{"id":2683,"date":"2013-01-28T13:46:48","date_gmt":"2013-01-28T18:46:48","guid":{"rendered":"http:\/\/blog.123print.com\/?p=2683"},"modified":"2015-07-20T20:15:02","modified_gmt":"2015-07-20T20:15:02","slug":"5-things-to-consider-in-a-subscriber-reengagement-campaign","status":"publish","type":"post","link":"https:\/\/blog.123print.com\/blog\/5-things-to-consider-in-a-subscriber-reengagement-campaign\/","title":{"rendered":"5 Things to Consider in a Subscriber Reengagement Campaign"},"content":{"rendered":"

\"123Print_EmailReactivationImage\"There are a few things you can count on in life \u2026 taxes \u2026 death \u2026 and, if you are an email marketer, unengaged subscribers. The fact is your subscriber base is constantly changing. People subscribe, others unsubscribe. Some subscribers are engaged and open your emails regularly. And some, well, some just languish there.<\/p>\n

Of course it is your job as an email marketer to continually clean your list and regularly purge your \u201cdead\u201d email addresses. But, there\u2019s an important and potentially profitable step to take before you press the delete button:\u00a0 the reengagement campaign.<\/p>\n

A successful reengagement campaign can wake up sleeping subscribers and bring them back into the fold with a relevant and enticing offer. Here are five steps you can take when executing your reengagement campaign:<\/p>\n

<\/p>\n

Review Your Lists:\u00a0<\/b><\/span><\/p>\n

When you sit down to plan your reengagement campaign, the first step is to set parameters. Decide what unengaged subscribers mean to you \u2013 whether that means not opening your emails for X amount of months or X number of emails received. (There is also the reengagement campaign for lapsed buyers \u2013 but we\u2019ll tackle that in another article.) You will need to have a firm grasp on what base you are targeting so you can determine your strategy.<\/p>\n

The Importance of an Offer:<\/b><\/span><\/p>\n

The offer you decide on for your reengagement campaign must be exciting! After all, these people have been receiving emails from you for quite a while and don\u2019t appear to be overly interested. That\u2019s okay. An interesting subject line (don\u2019t worry \u2013 it\u2019s the next step!) and a click-worthy offer are all you may need to wake that subscriber up.<\/p>\n

Since these are the folks that aren\u2019t opening your emails, you may want to lead with your offer \u2013 especially if you can swing an exponentially bigger discount than usual. \u00a0For example, \u201c65% off \u2013 24 Hours Only\u201d may catch these subscribers\u2019 eyes. However, if you can\u2019t dig super deep for this campaign and the discount isn\u2019t that exciting all on its own, you may want to rely on an interesting subject line to pique their interest.<\/p>\n

\"A
A catchy subject line will entice your subscribers!<\/figcaption><\/figure>\n

Subject Line Science:<\/b><\/span><\/p>\n

Subject lines are crucial to the success of any email campaign and especially important to a reengagement campaign. Again, these people have not been viewing your emails, so your main goal of this campaign is to get them to open that message! A good way to determine your subject line is through testing. Test a subject line that contains the offer against a subject line that is more \u201cmysterious.\u201d See what does better and adjust accordingly.<\/p>\n

Don\u2019t Be Shy:<\/b><\/span><\/p>\n

Let\u2019s face it \u2013 you probably were already hitting these folks pretty hard with your email messaging. Now is not the time to send one email, receive no response and give up. Three emails per reengagement campaign is a good place to start. Make sure these efforts are timed appropriately \u2013 stagger timing of deployments to be sure you are reaching people. If you are prepared to purge non-responders from your list entirely following this campaign, you may want to offer an opt-out option in your final message\u2019s subject line.<\/p>\n

Learn \u2013 and Grow: <\/b><\/span><\/p>\n

A key takeaway to reengagement campaigns is to learn from the efforts \u2013 and build on that knowledge. Don\u2019t fall back into the same routines that caused the subscriber fatigue and disengagement. Don\u2019t batch and blast. Time your messages for maximum impact. And, continue to test all elements of your campaigns.<\/p>\n

And, after the campaign is done, be sure to clean your list accordingly. There\u2019s no point in sending emails to people who have continually failed to open emails for months or even years. That\u2019s just wasting your budget.<\/p>\n

On the other hand, if you can get those subscribers to wake up and start opening your emails, that\u2019s great! But, don\u2019t stop there. Keep your offers enticing, content fresh and designs interesting. Include a link in your emails for further customer service assistance and feedback \u2013 people like opportunities to continue a conversation and voice their opinions.<\/p>\n

Have you executed a reengagement campaign recently? What were your results? Did you test your subject lines? Leave a comment and let us know.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

There are a few things you can count on in life \u2026 taxes \u2026 death […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,8],"tags":[409,417,747,962],"_links":{"self":[{"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/posts\/2683"}],"collection":[{"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/comments?post=2683"}],"version-history":[{"count":1,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/posts\/2683\/revisions"}],"predecessor-version":[{"id":9195,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/posts\/2683\/revisions\/9195"}],"wp:attachment":[{"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/media?parent=2683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/categories?post=2683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.123print.com\/blog\/wp-json\/wp\/v2\/tags?post=2683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}