Why You Should Have One
There comes a time in every business when a subscriber needs to either be woken up, or let go. If your engagement rates are starting to decline, it could be because you haven’t cleansed inactive subscribers out of your list and subscribers are starting to get fatigued. Remember that your communication needs to be a two way street and if your subscribers are no longer engaged with your brand, then it may be time to let them go which allows you to focus on worthwhile prospects and customers. Continuing to send email to an inactive subscriber can not only decrease your marketing programs engagement rates, but can also take a hit to your budget. In order to avoid spending money on subscribers that are no longer interested, it is important to build out a Re-engagement strategy you can stick to!
How It Works
Re-engagement campaigns usually target database members who are no longer responsive. These campaigns can be aimed at customer or prospects and are related to Winback campaigns.
Winback campaigns are a more specific type of Re-engagement aimed at getting lapsed customers to return and purchase, while an email Re-engagement campaign aims to sort out the still interested emails in a database from the expired or no-longer interested. Re-engagement campaigns can also be used to kick-off or re-launch an email program to a previously ignored or “misplaced” list of subscribers that were never emailed before.
To be considered “un-engaged”, we like to come up with two different segments that make up this group. One segment is anyone that has not received an email in 6 months or more. The second segment is anyone that has not opened an email in 6 months or more. At Ascent360, we pull your email data back into your database, giving you the ability to quickly and easily create these campaigns within our Audience Selector tool. From there, you can schedule the lists to reoccur and the email to send every day to anyone that has now hit the above requirements. Interested in learning more? Contact us!
Do They Work?
Some recent results achieved by Ascent customers:
Re-engagement to introduce a new email program
|58% lift*||7% lift*||17% increase|
Re-engagement to inactive ecommerce customers in a semi-mature email program
|Opens||Clicks||Click-to-Open||Conversion Rate |
(orders per email sent)
|10% lift*||33% lift*||20% lift*||153% increase|
*Lift is in comparison to adhoc email sends by the same client either for other lists or to the same lists. In the case of a Re-engagement, higher unsubscribes is a good thing: you are cleaning your list of uninterested customers.
Subject Lines That Go Beyond “Reconfirm your subscription”
The subject line and creative of these emails is very important as you want the customer to open and interact one way or the other. There should be two very clear call to actions within the email; one to keep the customer on the list and the other to take them off. Below are a few examples of subject lines and creative we like:
from Hautelook: We Hate Saying Goodbye…
from Urban Outfitters: Are we seriously breaking up?