask them to decide to something—you doubtless simply need a response. The remainder will observe naturally.
The next suggestions and examples will aid you pull collectively a re-engagement e-mail rapidly, successfully, and gracefully.
Re-engagement marketing campaign finest practices
1. Phase your listing appropriately
There’s so some ways to phase your e-mail listing, however with regards to segmenting for a re-engagement, you possibly can maintain this one pretty easy. Phase your e-mail listing between engaged recipients and people who haven’t opened one in all your emails in a sure period of time—ideally round one to 2 months.
The standards for what “engaged” means might differ relying in your trade and e-mail packages. Take a look at some trade e-mail benchmark metrics in our 2018 International Benchmark Report for comparability.
Doing this work up entrance means that you can focus your efforts on growing new content material for people who find themselves extremely engaged, whereas additionally checking in along with your much less engaged recipients with focused and poignant content material.
2. Ask (properly) your recipients why they’ve been ignoring you
When reaching out to inactive readers and asking them in case you’re bugging them an excessive amount of, the very last thing you need to do is come off as defensive. Maintain the e-mail copy pleasant and humble all through. However on the similar time, maintain it succinct and to the purpose.
Right here’s a terrific instance from Autopilot:
Humor might play in your favor, however take into account that everybody has totally different senses of humor, and also you don’t need to offend individuals both. A/B testing is an effective way to see how these approaches be just right for you.
3. Make your topic line stand out
Convincing individuals who don’t open your emails to open a re-engagement e-mail isn’t’ going to be straightforward. It’s important to make them do a double take, and the topic line is the place you may make this occur.
In case your topic strains are likely to observe the identical format after every ship, strive mixing it up in order that the recipient immediately acknowledge that this e-mail is totally different from others.
Correct Material, a males’s clothes line takes benefit of the topic line by offering an intriguing and click-worthy e-mail, which occurs to be the headline as effectively: Is that this the top?
Discover that Correct Material defaults to eradicating all recipients on this ship from their e-mail listing. However along with giving their recipients the possibility to alter their thoughts, in addition they present them with an extra choice to cut back their e-mail frequency to as soon as a month.
This technique is nice as a result of it’ll maintain the recipients who’re most probably to have interaction sooner or later whereas additionally clearing their listing of inactive and uninterested customers. Their e-mail topic line above is evident, concise, and simply the correct amount of cheeky.
4. Direct recipients to a choice heart
If the recipient desires to stay in your e-mail listing, from the unsubscribe web page, direct them to your choice heart to allow them to regulate e-mail frequency. You probably have a strong choice heart, they will fine-tune e-mail frequency and request solely sure forms of emails.
Study which kind of choice heart is finest in your e-mail program.
Bonus tip: ask for extra suggestions
Present an choice in your unsubscribe web page that allow’s recipients clarify extra about why they select to be eliminated out of your listing. That is helpful info that may information your e-mail advertising and marketing technique past simply your re-engagement emails.
5. Leverage incentives and provides
Give your recipients a compelling cause to work together along with your model once more. Listed below are a number of concepts to get you began:
- Unique Reductions: Reductions create a way of urgency and worth, making recipients extra more likely to take motion and make a purchase order.
- Freebies and Samples: Whether or not it’s a free e-book, a pattern of a brand new product, or entry to a premium function for a restricted time, free choices can spark curiosity and result in elevated engagement.
- Distinctive Content material: This might embody entry to a webinar, a downloadable information, or a sneak peek of upcoming content material. By providing recipients one thing they will’t get elsewhere, you create a way of exclusivity and worth.
- Customized Suggestions: Tailoring your incentives based mostly on recipients’ previous conduct or preferences could make your provides extra related and interesting. For instance, if a recipient has proven curiosity in a particular product class, you possibly can provide a reduction on associated objects, growing the chance of re-engagement.
- Milestone Rewards: Celebrating milestones, comparable to a buyer’s anniversary along with your model or reaching a sure degree of engagement, with particular rewards can foster a way of loyalty and rekindle their connection along with your model.
- Gamification Components: You might provide recipients an opportunity to spin a digital wheel for a reduction or rewards, including a component of pleasure to the re-engagement course of.
- Membership or Loyalty Applications: Inviting inactive clients to affix or rejoin your loyalty program can present them with ongoing incentives and rewards for continued engagement.
- Customized Thank-You Messages: Sending a customized thank-you message can create a optimistic sentiment and encourage recipients to return.
Actual-life re-engagement e-mail examples
1. Famebit
Famebit will get readers’ consideration with an attention-grabbing topic line: “Have been You Eaten By a T-Rex?” It’s a enjoyable e-mail that exhibits the model’s voice and humorousness, and it additionally reminds customers that they will begin seeing the worth of Famebit without spending a dime.
2. CloudApp
CloudApp’s re-engagement e-mail marketing campaign is a good instance of asking for suggestions. It’s attempting to begin a dialog with inactive customers, and that’s a superb place to begin for accumulating helpful insights and re-engaging clients.
CloudApp additionally gave the customers one month of the professional plan to incentive them to return again. They primarily reactivated a free trial (in a way) to hopefully get the client to comprehend the worth of the product and keep it up.
3. Ugmonk
This re-engagement e-mail marketing campaign is a mixture of an deserted cart e-mail and an engagement request. They’re reminding customers that they didn’t full their buy, and so they’re offering a private e-mail deal with for purchasers to share their ideas or complaints.
4. Eventbrite
Eventbrite reinvites outdated customers to have interaction with their product once more. They hyperlink the client out to a weblog put up that talks about all of the cool new options, and so they present contact info to reply questions so the person can get began once more rapidly.
Create the perfect re-engagement e-mail campaigns
One of many greatest challenges for e-mail entrepreneurs is to show model worth and earn recipients’ belief sufficient that they open your emails. If you happen to’re not attaining that with a phase of recipients, don’t be laborious on your self.
This isn’t essentially a mirrored image of your content material high quality; it’d simply imply there was a disconnect between after they signed up and what they have been actually on the lookout for. However in case you take the time to solicit suggestions and monitor the alternatives they make in your choice heart, you’ve acquired a watch into the best way to enhance your e-mail program.
Begin sending re-engagement campaigns with SendGrid
Want a dependable platform to ship re-engagement e-mail campaigns to your recipients? Look no additional.
SendGrid offers strong e-mail listing administration options. You should use the Contacts API for programmatic, real-time updates, and you may create focused guide lists or dynamic segments.
See for your self. Join a free SendGrid account and begin sending immediately.
