What is Re-engagement in Email Marketing?
Re-engagement in email marketing refers to the strategies and efforts made to reconnect with subscribers who have become inactive or unresponsive over time. This process is crucial for maintaining a healthy email list and maximizing the return on investment (ROI) of your email campaigns. Why is Re-engagement Important?
Re-engagement is important because it helps improve the
deliverability of your emails, increases
open rates, and enhances overall customer retention. By re-engaging inactive subscribers, you can potentially convert them back into active customers, thereby boosting your
ROI and reducing the costs associated with acquiring new subscribers.
Who Should Be Targeted?
Typically, re-engagement efforts target subscribers who have not opened or clicked on any of your emails within a specific period, usually 3 to 6 months. These subscribers are considered "inactive" and are prime candidates for re-engagement attempts. How to Segment Inactive Subscribers?
Segmentation is a key part of re-engagement. Use your email marketing platform to identify and segment subscribers based on their inactivity. This can be done through various
email metrics such as open rates, click-through rates, and last engagement date.
What Strategies Can Be Used for Re-engagement?
Personalized Emails: Craft emails that speak directly to the subscriber's previous interactions or interests.
Incentives: Offer discounts, special offers, or free trials to entice inactive subscribers to re-engage.
Surveys: Ask for feedback to understand why they became inactive and what can be improved.
Content Updates: Inform them about new or improved content that might interest them.
Reminder Emails: Send gentle reminders about the benefits of staying subscribed.
What Should Be Included in a Re-engagement Email?
A successful re-engagement email should include a personalized greeting, a clear reason for reaching out, and a compelling
call-to-action (CTA). It should also provide an easy way for subscribers to update their preferences or unsubscribe if they no longer wish to receive emails.
How to Measure the Success of Re-engagement Campaigns?
Track metrics such as open rates, click-through rates, and conversion rates to measure the success of your re-engagement campaigns. Additionally, monitor the rate at which inactive subscribers become active again and the overall impact on your email list's health. When to Remove Inactive Subscribers?
If re-engagement attempts fail, it may be time to remove inactive subscribers from your list. Keeping uninterested subscribers can negatively impact your
sender reputation and email deliverability. Set a timeframe, such as 6 to 12 months, after which inactive subscribers are automatically removed.
Best Practices for Re-engagement Campaigns
Segment your list to target inactive subscribers effectively.
Personalize your emails to make them more engaging.
Test different strategies and
email templates to see what works best.
Monitor your results and adjust your approach as needed.
Ensure compliance with
email marketing regulations like GDPR and CAN-SPAM.