Re-engaging consumers is a challenging task. You want to encourage them to click-through, read, and convert into customers, but you also don’t want to act desperate.
Re-engaging Subscribers with Permission Reminders
Permission reminders are not sent very frequently. However, they are invaluable in re-engagement emails. If you haven’t contacted your merging lists in a while or have plans to change your newsletters’ frequency, it is best to send a polite permission reminder email first. Here are a few reasons to send them:
1. It’s the right thing to do:
Consumers forget that they signed up to your list if you haven’t contacted them in a while. You’re much less likely to push your customers towards hitting that spam button when they start receiving your emails by sending a friendly reminder stating specifically how and why your subscribers signed up in the first place.
2. It’s an excellent way to begin the relationship:
A reminder email is a good opportunity to set positive expectations for the future and also introduce yourself. It can be accompanied by a personal message to let your customers know that you appreciate them for being there with you. Your readers get to know you through your emails. These reminders can be clubbed with tasteful cues to explore other areas of your business or site, such as your Twitter feed or blog.
Best Practices for Sending Re-engagement Emails
Sending an email as a part of your re-engagement campaign can be intimidating. But a lot of revenue comes from repeat customers and not visitors. Here are a few best practices for sending re-engagement emails to your subscribers:
1. Segmenting inactive subscribers:
Before taking any other drastic measures, it is wise to break up your inactive subscribers into specific segments. That way, you will be able to offer them the most personalized and relevant content possible.
Keep a watch on their recent activity, like when was the last time that inactive subscriber viewed something on your website, made a purchase, opened your email, or clicked any link? See where they signed up; on a lead magnet or a landing page? This will help you in understanding why they joined your list in the first place. Look into their past purchase history to see the subscriber’s products so that you can help by providing them with unique coupons. Understand the general metrics. Understand the standard segmentation stages of your inactive subscribers. It is best to break them up by locations, online behavior, age, gender, and other demographics.
2. Asking for specific feedback:
Don’t be afraid to ask people why they aren’t engaging with your content. Have they signed up expecting some particular content from you? What are the topics they are interested in? What are the problems they are facing? This will help send the email marketing re-engagement campaign along with relevant and personalized content.
Personalized content plays a major role in retaining customers. Customers want personalized content from their favorite brands, and they get annoyed when brands don’t offer them that.
3. Focusing on your tone and voice
While it is essential to sound conversational in general email campaigns, it is all the more important with your re-engagement emails. They should convey a sense of empathy and should be personal. Be imaginative. Write as if you are writing to a single person. Which, in fact, you are. It would help if you imagined that you know that customer personally and you want to reconnect.
4. Making a compelling offer
If the customer has purchased from you in the past, try sending him a 20% off coupon for one of their favorite products. The best is to use the data that you’ve collected based on the links they’ve clicked, the products they’ve viewed, their location, and the emails they’ve opened. Create customized coupons based on this information to encourage re-engagement.
Conclusion
Sending re-engagement emails is a tricky business. While you do want to keep your subscribers active and convert them into customers, you also don’t want to appear desperate to them.
You can provide personalized content that’s more likely to interest your customers by keeping the best practices in mind and sending out permission reminders.
