If you’re noticing a decrease in email engagement from some subscribers, it is not a surprise. This is a common challenge in email marketing. Re-engagement email campaigns can be an effective strategy to reconnect with subscribers who have stopped opening your emails. These campaigns aim to renew interest in your brand among dormant subscribers. Let’s explore how to create effective re-engagement campaigns.

The first step in creating a successful re-engagement campaign is to identify inactive subscribers. You can do this by filtering your subscriber list based on time inactive.

For example, you can choose to include all subscribers who haven’t interacted with your emails in the last 30 days. Once you have identified your inactive subscribers, you can create a group for them and start your re-engagement campaign.

The key to a successful re-engagement email campaign is to create compelling content that will catch the attention of your inactive subscribers. You can offer them special discounts, exclusive content, or personalized recommendations based on their previous interactions with your brand.

What Are Re-Engagement Email Campaigns?

First things first – what are these re-engagement email campaigns all about? Well, they’re like a friendly “Hey, remember us?” message to folks who haven’t opened your emails in a while. The goal is to get them interested in your brand again.

Think of it like this: You have a friend you haven’t talked to in ages. You might send them a text saying, “Hey, long time no see! Want to grab coffee?” That’s kind of what a re-engagement email does for your subscribers.

Why Should You Care About Re-Engagement Campaigns?

Picture this: You’ve spent hours crafting the perfect email campaign, only to discover that a significant portion of your subscribers aren’t even opening your emails. Frustrating, right? That’s where re-engagement campaigns come in.

Re-engagement campaigns are like a friendly tap on the shoulder, reminding your inactive subscribers why they signed up in the first place and enticing them to rekindle their interest.

Re-engagement email campaigns are important for several reasons:

• They help you retain inactive subscribers: By targeting inactive subscribers with personalized emails, you have a better chance of retaining them and keeping them engaged with your brand.
• They can improve your email metrics: Inactive subscribers can negatively impact your email metrics, such as open rates and click-through rates. By re-engaging them, you can improve these metrics and get a better understanding of your active subscriber base.
• They can lead to increased sales: Re-engaging inactive subscribers can lead to increased sales and revenue for your business. These subscribers have already shown interest in your brand, so by reminding them of the value you offer, you may be able to convert them into paying customers.

Understanding Inactive Subscribers

Inactive subscribers are those who haven’t engaged with your emails in a while. They might have signed up during a promotion or out of curiosity but have since lost interest or forgotten about you.

As an email marketer, you know that building a strong email list is crucial to the success of your email marketing campaigns. However, not all subscribers are equally engaged with your content. Some subscribers may become inactive, which means they haven’t opened or clicked on your emails in a while.

Identifying Inactive Subscribers

To identify inactive subscribers, you need to define your own criteria for inactivity.

For example, you may consider a subscriber inactive if they haven’t opened or clicked on any of your emails in the past 90 days. You can segment your email list based on this criteria and create a re-engagement campaign specifically for these inactive subscribers.

Most email marketing platforms provide metrics to help you identify inactive subscribers.

For example, you can use Mailchimp’s “Inactive Subscribers” segment to identify subscribers who haven’t opened or clicked on your emails in a while.

Similarly, you can use Mailer Lite’s “Time inactive” filter to segment subscribers based on the time since their last interaction with your emails.

Reasons for Subscriber Inactivity

There could be several reasons why your subscribers become inactive. Here are some common reasons:

• Email Frequency: If you send too many emails, your subscribers may become overwhelmed and stop engaging with your content. On the other hand, if you don’t send enough emails, your subscribers may forget about your brand and stop opening your emails.
• Irrelevant Content: If your subscribers feel that your emails are not relevant to their interests or needs, they may stop engaging with your content.
• Change in Preferences: Your subscribers’ preferences may change over time, and they may no longer be interested in the type of content you’re sending.
• Technical Issues: Your subscribers may face technical issues that prevent them from opening or clicking on your emails. For example, your emails may be landing in their spam folder, or they may have changed their email address.

Understanding why they stopped opening your emails can help you make better re-engagement campaigns.

Planning Your Re-Engagement Campaign

Creating a successful re-engagement email campaign requires careful planning and execution. Here are some key steps you need to take to plan your campaign effectively.

Setting Campaign Goals

Before you start creating your re-engagement campaign, it’s important to define your goals.

What do you want to achieve with your campaign?

Do you want to increase sales, improve customer engagement, or simply clean up your email list?

Clearly defining your goals will help you create a more targeted and effective campaign.

Segmentation Strategies

Once you’ve defined your goals, the next step is to segment your email list.

Segmenting your list allows you to target specific groups of subscribers with tailored messages.

For example, you might want to send a different message to subscribers who haven’t opened your emails in six months than to those who haven’t opened them in three months.

