Email Reactivation Campaigns: Part 1
Why reactivation campaigns should be a part of your marketing plans. The stubborn fact remains that email is still the most effective marketing tool in the digital marketer’s mix. However, it is not enough to simply grow your email marketing database, you should also ensure that your database is full of engaged subscribers looking forward to receiving your emails. Reactivation campaigns used to re-engage with people that once expressed an interest in you can do just that. In this multi-part blog, we will explain why you should be performing email reactivation campaigns and provide some tactics for these campaigns as well. Delivering value for money A growing subscriber database makes everyone in the business happy. However, acquiring subscribers and customers for your business costs money and keeping them in your database costs more money still. Every marketing email you send any subscriber engaged or otherwise costs perhaps a few fractions of a penny. Every email you send an unengaged customer however will harm your IP reputation. This will in the long term force you to spend more on marketing resources to deliver engaging email to your subscribers, even the engaged ones. Simply removing unengaged subscribers and customers from your database may solve this issue in theory. However, 20 to 25 percent of your subscriber base will typically be classified as inactive customers and it would be a rash marketer who removes such a large percentage of his subscriber database. Rather than writing off the money you spent persuading these people that they wanted to receive communications from you to begin with, reach out to these unengaged users to attempt to re-engage with them. A recent study by IPSOS suggests just that. Indeed, it can be five times less expensive to retain existing customers than it is to acquire new ones. Rather than writing off the unengaged customer, the value for money option is to reach out to them. Generating brand awareness Often, the customer is attracted to a business by the products on offer rather than the brand that is selling the items. A customer can lose interest in your business as soon as their order is fulfilled. A re-engagement campaign is a great way to reach out to customers to promote your brand and remind your subscribers of everything your business has to offer. Does the client know about all the lines your business offers? Did they know that you sell travel deals and concert tickets in addition to being the go-to for the hottest restaurant deals in their town? If your business has recently revamped its website or introduced new features, we recommend contacting inactive users about these features to pique their interest in your site. Perhaps they lost interest as they found the payment page clunky and frustrating but may reengage if they like the new features such as ‘guest checkout’. This is a great opportunity to provide training on using some of the site features they may not be aware of. Updating your records It’s always good to know more about your customer base and a reactivation campaign provides a great opportunity to do this. Rarely do customers cease to engage with you for no reason so it’s good to give customers the opportunity to update their records and provide feedback. Updated customer records mean that you will be able to provide relevant content to the customer that moved to a new city but forgot to update their subscription preferences. A reactivation campaign is also a great opportunity to solicit customer feedback and to learn about what parts of your business you are doing well and what you need to improve. Even if a customer does not engage with you throughout a reactivation campaign, the campaign has now provided you with a good business case to remove them from your subscription database. Ultimately a well executed reactivation campaign will help reengage with previously uninterested subscribers, delivering a database of users who want to receive your marketing campaigns. This will secure your IP reputation and enable you to deliver better value with your emails. In part 2 of this series, we will explore some of the considerations and tactics you need in your reactivation campaigns.