Whether you are attempting to decrease bounces, spam complaints, or unsubscribes, the best chance a company has at running optimised email campaigns is to make sure its subscribers are involved and interested in what it has to say. Reach out to users who regularly delete your emails without opening, reading, or converting by running a re-engagement campaign.
A re-engagement campaign is your opportunity to ask subscribers to opt-in again to your emails. Offering a special discount or valuable content can help this response, but the only way to make sure your audience is truly listening is to have them complete a call to action.
Target inactive subscribers. Consult your email campaign reports to find subscribers who fit into categories you most want to change: those who haven’t clicked on a call-to-action button after opening your email, or people who haven’t opened your emails in a specific time frame (for example, three to six months). Once you’ve looked through your reports, segment your audience appropriately and send targeted, personalised emails to each group. Ask them to subscribe again, or inquire as to what kind of content they’d like to receive. Your goal is to ensure those who are interested in your content will keep receiving it, and people who would rather not receive emails from you have that option.
This re-subscribe campaign can help your metrics and make sure your emails are going to the most targeted audiences. Impact, a branding and design firm, recommends making your re-engagement email an intimate call to action, such as “We Miss You!” This helps customers rekindle their sense of loyalty and may make it easier to re-engage. Trendline Interactive has a thorough presentation covering 45 examples of re-engagement emails on SlideShare that you can use for inspiration.
All email marketers know that optimising email marketing campaigns is an ongoing, exhaustive process. Follow concrete steps, such as those outlined above, to help you not only keep your negative metrics low, but also make sure your email subscriber base is healthy and excited to receive your content in their inboxes. By making the experience as beneficial as possible, you can ensure your customers are looking forward to your offers and information.