A Guide to Re-Engagement Emails
Your email list is a significant asset in generating results from your marketing efforts. That’s why many companies spend grueling hours building their email list and crafting the right emails. However, there’s no assurance that all your subscribers will engage with your emails. And in this situation, you will want to send out re-engagement emails.
Trying to regain subscribers’ engagement costs much cheaper than finding new prospects. After all, they wouldn’t have subscribed if they weren’t interested in your service or products. They just need that extra push to remember why they value your brand. And that is only possible with a well-planned out re-engagement email campaign.
What is a re-engagement email?
A re-engagement email or reactivation email is an email sent out to inactive subscribers to re-engage them. These subscribers are the contacts that do not interact with your email campaigns anymore.
It is normal to lose a few engagements over time. However, if this continues to drop, something must be wrong. Apart from stepping up your game in effective email marketing, you need to start shooting your inactive subscribers re-engagement emails.
Why subscribers get disengaged with emails
There are several reasons why subscribers lose interest in emails. Some may stop clicking through due to change of heart, but some tune out because of your content. To avoid those, here are some red flags that you should avoid:
- Too many emails
- Misleading subject lines
- Repetitive content
- Not mobile-friendly emails
- Unenticing design
- Lack of value
Why you should send re-engagement emails
Here are the reasons why you should consider sending out re-engagement emails toy your inactive subscribers:
- Improve engagement stats
- Retain customers
- Regenerate sales
- Clean out your email list
Your email marketing efforts won’t be effective if half the people on your contacts do not engage with your emails. You need to watch out for this decrease in engagement and start penning your re-engagement emails.
How to create a re-engagement email campaign
Here’s a breakdown of what you need to do in making a successful re-engagement email campaign.
1. Find out who your inactive subscribers are.
In identifying your inactive subscribers, you need to set a baseline for how you can tell they are “inactive.” You may segment them as inactive for not having opened your email in the past 90 days or the last 20 emails. Bear in mind that these numbers are up to you to change.
Your email service provider (ESP) will come in handy in segmenting your active and inactive subscribers. You can manage these segmentations by merely making two separate lists for the two categories.
2. Plan your email strategy and content.
In creating your re-email engagement, you need to take considerations on the email frequency and the email content. These two will define how successful your re-engagement email is, so you need a thorough approach.
Remember that one of the possible reasons why people stopped reading your emails is blasting them with too many emails or sending out at the wrong time. To prevent subscribers from ignoring your re-engagement emails, you must send them at the right time and sequence.
The right frequency should not be too bothersome, which can result in further ignorance of emails. At the same time, the proper time should depend on their behavior. If they are mostly professionals, you might want to send it when they are out of the office.
Your email content strategy contains your message and the needed elements to persuade re-engagement with a subscriber. This is the most crucial part since it is what the subscribers see.
In crafting your re-engagement email, keep these powerful tips to rekindle your buyer-consumer relationship successfully:
Pen an attention-grabbing subject line.
Since inactive subscribers do not engage with your emails, you need a head-turning subject line. You need to be direct yet compelling enough to get this email opened right away. Avoid the fluff and dive straight to reactivation.
Let emotions come into play.
When you relate to your subscribers, they will feel at ease with you. You can use emotions in crafting your email copy to trigger feelings. Tickle them with the right words, and you might just convince them to come back.
Show your subscribers that you know them. Lay out elements they like or provide recommendations for their next purchase. You can base these details on their purchase history or wish list.
Offer some value.
One of the best ways to persuade people to re-engage is by providing something valuable. These could be in the form of exclusive voucher discounts, promos, or a freebie. Give them something that will convince them you are still worth the time.
Remind why they signed up.
In addition to providing value, remind them exactly why they signed up for you. Reiterate the benefits of being a part of your email list.
Offer other ways to stay in the loop.
You can give your subscribers the option to update their email preferences to avoid subscription. This way, you can still keep in touch without being bothersome.
Place a visible unsubscribe button.
The unsubscribe button should be visible enough to know what your email is about, even without reading it completely. Don’t forget to add this as it is illegal not to have the unsubscribe button on emails, as stated by the CAN-SPAM Act.
3. Automate the email sequence.
In most cases, you need multiple emails sent out before subscribers finally read your email. Automation will help you set the right frequency and monitor the results. To keep track of the activities done by inactive subscribers, you need an automation feature of your ESP.
To help identify which ones to let go of, you must segregate those who didn’t open the emails, clicked through a link, and read but refused to click through any link. This segmentation will then be removed from your inactive subscribers for good.
4. Do an A/B testing.
An A/B testing is the method of sending out two different versions to a segmented list to find out which one was more effective. The one that reaps better results will be used for the rest of the list.
Do an A/B test of two emails with different subject lines, content strategy, and copy. Compare the result and go with the one that garnered more clicks and re-engagement.
5. Digest generated results.
The campaign isn’t done until you get the results, which can only be categorized into two: the ones that re-engaged and those that did not.
The next step to take for the ones that re-engaged is to segment them in a new subscriber group that you can nurture for conversion. Don’t put them right away to your regular email list since they need a different approach. You want to ensure you can push them in the right direction—a sales conversion.
For those that didn’t re-engage, you need to let go of them. They are not interested in receiving such emails, and that is okay. Don’t worry about losing them since having inactive subscribers only hinders you from hitting your goals. You need to weed them out anyway.
Follow these five easy steps in rekindling your relationship to get the most out of your email list. With the right strategies, you can definitely boost your email engagement stats.
Want more in-depth ways on how you can improve and maintain engagement in your email marketing? Here are some highly recommended email marketing courses you must check out: