A re-permission campaign, also known as a
re-engagement campaign, is a strategy used in
email marketing to reconnect with subscribers who have become inactive or unresponsive. The primary goal is to obtain their explicit consent to continue receiving emails. This ensures that your email list remains
clean, engaged, and
compliant with various email marketing regulations.
Re-permission campaigns are crucial for several reasons:
Compliance: Adhering to regulations like
GDPR and
CAN-SPAM is essential to avoid hefty fines and legal issues.
Engagement: Keeping your email list engaged helps improve
open rates,
click-through rates, and overall
email deliverability.
Reputation: Sending emails to uninterested subscribers can damage your
sender reputation, leading to higher chances of your emails ending up in spam folders.
There are several scenarios when running a re-permission campaign is advisable:
Regulatory Changes: When new email marketing regulations are introduced or existing ones are updated.
Inactivity: When a significant portion of your email list has become inactive over time.
Data Cleanup: Periodically, to ensure your list is up-to-date and filled with active, interested subscribers.
How to Execute a Re-Permission Campaign
Executing a re-permission campaign involves several key steps:
Segment Your List: Identify inactive subscribers. Typically, these are individuals who haven't opened or clicked on any emails in a specific timeframe.
Craft a Compelling Email: Create an engaging email that clearly explains why they should re-subscribe. Use a clear
call-to-action (CTA) to make it easy for them to opt back in.
Offer Incentives: Consider offering an incentive such as a discount, free resource, or exclusive content to encourage re-subscription.
Follow-up: Send follow-up emails to those who haven't responded. A series of 2-3 emails can be effective.
Update Your List: Remove subscribers who do not re-opt-in to maintain a clean and engaged email list.
Common Challenges and Solutions
Running a re-permission campaign comes with its own set of challenges, but they can be effectively managed:
Low Response Rate: If the response rate is low, consider revising your email content or offering a more attractive incentive.
Spam Complaints: Ensure your re-permission emails are well-crafted and relevant to avoid being marked as spam.
Technical Issues: Use reliable
email marketing software to handle segmentation, sending, and tracking efficiently.
Best Practices for Re-Permission Campaigns
Here are some best practices to ensure the success of your re-permission campaigns:
Personalization: Use the subscriber’s name and tailor the content to make it more engaging.
Transparency: Clearly explain why you are seeking re-permission and what the subscriber will gain from staying on your list.
Mobile Optimization: Ensure your emails are mobile-friendly as a significant portion of users read emails on their phones.
Timing: Send your re-permission emails at a time when they are most likely to be opened, based on your audience’s behavior.
Conclusion
Re-permission campaigns are an essential component of effective email marketing. They help maintain a
high-quality email list, ensure compliance with regulations, and improve overall engagement and deliverability. By following best practices and addressing common challenges, you can successfully reconnect with inactive subscribers and rejuvenate your email marketing efforts.