Tips For Winning Back Inactive Subscribers With Reengagement Campaigns
Email marketing can be a great way to win back inactive subscribers. However, it is a process and needs to be done carefully. Inactive subscribers can be very difficult to reactivate, and many businesses will need multiple attempts before they see a return on their investment.
Here are some tips for getting the most out of your re- engagement campaigns.
Define Your Goals and Audience Segmentation
Before you can start a reengagement campaign, it is important to define your objectives. What are you trying to achieve with this campaign? The more defined your goals, the easier it will be to determine whether your re-engagement strategy is working. Once you have established your objective, the next step is to segment your audience. This could be based on how long they have been inactive, their previous engagement levels, or other relevant criteria.
This will allow you to create a targeted campaign that is more likely to be successful. Additionally, it will help you avoid sending your re-engagement emails to people who are not interested in receiving them.
Send Re-engagement Campaigns Early – Don’t Let Your Inactive Subscribers Get Comatose
The sooner you can reach out to inactive subscribers, the better. It can be tempting to wait until your inactive subscribers have completely lapsed, but this is a mistake. If you can catch them at just the right moment, you may be able to convince them that staying with your business is worth it.
One great approach is to use re-engagement emails to highlight the changes that have been made since your subscriber's last interaction. This will show them that you care about their feedback and that your business is continually improving.
Alternatively, you might want to offer discounts or other incentives in your re- engagement campaign to encourage customers to stay with your brand. Urban Outfitters does a great job of this in their re-engagement email, which offers a freebie in exchange for signing up again. The subject line of this email also reflects the type of content that this company's target demographic typically enjoys.
When developing your re-engagement campaign, it's important to be as data-driven as possible. Luckily, most modern email marketing solutions have advanced automation and CDPs that will give you access to all of the information you need. This means that you can personalize your re-engagement emails to each individual and provide them with the exact value they are missing from their relationship with your business.
You can even use data to identify any potential problems that your inactive subscribers might have, for example if they have not opened or clicked on any of your emails recently, you can try re-engaging them by highlighting any specific issues that you have noticed. This will make it much more likely for them to open and click on your subsequent emails.
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