That is, strategic marketing campaigns focus on reconnecting with subscribers who are either not active or have become disengaged. If executed properly, re-engagement campaigns can significantly reduce un-subscription rates by renewing the interests of subscribers in emails. Most of the time, subscribers would refrain from opening messages in their inbox due to a perception that these emails have become less relevant, or their receipt is too frequent, or even that their interests have changed. By directly approaching these factors, re-activation has the power to make subscribers feel special and fold them back in. Following are the reasons how re-activation campaigns work to lower unsubscribe rates.
Segmentation and Knowing Inactive Subscribers
The first step for any re-engagement campaign is the identification of unengaged subscribers. It more often than not involves segmenting your email list to filter out subscribers who have not opened or clicked on emails within a set period, which generally ranges from 3 to 6 months. This kind B2C Email Address List of segmentation will further let marketers go deeper into behavior and interests, and any activity that subscribers had with the website or app. Understanding these metrics would allow the re-engagement content to be crafted in regard to what may have interested them in the first place. This personalized reconnecting increases the chances of a company’s being able to re-activate the subscribers who would otherwise unsubscribe eventually.
Add Value through Incentives
One of the best ways to re-engage subscribers is to give them a real reason to want to stay. Examples of incentives could be special discounts, early access to products, or even content that is unique to them. A retail brand could send in a “welcome back” discount to re-engage customers who have stopped shopping with the company. Or, media companies might point to their exclusive articles or premium content. The ability to remember and offer value will remind subscribers why they stay on the list in the first place and also give them a reason for remaining versus opting out. 3. Allowing Preference Customization
On the other hand, re-engagement campaigns can also be utilized just to remind subscribers that they do have a chance to make personal adjustments to their emailing preferences.
Instead of just sending a generic re-engagement email, brands can send links to an email preference center whereby subscribers can adjust their frequency or choose specific types of content. Most subscribers go cold because they felt bombarded with emails, and giving them an opportunity to tailor the experience for themselves might save an unsubscribe. A brand can, for instance, include options for frequency such as receiving emails on a weekly, bi-weekly, or monthly basis and let subscribers choose categories they’re interested in. This can help recipients feel that the brand pays more attention to their preferences, slicing down the chances they might unsubscribe. 4. Testing and Personalizing Content
A re-engagement campaign
Is one more chance for companies to test some new content or design approach.
For example, brands might try subject lines, visuals, or formats that are most likely to capture attention. Further efficiency in re-engagement emails will be achieved through personalization of content in such areas as previous purchases, items viewed, and particular interests. Once the subscribers feel that a brand is going the extra mile to converse with them, they are most likely to subscribe. It also helps eradicate generic content that drives subscribers to unsubscribe for a lack of relevance. 5. Using the “We Miss You” Approach to Foster Loyalty
Most of the re-engagement campaigns carry a “We miss you” sort of theme. Behind this is the idea that it humanizes the brand and makes some sort of loyalty. Emails created this way make subscribers feel valued and appreciated, not just an email address on some list. By connecting at an Which Scheduling Tools Integrate Phone Numbers emotional level, brands can fire again and minimize unsubscribing. For example, a friendly message like “We noticed you’ve been away for a while” makes the subscriber feel missed and induces them to be more active again. Don’t Make It Difficult to Unsubscribe
Even though re-engagement
Messages try to decrease unsubscribes, it also needs to give those completely uninterested an easy way out.
Hiding the unsubscribe link annoys subscribers, while in worst cases it leads to spam complaints. However, placing unsubscribe options in a manner to suggest preference changes or reduced frequency first helps in retaining those subscribers who might be on the fence. By placing very clear alternatives right before that final option to unsubscribe, brands retain more subscribers that would have left. Probably the most critical practices that bring down unsubscribe rates, hence maintaining a healthy subscriber list, are re-engagement email campaigns.
This can be achieved by segmenting inactive subscribers, offering incentives, personalizing preferences, testing new content, and building loyalty. When executed properly, re-engagement campaigns provide so much more value than unsubscribed suppression rates: the ability to renew your brand’s engagement with your audience through the stirring of long-term loyalty.
