The moment a customer subscribes to your email lists is usually when they are the most engaged with your brand and unfortunately it often goes down from there. As time goes on, the customers get used to hearing from you and some will become inactive.
This is inevitable, but there is definitely opportunity to win some of them back and this is called a re-engagement campaign.
1. Set a strategy
Who are you trying to win back? Those who haven’t opened emails in a month? Who haven’t made a purchase? It’s important to distinguish between different kinds of inactivity and decide how you will proceed. Part of your strategy also involves planning what to say and which channel to use. You might want to create personal offers such as vouchers or gifts to pick up in your store in hopes of them making another purchase during the visit as well.
It’s time to create your segment(s) of inactive customers. Perform a search in Voyado for contacts who haven’t made a purchase in the past 90 days for example. Don’t forget to exclude contacts who became members less than 90 days ago as they may not have had time to make a purchase yet. Time to save your list.
3. Create an attention grabbing email
If your contacts open your re-engagement campaign email, this is your chance to win them back. Create an email that plays to the customer’s emotional side, noting that you’d be sad to see them go. But show your fun side as well, with a GIF or fun character. Make sure the email provides value as well. Add some interesting content to remind them why they signed up in the first place.
4. If they have to go…
…make sure there’s an option to not unsubscribe from all communication. Give them the option to only receive one email per week or month instead.
5. Ask for feedback
If they decide to unsubscribe after all, take the opportunity to ask for some feedback here. Why did they sign up in the first place and what are they missing from your communication? Even if you have lost these customers, the insights will help with future engagement level drops.