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Identify inactive subscribers
The first step of a re-engagement campaign is identifying your inactive subscribers. Typically, inactives are those who have not opened the last ten or more of your emails. The timeframe you use depends on how often you email subscribers and the type of content you send.
Determine optimal send time
When planning your re-engagement strategy, determine the optimal time to send your emails. To discover this, look at the time (or “dayparts”) when the majority of your recent emails were opened.
Plan your content
Re-engagement is all about grabbing the attention of inactive subscribers through your subject line, preview text, and email copy. Emotion, humour, or a special promotion are great ways to connect with your audience. Blueprint’s re-engagement series includes the following email efforts:
Your first re-engagement email should focus on grabbing the attention of your subscribers. An emotional message works very well for the first email. Be helpful: provide valuable content and ask recipients to set their preferences. This will help you provide the most suitable information moving forward.
For inactive subscribers who don’t respond to your first re-engagement email, follow-up by asking whether or not they are still interested. Along with this question, include valuable content plus updates on your product, so they know what they will be missing.
At this point, for inactive subscribers who haven’t yet opened your emails, it’s time to create a sense of urgency. Inform them that they will be removed from your list and no longer receive emails from you. As a last resort, you may offer a limited-time promotion to try to win them back.
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