What is Re-Engagement Rate?
In the context of
email marketing, re-engagement rate measures how effectively you can recapture the interest of subscribers who have become inactive or disinterested over time. It’s a crucial metric that helps marketers understand the success of their re-engagement campaigns, aimed at revitalizing the interest of dormant customers.
Why is Re-Engagement Rate Important?
Re-engagement rate is essential because it helps you maintain a
healthy email list. High inactivity rates can negatively impact your deliverability and sender reputation. By focusing on re-engagement, you can ensure that your emails are reaching an audience interested in your content, thereby improving
conversion rates and
ROI.
How to Calculate Re-Engagement Rate?
To calculate the re-engagement rate, you need to divide the number of previously inactive subscribers who have re-engaged with your emails by the total number of inactive subscribers you targeted, and then multiply by 100 to get a percentage.
Re-engagement Rate = (Re-engaged Subscribers / Total Targeted Inactive Subscribers) * 100
Strategies to Improve Re-Engagement Rate
Improving your re-engagement rate involves implementing
strategies that can rekindle the interest of your dormant subscribers. Here are some effective methods:
Personalization: Use personalized subject lines and content to make the emails more relevant to the subscriber.
Incentives: Offer discounts, special offers, or exclusive content to entice inactive subscribers to engage.
Surveys and Feedback: Ask for feedback to understand why they became inactive and what would bring them back.
Frequency Adjustment: Sometimes, subscribers may become inactive due to the frequency of emails. Offer options to adjust their email preferences.
Content Refresh: Revamp your email content to make it more engaging and valuable.
How to Identify Inactive Subscribers?
Identifying inactive subscribers is the first step towards improving your re-engagement rate. Use your
email marketing software to track metrics such as open rates, click-through rates, and last engagement date. Subscribers who haven’t opened or clicked on an email in a set period (usually 3-6 months) can be considered inactive.
Examples of Successful Re-Engagement Campaigns
Learning from successful re-engagement campaigns can provide valuable insights. For example, brands like
Spotify and
Amazon have effectively used personalized recommendations and exclusive offers to re-engage their inactive subscribers. These campaigns often include a strong call-to-action and a clear value proposition.
When to Clean Your Email List?
If your re-engagement efforts fail, it might be time to clean your email list. Continuing to send emails to inactive subscribers can harm your sender reputation and deliverability. A periodic list clean-up ensures that your email list remains healthy and engaged, improving the overall effectiveness of your email marketing efforts.
Conclusion
Re-engagement rate is a vital metric in
email marketing that helps you measure the success of your efforts to recapture the interest of inactive subscribers. By focusing on personalization, offering incentives, and understanding your audience's preferences, you can significantly improve your re-engagement rate and maintain a healthy, engaged email list.