What is a Re-Engagement Series?
A
re-engagement series is a sequence of emails sent to inactive subscribers with the aim of re-engaging them. These emails are designed to grab the attention of subscribers who have not interacted with your emails for a specific period of time.
Why is a Re-Engagement Series Important?
The primary reason for implementing a re-engagement series is to improve your
email deliverability and
open rates. When subscribers do not engage with your emails, it sends negative signals to email service providers, which can harm your sender reputation. A successful re-engagement campaign helps you retain valuable subscribers and clean your list of unresponsive contacts.
When Should You Start a Re-Engagement Series?
The timing for a re-engagement series can vary depending on your industry and the frequency of your email campaigns. A good rule of thumb is to target subscribers who have been inactive for 3 to 6 months. Monitoring your
email metrics will provide better insights into the optimal timing for your specific audience.
What Should You Include in a Re-Engagement Email?
Re-engagement emails should be compelling and offer value. Here are some elements to consider: Personalization: Use the subscriber's name and other relevant information to make the email feel more personal.
Exclusive Offers: Provide special discounts, offers, or content that they can't resist.
Feedback Request: Ask for feedback on why they haven't been engaging and how you can improve.
Clear Call-to-Action: Make it easy for subscribers to re-engage with a straightforward call-to-action.
How to Measure the Success of a Re-Engagement Series?
To evaluate the success of your re-engagement series, track the following
key metrics:
Open Rate: The percentage of recipients who open your re-engagement emails.
Click-Through Rate (CTR): The percentage of recipients who click on links within your re-engagement emails.
Conversion Rate: The percentage of recipients who take the desired action, such as making a purchase or signing up for a webinar.
Unsubscribe Rate: The percentage of recipients who opt out after receiving re-engagement emails.
What to Do with Unresponsive Subscribers?
If subscribers remain unresponsive even after your re-engagement efforts, it's best to remove them from your active email list. Keeping unengaged subscribers can negatively impact your
email deliverability and sender reputation. However, consider adding them to a separate list for occasional updates or re-engagement attempts at a later time.
Best Practices for a Re-Engagement Series
Segment Your List: Identify and segment your inactive subscribers for targeted re-engagement efforts.
Use A/B Testing: Test different subject lines, email content, and offers to see what resonates best with your inactive subscribers.
Automate the Process: Use
email automation tools to streamline your re-engagement series and ensure timely delivery.
Be Transparent: Let subscribers know why they are receiving re-engagement emails and how it benefits them.
Conclusion
A well-executed re-engagement series can breathe new life into your email marketing efforts. By understanding the importance, timing, and best practices of re-engagement emails, you can effectively reconnect with inactive subscribers and improve your overall email performance.