Re-engagement campaigns aim to reconnect with inactive subscribers before deciding to remove them from your list. To capture their attention, your approach should be straightforward and value-oriented.
There are several strategies to consider for your campaign. Start with crafting an engaging subject line that stands out. As these subscribers have been ignoring your emails, direct questions or statements tend to be most effective. Examples include “Are we saying goodbye?”, “We miss you, [First Name]”, or “Exclusive offer to welcome you back”.
In the email content, remind them of the value they initially saw in your emails. Recap why they subscribed and emphasize the unique content or benefits they receive. Highlighting popular content they might have missed can also be impactful.
Consider offering something exclusive to this segment, such as a special discount, high-value content, a free gift, or early access to new products. Exclusive offers can motivate subscribers to re-engage with your brand.
Request feedback or ask them to update their preferences. Inquiring about their content preferences or linking to a preference center where they can choose topics of interest can encourage engagement and provide valuable insights.
In the final email of the re-engagement series, clearly communicate the next steps. Politely inform them that they will be removed from the list if they show no interest in continuing to receive emails. Include a strong call-to-action like “Yes, Keep Me on the List!” to prompt a definitive response.
Keep the re-engagement campaign concise, typically consisting of two to three emails sent over one to two weeks. The goal is to not just get them to open an email, but to elicit a specific action like a click that confirms their renewed interest. This campaign is your opportunity to rekindle their engagement before cleansing your list to maintain its health and deliverability.
Best,
Sean