To segment your list effectively, you’ll need to collect data on your subscribers’ behavior and preferences. This might include data on their purchase history, email open rates, and click-through rates. You can use this data to create segments based on factors such as engagement level, purchase history, and demographics.

Content Planning

Once you’ve segmented your list, it’s time to start planning your content.

Your content should be tailored to the specific segment you’re targeting and should aim to re-engage them with your brand. This might include special offers, personalized messages, or reminders of the benefits of your product or service.

When planning your content, it’s important to consider the tone and style of your emails. Your emails should be friendly and conversational, and should aim to build a connection with your subscribers. You might also want to consider using images or videos to make your emails more engaging.

Overall, planning a successful re-engagement email campaign requires careful planning and execution.

Crafting the Re-Engagement Emails

Once you have identified your inactive subscribers, it’s time to craft compelling re-engagement emails that will bring them back to your brand.

Here are some tips to help you create effective re-engagement emails.

Make Your Subject Lines Pop

Your subject line is the first thing your subscribers will see when they receive your email. It’s important to make it attention-grabbing and relevant.

Use action-oriented language and create a sense of urgency.

For example, “We Miss You! Come Back and Get 10% Off Your Next Purchase” or “Don’t Miss Out! Limited Time Offer Inside.”

Get Personal

Personalization is key to making your subscribers feel valued and appreciated.

Use their name in the email and segment your list based on their behavior and interests. Use dynamic content to show them products or services they have previously shown interest in.

For example, “We Noticed You Were Interested in Our New Line of Sneakers” or “Based on Your Previous Purchases, You Might Like These Products.”

Offer Something Cool

Your re-engagement email should offer something of value to your subscribers. This could be a discount, free shipping, or exclusive access to new products or services. Make sure the offer is relevant to their interests and behavior.

For example, “Get 20% Off Your Next Order of Running Gear” or “Be the First to Try Our New Line of Organic Skincare Products.”

Remember, the key to a successful re-engagement email campaign is to make your subscribers feel valued and appreciated.

Executing the Campaign

Now that you have identified your inactive subscribers and crafted an engaging email, it’s time to execute your re-engagement campaign.

Here are some important factors to consider:

Timing and Frequency

When it comes to re-engagement email campaigns, timing is everything.

You want to send your emails at a time when your subscribers are most likely to engage with your content. This could be during the workweek, in the morning, or in the evening, depending on your audience.

It’s also important to consider the frequency of your emails.

You don’t want to overwhelm your subscribers with too many emails, but you also don’t want to send them too infrequently.

A good starting point is to send one email per week for a few weeks, and then gradually decrease the frequency if necessary.

A/B Testing for Better Engagement

A/B testing is a great way to optimize your re-engagement email campaigns. By testing different subject lines, email designs, and calls to action, you can identify what resonates best with your audience and improve your engagement rates.

To conduct an A/B test, divide your inactive subscribers into two groups and send each group a different version of your email. Then, track the open and click-through rates for each version to see which one performs better. Use this information to refine your campaign and improve your results.

Remember, the goal of a re-engagement email campaign is to win back your inactive subscribers and rekindle their interest in your brand.

Measuring Success and Next Steps

Once your re-engagement email campaign has been sent out, it’s important to analyze the campaign metrics to determine its success. This will help you identify what worked and what didn’t, so you can make changes for future campaigns.

Analyzing Campaign Metrics

There are several key metrics you should look at when analyzing your re-engagement email campaign. These include open rates, click-through rates, conversion rates, and unsubscribe rates.

• Open rates will tell you how many people opened your email, while click-through rates will tell you how many people clicked on a link within your email.
• Conversion rates will tell you how many people took the desired action, such as making a purchase or filling out a form.
• Unsubscribe rates will tell you how many people opted out of receiving future emails from you.

By analyzing these metrics, you can determine what parts of your re-engagement email campaign were successful and what parts need improvement.

For example, if your open rates were low, you may need to work on improving your subject lines to make them more engaging. If your click-through rates were low, you may need to work on improving the content within your email.

Iterating for Continued Success

Once you’ve analyzed your campaign metrics, it’s important to iterate and make changes for continued success. This means making changes to your re-engagement email campaign based on what you learned from your analysis.

For example, if you found that your subject lines were not engaging enough, you may want to test out different subject lines to see which ones perform better. If you found that your content was not engaging enough, you may want to test out different content formats, such as images or videos.

Examples of Re Engagement Emails

1. The “Reminder of Benefits” Email

2. The “We Want Your Input” Email

Wrapping It Up

Re-engagement email campaigns are a great way to wake up those sleepy subscribers. Remember, these people already liked your brand once – they just need a little reminder of how awesome you are!

Plan your campaign carefully, write emails that really speak to your subscribers, and keep testing to see what works best. With a little effort, you can turn those inactive subscribers into some of your biggest fans.

So, are you ready to give re-engagement campaigns a try? Go for it! Your inactive subscribers are waiting to hear from you. Good luck, and happy emailing!