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Re-engagement emails are crucial.
It’s more cost-effective to retain existing customers than to acquire new ones. Ignoring your current audience means losing opportunities for easy revenue growth.
Here’s how to create an effective re-engagement campaign:
- Due to privacy regulations and the unreliability of email open tracking, prioritize clicks, landing page conversions, and social media engagement over open rates. These metrics provide better insights into actual customer interest and behavior.
- Try this campaign structure:
- 1st email: Recap relevant content (e.g., product updates, missed blog posts).
- 2nd email: Acknowledge their inactivity and show concern.
- 3rd email: Offer a compelling incentive to re-engage.
- A successful re-engagement strategy depends on how you’ve communicated with subscribers historically. If they’re used to frequent updates, a longer sequence works. Otherwise, a single-touch campaign might suffice.
- Don’t neglect ongoing pruning of inactive subscribers. A common practice is a 365-day suppression list, where customers who haven’t engaged within that period stop receiving campaigns. This keeps your list clean and marketing efforts focused.
- Remember, new clients will fill the gaps left by inactive ones, creating new opportunities for revenue.
Head to Userlist to learn more from this episode of Better Done Than Perfect with Tim Hart.
