The Most Effective Win-Back Email Strategies
You’ve worked hard for your email subscribers, so there is no doubt you will want to keep as many of them as possible. The problem is that those who aren’t responding to campaigns are holding you back.
Any subscriber who hasn’’t opened an email in the past six months, should be considered for a re-engagement campaign. A campaign where you try to reach out to them and attempt to re-introduce them to your brand to get them to actively read your content again. This can be challenging because they’re no longer reading emails.
So you have to be creative with what you send. The subject line must be something that attracts their attention and then the content inside must also be convincing.
There are several strategies to do this. And a re-engagement campaign doesn’t need to be just one email. In fact, you could have two or three emails in a sequence which form a story to re-engage the audience.
Here are some of the best so you can continue to enjoy a large, strong and valuable email subscriber list.
1. Notice Their Absence
One of the first things you should do is acknowledge their inattentiveness to your emails. This can be done with a clever subject line such as:
- We haven’t seen you around lately…
- Have we got the right email address?
Highlighting their absence is a way to get the subscriber thinking. They might wonder why they they haven’t been reading emails and as a result, open a few. Or this might be a push for them to completely unsubscribe. When creating the first email, try to make the subject line personal and a question if possible. Questions tend to get higher open rates.
2. Tell Them You’ve Missed Them
Making it personal is something that is important in email. Personalisation has always helped improve open and conversion rates. That is the same with a re-engagement campaign as any other. There are many ways to make an email personal, but you don’t even need to include any identifiable information.
Just by saying you’ve missed the subscriber can make the email feel personal and not a mass-sent campaign.
3. Let Them Know What They’ve Missed
At the same time as telling them that you’ve missed them, in the email copy you should let them know what they’ve missed. Highlight some of the offers you’ve sent in the past couple of months and how many people have enjoyed them.
Consumers can sometimes feel disappointed when they’ve missed out on something good. This can sometimes move them into more active engagement with your brand on its own.
4. Offer Them Something For Returning
At the end of the day, you want the subscriber to come back to your brand. Therefore, you need to offer them something. This could be a discount, free gift or something else. The important thing here is to ensure your offer is not as good as other offers in previous email campaigns. Otherwise they could avoid your emails just to get better offers.
Ensure that this offer is unique to the person as well. You don’t want those on the re-engagement campaigns sharing codes that anyone can use.
5.Use Media To Convince
Another great strategy in your emails is to use media to portray the message. Text is less convincing and harder for audiences to read, especially on the go. Therefore, send your message with the help of videos and images.
A video of your team waving at the subscriber can be a great visual in your last email. It could evoke images of them saying goodbye or waving them hello.
Your email subscriber list has to be strong to be of any value to you. That is why you must regularly assess it for engagement levels. Removing those inactive subscribers is a good way to keep costs down and your campaign statistics healthy.
However, before removing your inactive subscribers, you should attempt to re-engage them campaigns. Use the above strategies to help you to bring more of them back and turn them into active subscribers again.
How often do your run re-engagement campaigns? What tactics do you use?
Let us know in the comments below.
Image from Pixabay.