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.
When it comes to creating your email marketing design and copy, there are many options for you to choose from. So how do you know which is best for your business, audience and objectives? The truth is that testing is the only option for you. However, you could shorten the length of that testing phase by learning what has worked before and implementing their lessons into your campaigns.
So which have been the best email marketing campaigns and why did they work so well?
There is a lot about this email which is really appealing. It is clear, concise and provides a simple message that will jog the memories of many audience members. What is really impressive is that they have created an email campaign that is so simple; using many images to portray the main message. You could easily digest the main message in about 10 seconds – use PayPal to help split the bill when eating out.
2. Tory Burch
This email is one of the best on the market because it uses something that few others use – animation. There is a lot of research that shows movement entices the attention of the audience and Tory Burch use movement in this email campaign about a private sale to its maximum potential. What is even more impressive about this email is that it makes you feel as if you’ve been chosen specifically for this offer, a sure winner with their target audience.
Have a few people abandoned your site? Then why not take a lesson from Zipcar and re-engage them. This email was sent to non-respondents as a way to encourage them back to the site, while this isn’t uncommon, it is a campaign that deserves special mention. Not only is the copy light-hearted but it carries an important message about the value of the service: it is economical and environmentally friendly.
Animation again makes our list with Litmus this time. Their use of animation turns what could have been a boring email into something that is fun and entertaining. It should also be noted that the heading of this email is perfect. It informs the audience what they are going to be told. The subheading is also special as it asks a question, engaging the audience.
There’s lots of advice online about how to create a compelling call to action and nearly every article will tell you that it should have some urgency to it. Well, UncommonGoods certainly listened to that advice when they created this call to action and made sure the audience knew what the value was of taking action immediately.
At the same time, instead of telling the audience what to do, it implies it in a question – making the audience come up with its own conclusion. At the same time it puts pressure on the receiver because it makes them think that they might be in trouble if they don’t get their mother’s gift on-time.
JetBlue always delivers. They have a cheeky campaign that is so personable to the audience and really engages them. If you look at their campaigns, everything from their header to the call to action conveys wit and intelligence. What more does the audience want?
There are lots of examples of email marketing campaigns that can help you develop your campaigns to achieve better results. By looking at other campaigns you can redesign your own efforts you can achieve more from your campaigns.
What has been the best campaign you’ve seen in 2015? What campaign style has worked for you?
Let us know in the comments below.
- Sign up to large brands to see their campaigns.
- Study the examples above and redesign your own emails to meet the best practices.