Enticing prospective customers to subscribe to your emails is only half of the battle- the other half is keeping them subscribed. Emails are meant to engage and hold the attention of your subscribers but sometimes, despite your best efforts, they fail. Don’t worry, all is not lost! Sometimes all it takes is one cleverly crafted email to hook them again, which is where the re-engagement email comes in.
Before You Send
1.Review Your Email List
Every email campaign begins and ends with one thing: your email list. Before you even begin to draft your email, you should look at your list and ask questions like:
- What outcome am I hoping for?
- At which point in the sales funnel is the best time to re-engage?
- What behavior (or lack of) will trigger this email?
2. Analyze Audience Behavior
When a subscriber is disengaged, the first behaviors that come to mind are low click and open rates. However, the way they interact with your brand outside of the inbox should be considered, especially if there is a history of purchasing. If you are especially interested in learning how people interact with your website, you can install a platform like the one that we use. Bounce rates, abandoned carts and email open rates are all available in one centralized location allowing you to track and monitor how people are interacting with your website.
3. Decide Your Frequency
The way in which your customers engage with your emails can fluctuate depending on your sending activity. You could be sending your emails at the wrong time, too often, or not enough. Additionally, your customer’s position in the sales funnel also plays a role in how they connect with your content. Spend a considerable amount of time A/B testing to determine the optimal frequency and time period that works best for your customers.
Components of a Successful Email
While one of the aims of your re-engagement campaign is to check in with your customers, adding something of value in the email goes a long way. It could be anything, like a relevant blog post, e-book or coupon code. This added bonus lets your subscribers know that you understand their needs and it validates their feelings.
Highlight Your Brand
All subscribers past and present have some familiarity with your brand, after all, it was one of the reasons they initially signed up to receive your emails. Because of this, you don’t want to act like your subscribers have no previous knowledge of your brand. Instead, highlight elements they may be unfamiliar with, like partnerships or causes while staying true to your original ethos.
Start a Conversation
Sometimes the only way to know why your content isn’t resonating with your subscribers simply is to ask. Asking for feedback opens the lines of communication and gives you a platform to address any concerns, and the insight needed to improve aspects of your strategy. At the end of the day, all customers want is to be heard and understood, so giving them a platform where they feel comfortable enough to air their grievances will tip the scale in your favor.
If you would like to learn more about creating the perfect re-engagement email, click on the banner below to schedule your free 30-minute consultation with us today!