Make a Strong Comeback with an Email Re-Engagement Campaign

Apr 29 2019

Email Re-Engage

Each year, email marketers lose around 25% of their subscriber base to decay. Some people change their email addresses or abandon their accounts, while others simply abandon you. Despite being a constant source of frustration, there are many tactics email marketers can use to recapture and grow their audience.
Start by launching an award-winning re-engagement campaign. No, this isn’t the old-school standard where you send an email to everyone on your list asking if they still want to be friends. This is about strategically crafting an impactful, personalized email that is sure to grab your subscriber’s attention.

1. Start with Clean Data
If you want to see a spike in opens and clicks, you first need to cleanse your list of invalid email addresses using email verification. Keep in mind that quality is always better than quantity.

This is going to help you identify email addresses on your list which are invalid, inactive, high-risk, or toxic to delivery. If you’ve never verified the email addresses on your list before, don’t be surprised if 10-15% are identified as invalid.

2. Know if Customers are Opening Other Emails but Avoiding Yours
Have you ever wondered if customers are simply avoiding your emails? Maybe they’ve sent your messages to the junk folder but are still actively engaging with other emails they’ve received. Or, perhaps, they’ve just not been using that email account altogether.

TowerData’s solution Open Data provides insight into some of this key information, such as the date and year a user was last active in their inbox. If they’ve recently engaged with other emails, you’ll have an opportunity to win them back. But, if they haven’t been active in several months, it’s a good idea to remove them from your list.

3. Use Automation to Send a Series of Emails
Don’t send just one re-engagement email and immediately write-off anyone who doesn’t open it. Keep in mind that not everyone will open right away; you must give your subscribers an opportunity to engage with you.

Draft a few automated emails to be sent weekly over the course of a month. Get creative with your subject lines, as one might resonate more with one subscriber than another, generating more opens. You must be patient and trust this process.

4. Personalize the Design and Content
The more you know about your subscribers, the easier it is to speak directly to them. To make them feel like they are valued and appreciated, consider obtaining more demographic information about your customers.

People are emotional creatures that want to feel connected as if you are speaking directly to them. With something as simple as knowing the age and gender of your customers, you can design your email template to target that group of users. For example, if you sell baby products, you can design your email to display a young woman to target younger mothers and a slightly older woman for older mothers.

5. Putting It All Together

Now that you have some exciting ideas on how to get started with your re-engagement campaign, start with step one and run your existing list through the verification process. Eliminating invalid email addresses from your subscriber list is never a bad thing.

Think of it as putting more focus on your active user-base by removing the invalid accounts. Then, start planning to set up your targeted email series based on what you know about your existing audience. The more time, energy, and focus you put into the strategy behind your re-engagement campaigns, the better the end results will be.

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