Are your sales down? Has your click rate declined, and your open rate isn’t what it used to be? Are you just not getting the level of response that you used to get out of your subscribers? It might be time to consider a re-engagement campaign.
Re-engagement campaigns aren’t only for older lists. If you’ve noticed that a list you send to often has had people dropping off, you might want to make sure that your subscribers are still interested. Even if your subscribers are still on your list but they’re not engaging with you, this can seriously affect your deliverability and risk your emails being flagged as spam.
If you’ve recognised the need for a re-engagement campaign, then you’ve recognised the needs of your subscribers. Honestly, they’re disinterested. So you need creative ways to rekindle the rapport you once had with them
How do I send a re-engagement campaign?
The main point of a re-engagement campaign is to remind your customers why they signed up with you in the first place. You interested them once upon a time, they wouldn’t be on your list otherwise. It’s time to let them know that you’ve noticed their lack of enthusiasm, and you want to do something about it.
Segment your list based on the subscribers that haven’t opened or clicked on your latest few email campaigns, and start a conversation by:
Reminding them why they signed up
As a company, you have value to add to your subscriber’s lives. Remind them about all the great content you have, whatever that might be. Highlight to them why you are sending them your newsletter, what you have to offer and why they should be involved with you and your company again.
Take a look at this re-engagement campaign from Chain Reaction Cycles. They’ve taken a serious approach to keeping people interested, and remind their subscribers about 5 great reasons that they should stay on the list.
Offering solutions to their problems
If someone has signed up and never engaged with you, why don’t you ask them why? A friendly, personalised email offering to help them out of whatever rut they might be in will get them interested. You can point them towards various help guides, articles, or just ask them to give you a call. There’s no need to be coy about it, asking an honest question will get you answers.
Alternatively, you can offer them different ways to stay in touch. If they’re not interested in your emails, that doesn’t mean you have to lose them forever. Habitat pointed their low-engaging subscribers to their Facebook instead, meaning that the customer can choose how they would like to interact.
If all else fails, bribe them
Human nature means that we’re all suckers for free stuff. So if you can offer something to sweeten the deal, do so. Giving your low-engaging subscribers coupons or exclusive offers means they’re far more likely to pay attention next time your email lands in their inbox.
Pinkberry did just that by offering their customers a free frozen yoghurt, along with a heart-felt message to get their attention.
Subscribers come and go
A fact of email marketing is that subscribers come and go. People change and grow and their interests change and grow along with them. You won’t win them all back, but that doesn’t mean you shouldn’t try. Show your caring side and let your subscribers know that they are still wanted.