By Kevin George
The time when a website visitor subscribes to your emails is the time when they are most engaged with your brand. It’s the honeymoon phase when they are all excited about each email you send. But eventually, your emails become a regular affair for them, something they often see in their inbox but choose to ignore and not open. These subscribers are your inactive subscribers.
Whatever may be the reason behind them not engaging with your emails, you need to address it and win them back because having too many inactive subscribers on your list can affect your reputation. Internet Service Providers (ISPs) monitor open rates and if you have a low email open rate, there are chances that the ISP may send your emails to the spam folder!
Moreover, it has been proved that it’s easier and cheaper to retain existing customers than acquire new prospects. That’s why re-engaging your email subscribers with a re-engagement campaign becomes essential.
Now that we know the ‘WHY’ of re-engagement campaigns, let’s get down to the ‘HOW’.
How to run a Re-engagement campaign
Here’s a comprehensive, step-by-step guide to help you run a re-engagement campaign:
1. Identify your inactive subscribers
The first step you need to take is to determine a time frame on the basis of which you will separate your inactive subscribers from active subscribers. Inactive subscribers could be the ones who have not opened an email from you in the past 90 days. Another way you can have a list of inactive subscribers is by fishing out those subscribers who have not opened 10 or more latest emails from you.
An analysis of the frequency at which you email to your subscribers and the type of content you have been sending will help you determine a time frame for segregating inactive subscribers.
How to create a segment
Depending on the ESP you are using, you will have to create a segment of your ‘inactive subscribers’. Go to the section from where you can manage your list. Choose the option that specifies the emails not opened. Then specify the date from which onwards your emails were not opened (depending on the time frame you fix).
Now to make sure you are dealing with subscribers who have joined your list before the specified date, you need to fill that field as well. Make sure the date is the same as the above-mentioned date.
You now have a list of inactive subscribers. Save it.
2. Plan a strategy
Equipped with a list of inactive subscribers, you now need to plan a strategy to re-engage them with your brand. There are two important factors you need to focus on if you wish to make your re-engagement campaign successful:
a. Plan the send time
Keep in mind that you are trying to win back subscribers who have stopped opening your emails. Among the many reasons behind them not doing so could be your email send time. Do a little research about the times they will want to engage with your email. The …read more
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