Merchant knows the value of reassemilating dormant email sub scrivers. A few years ago, I worked for a major US e -mail service provider. The client, a famous consumer personal care brand, had about 30,000 e -mail subscribers who have not opened e -mail in 2-7 years.
My team has developed and implemented a three -month re -engagement strategy that focuses on the distribution of email distribution and brand reputation. More than 50 % of the subcontractors were eventually re -associated.
This is the step.
Returns the sub -cliver for dormant emails to cause value.
Re -engage the subscriber
Create a segment of an unmanged subcliver
If you include a subclan that is not wrapped in regular transmission cadles, you may confuse them and land the campaign to the spam folder and damage you. Distribution of e -mail。 Instead, place them on Individual segment。
When sending a renewed engagement email, we will prioritize the enthusiastic subscriber recently. When working from the latest to the old days, be careful of metrics such as open -rate and click rate. If they begin to decline, you will probably hit your limits. The DTC brand reorganized a subscriber who had not exchanged up to five years with the brand.
Please stabilize slowly
It is attractive to send an email explosion immediately, but the strategy comes first. If the transmission server IPS is flooded with a new traffic, a distribution possibility alarm may occur and it can harm other campaigns. Do not increase the entire expansion by more than 10 % of the normal volume. This saves distribution possibilities, including dormant recipients.
The copy is the king
You need to copy e -mail Fascinating and attractive And create an emergency feeling. First, the subcliver acknowledged the subject or preheader, and the same is true, “We were lonely without you.” Includes exclusive promotion or incentives -ideally included in the subject or preheader, and be careful immediately. Personal touchYou can improve the response, such as the recipient’s name.
If you can’t provide a promotion, let the subscriber change your new product or service because you have finally engaged. The DTC brand has launched a PRIDE MONTH celebrity campaign. We emphasized partnership and provided limited edition items from the campaign.
In addition, we tested the subject’s line with various microsements and sent the victory version to a larger population.
It may seem contrary to intuition, but you can easily find the opt -out button. The goal is to attract the person you want to hear from you. Promoting registration from indifferent recipients will reduce spam complaints on a more healthy list in the long term.
I have patience
Every two or three weeks of dormant DTC subscribers sent an email for three months, and then gradually integrated the linguer to a normal rhythm. It may seem rarely once or twice a month, but you can evaluate the performance and evaluate attractive copies about the actual value.
Continuous renewable engagement
Supply subscribers are unfortunate reality for everyone Email marketing list I encountered, but the active re -engagement strategy can minimize the loss. Don’t wait for years to act. The re -engagement campaign twice a year allows you to activate the subscriber and continue to make money.
