How to Run a Re-Engagement Email Campaign [New Step-by-Step Guide]


Hi there, and welcome to our SendPulse channel! This time we’re going to deal with re-engagement
or reactivation campaigns. We will pin down why they are paramount to
your email marketing routine and demonstrate how to run a smart series of winback emails. So, off we go! Let’s say you’ve got emails gathered at conferences,
workshops and, of course, through sign-up forms on your website. A year has passed since you last contacted
those subscribers and now you’re eager to reconnect with them. Well, easy there, as sending emails after
such radio silence may become a real bummer for your email marketing routine, and here’s
why: First, your subscribers might have forgotten
about you and have no idea how they got on your mailing list. Or maybe they are no longer interested in
the content you once sent. In this case, the unfortunate destination
of your emails is a spam folder. Second, your database might contain role accounts
and domains with typos. This means your emails will fail to deliver
and damage your sender reputation. Third, the user could have simply stopped
using the address you have. Reaching these users isn’t worth your time:
you won’t be getting proper statistics and will pay extra money for processing inactive
emails. To prepare the outdated mailing list for regular
campaigns, you’ve got to come up with a reactivation plan. Let’s have a look at how it can be done. First of all, clean your database. At this stage, get rid of invalid addresses
and role accounts like [email protected] or [email protected] Next, make sure you correct domains with typos
and delete repeating addresses. You can do this manually, but in case of a
huge mailing list, use email validators. Online tools like Snov.io or BriteVerify will
automatically clean your database. All these tools share the same working principle:
you upload the list of addresses, push the “Verify” button and get a modified list
of contacts. When your mailing list is sparkling clean,
you can create a re-subscription email. This way you’ll be able to keep it going with
engaged subscribers and cut the number of spam complaints. This is what Yes Lifecycle Marketing do in
their win-back campaign. Their email meets the reader’s eye with
a heart-melting doggie and states “We promise we’re worth your time.” The company also provides proofs by offering
unlimited access to the company’s most popular reports, webinars, and guides. The users can remain subscribed by clicking
the CTA or permanently opt out by following the hyperlink. Reactivation is a time-consuming process and
you are unlikely to reconnect with subscribers using a single campaign. This is why I recommend thinking through a
series of automated emails. Your first step would be reminding your subscribers
about yourself. Address the recipient by name and remind them
why or how they signed up. Explain why you’ve been away for a while. This will help you to jumpstart your reconnection
efforts. Take a look at a possible email created with
SendPulse. The company explains it has been busy improving
its website, but now it is coming up with a wider range of services and offers. The user can choose between two options: click
the CTA and resubscribe or scroll past and ignore the request. Next, send an email with a survey. Ask subscribers what topics or products appeal
to them. Remember to find out how often they would
like to hear from you. Doing so, you’ll be able to fill your campaign
with relevant and valuable information. Parker, for example, sent a similar re-engagement
email and wrote, “You’ve been missed.” They offered their subscribers to choose topics
that appeal to them, so that the company could improve their future campaigns. Finally, tempt your subscribers with a discount
or a bonus. In case your subscribers didn’t find your
previous emails engaging enough, offer them free shipping or a checklist with information
they might find useful. Sweet Tomatoes, for example, turned to humor
while trying to renew communication with inactive subscribers. They caught the reader’s eye by writing:
“The salad is crying!” and then added “Okay, actually, we just washed it.” I would give these guys a chance as they topped
their perk with a 25% order discount. And don’t neglect the unsubscribe link in
each campaign. This way users unwilling to hear from you
will be able to opt out with no sweat and won’t mark your emails as spam. By the way, there is one more lifehack on
how to stay away from spam folders: send your reactivation emails portionwise. Send your first email to 10% of your database. In case the spam rate after this campaign
is below 0.5%, send the same email to another 20% of your mailing list. Stick to this routine until the whole database
gets this email. Also, remember to monitor clicks and opens
during the reactivation campaign. This way, you’ll be able to segment the
updated mailing list and move all active users to your primary database. There you are! Did I miss anything? Comment below on how you reintroduce a dusty
list of subscribers to your email program. And also, suggest other marketing issues you’d
like us to highlight in upcoming videos. See you next week!

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