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5 Keys to Successful E-mail Re-engagement

May 12, 2010 By Justin Premick
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Mine your best-performing e-mails for ideas on what kind of content to offer to disengaged subscribers.

Better yet, identify groups of now-disengaged subscribers who likely share an interest in specific areas of your business, based on their past click activity and/or demographics. Segment your disengaged subscribers, and approach each group with a different angle.

4. Don't give up after the first try. Even when subscribers were engaged, they didn't open or click on every e-mail. And they won't all open/click on your first re-engagement try.

Approach re-engagement as a sequence of two to three e-mails. Send the second message to people who didn't respond to the first one, and the third to people who didn't respond to the second one. Starting with the second message, let subscribers know that if they don't respond, they will no longer receive the benefits of your e-mails. Use the last message in your sequence as a clear, urgent notification that subscribers are hearing from you for the last time unless they respond.

5. Know when to let go. No matter how good your re-engagement campaign is, not everyone is going to respond to it. In fact, odds are good that more than half of the subscribers you target with it will not respond to any of your re-engagement e-mails.

Rather than seeing this as a loss, recognize it as affirmation that there is no point to keeping these "dead weight" subscribers on your list. Remind yourself that a bloated, unresponsive list is bad for response rates and deliverability. And move forward with the subscribers who still want to hear from you.

Justin Premick is the director of education marketing at AWeber Communications, a provider of on-demand e-mail marketing software. He spearheads AWeber's efforts to teach businesses how to build lasting customer relationships via permission-based email marketing. He can be reached at justinpremick@aweber.com.


 
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COMMENTS

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Most Recent Comments:
Bill Kaplan - Posted on May 12, 2010
Inactive customers might just be the most misunderstood and neglected segment of your customer database. Relative to what most companies pay to acquire customers in the first place, the cost to reconnect with these former buyers is a fraction of what it costs to acquire a new customer.

Given that most inactive customers are the result of annual email address churn rates of ~30% per year, it's inaccurate to assume that these customers aren't interested in your offers anymore. It's simply that you've been sending your marketing campaigns to email boxes no one reads. Try an ECOA (Email Change of Address) service or postcarding your customers to gain their new email addresses and you'll be amazed at the impact to your bottom line.

Of course, the grass always looks greener on the other side of the fence, thereby making customer acquisition campaigns through advertising or SEM seem so much sexier but smart marketers have always known that updating one's database with the current, preferred email addresses of their customers typically yields an ROI no other marketing program can match.
Click here to view archived comments...
Archived Comments:
Bill Kaplan - Posted on May 12, 2010
Inactive customers might just be the most misunderstood and neglected segment of your customer database. Relative to what most companies pay to acquire customers in the first place, the cost to reconnect with these former buyers is a fraction of what it costs to acquire a new customer.

Given that most inactive customers are the result of annual email address churn rates of ~30% per year, it's inaccurate to assume that these customers aren't interested in your offers anymore. It's simply that you've been sending your marketing campaigns to email boxes no one reads. Try an ECOA (Email Change of Address) service or postcarding your customers to gain their new email addresses and you'll be amazed at the impact to your bottom line.

Of course, the grass always looks greener on the other side of the fence, thereby making customer acquisition campaigns through advertising or SEM seem so much sexier but smart marketers have always known that updating one's database with the current, preferred email addresses of their customers typically yields an ROI no other marketing program can match.