10 TOP TIPSTo Re-engage Customers

IDENTIFYIdentify the inactive customers and segment them into a separate pot (e.g. lapsed). An inactive customer is someone who hasn’t engaged with emails (opening or clicking) in a defi ned period, which varies depending on the industry.

DELIVERABILITYMany customers may seem disengaged, but this could be because they are not receiving the email. A customer actually receiving an email in their inbox can be determined by a number of factors including the sender reputation.

CONTENTYour email strategy should include a series of emails which should aim to solve consumers’ problems, save them money, inform them, or entertain them. Some great examples of re-engagement emails are anniversary emails (an email sent a year from their fi rst purchase thanking them for their loyalty), replenishing date emails (sent out when the product is due to be repurchased) and cart abandonment emails (a personalised reminder for a customer to complete a purchase).

SUBJECT LINEThe subject line is the fi rst thing a subscriber will see in their inbox and will determine whether your email is opened, deleted or worse... marked as spam! At one time email marketing rules suggested that you shouldn’t use the word “Free”, CAPITAL LETTERS, exclamation marks or symbols. However, this has now changed and the content of a subject header has less infl uence on whether an email arrives in the inbox. So therefore, be creative and standout from the crowd.

ASKThere is no better way to fi nd out what your subscribers want than by simply asking them. Directly ask them if they would still like to receive emails from you. Ask them which kind of emails they would like to receive and how often. Let subscribers know that they are missed and remind them of the products and services you offer. In each email give them an option to unsubscribe.

“FROM” NAMESwitching up your “From” name can be a great way to re-engage subscribers. There are various different “From” name options to use, but an effective tactic is to use a personal name of a specifi c employee at your company. Subscribers will be used to seeing “STA Travel” in their inbox, but “Emma, STA Travel” may throw them off and spark interest.

TESTTesting will help you fi gure out which approach works best in your re-engagement strategy. One at a time, test everything you can, from the subject lines to email design, to landing pages, and modify your email strategy accordingly.

THE NUDGE EFFECTEven if emails are unopened for an extended period of time, this may suggest that customers are not in the market for that product at that particular time, but will return to your company when they need whatever you provide. An unopened email creates a subtle impression and creates brand awareness.

SERIALISATIONA serialised email strategy keeps subscribers engaged over a period of time by keeping them interested enough to open subsequent emails. This is often done by giving a teaser of what is to come in the next email. Like giving parts of a voucher code in each email. This method works well for re-engagement as it encourages customers to engage with an entire campaign as opposed to just one special offer email.

TIMETiming will massively affect whether subscribers engage with your email. Put simply, there is no perfect time that will guarantee that your email is opened, however, you can fi nd out which times of the day your subscribers are most engaged with emails through A/B split campaign tests.

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DELIVERABILITYMany customers may seem disengaged, but this could be because they are not receiving the email. A customer actually receiving an email in their inbox can be determined by a number of factors including the sender reputation.

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an effective tactic is to use a personal name of a specifi c employee at your company. Subscribers will be used to seeing “STA Travel” in their inbox, but “Emma, STA Travel” may throw them off and spark interest.

5them. Some great examples of re-engagement emails are anniversary emails (an email sent a year from their fi rst purchase thanking them for their loyalty), replenishing date emails (sent out when the product is due to be repurchased) and cart abandonment emails (a personalised

There is no better way to fi nd out what your subscribers want than by

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with your email. Put simply, there is no perfect time that will

TESTTesting will help you fi gure out which approach works best in your re-

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impression and creates brand awareness.