Re-engagement emails are a type of email that is sent to people who have previously subscribed to your newsletter. The goal of these emails is to try and get subscribers back on your list.
Re-engagement emails are usually triggered by an action, such as a person visiting your website or clicking on one of your social media posts. This means that you can tailor the email according to what they have done in the past.
How Re-Engagement Emails Can Be Your Best Friend?
Re-engagement emails are a great way to keep your subscribers interested in your content. They are also a great way to get back those who have unsubscribed from your mailing list.
There are many ways to write a good re-engage email, but the most important thing is that you need to be personal and honest. You need to tell them why they should continue reading your content and how it will benefit them.
Re-engagement emails do well to keep subscribers and bring them back to your newsletter. They can help enhance or at least maintain your sender score, which determines how often your email ends up in the inbox. If your ISP doesn't like you anymore and blocks you, they might not only block your IP: they might also block all of the email addresses associated with it. If enough people in your organization get blocked, it could prevent future email delivery.
What are the "best practices" when it comes to re-engagement emails?
Best Practices for Re-Engagement Emails
1. Segment Subscribers
You can be much more thorough with a re-engagement strategy when you know how to differentiate hotter leads from colder ones. Segment allows advanced marketers to slice and dice their audience based on any number of criteria.
This gives them the power to re-engage with subscribers who are most likely to respond.
Segment helps you get your target audience back on track by providing specific date ranges where they were last active, what page they were viewing, and what product they added to their cart when they abandoned it.
When you create an email list for your company, always take a minute to verify it first
You can read our detailed guide to verify the email addresses.
2. Personalize your copy
Personalized and targeted emails are the best way to reach out to your customers. When they open your email, make sure that they see something specifically for them and not a generic message.
Personalize everything you do. This way, you’ll have a conversation going with each person about their individual preferences.
3. Give them something for free
When you already have an existing customer base, send out a freebie to them to try and interest them in the company again. It can be anything small, like a product sample or demo, or it could be something bigger, like a free tour of the museum. Be creative!
Users can be offered a free trial of your product to increase conversion rates.
Offer something for free after the user has been inactive for a certain period of time. This will make them come back and check out your product.
If you need time to make the offer, you could use a re-engagement email to remind them that they haven't logged in recently and give them an incentive to log back in and rejoin your platform.
4. Use FOMO
Fear of Missing Out, or Fomo, is a real thing that can be used to drive engagement to an email list. Whether it's because people are worried they'll miss out on something they find valuable or because people have become so addicted to the site, fear of missing out is a powerful motivator for email subscribers.
A re-engagement email should take advantage of this and reflect the subscriber's level of engagement with the company. If someone has been reading and opening emails from an organization for weeks, then they may need less encouragement than someone who only opens the occasional email. Showing them what they've missed can function both as a reward and as a way to get them back on track with their original goal - reading emails from the company.
In a world of content overload, it is difficult to keep audience engaged. You have to be selective with the content you share and make sure that the content is high quality. This will not only keep them engaged, but also generate a sense of satisfaction and belongingness.
5. Let people decide which frequency and topics they want to see
It's easy to make assumptions about what your audience wants. But if you aren't sure, ask them by sending out an email with a list of questions. Re-engagement emails are a great place to do so. If you’re constantly publishing content about one topic, but your audience is more interested in another topic, you could be missing out. Ask them what they would like to read and obey their wishes to avoid wasting time and effort.
6. Give them the choice
Offer the subscriber the chance to unsubscribe from your email list if they might have lost all interest in it. This is a good way to help them decide if they want to continue receiving your emails or not.
Not all re-engagement campaigns revolve around incentives. If you've tried different tactics with no results, unsubscribe those emails. If you'd like to be polite about it, just double-check your email settings and ensure that the unsubscription is actually happening.
What you should keep in mind about re-engagement emails
A successful re-engagement email campaign is complex. It takes time, effort, expertise and analysis to get it right.
We must keep in mind that the time of the customers is valuable. They are busy with their lives and don't have time to go on shopping sprees on all their favorite stores. A successful re-engagement email campaign must be short, concise, and to the point while also reminding customers about discounts or newsletters they may have missed while away from the site.
The FOMO strategy should be used sparingly because it can result in high unsubscribe rates.
Some people might think that the only purpose of re-engagement emails is to generate sales, but emails can also be used to retain customers by increasing engagement with them and reminding them about their relationship with you after an absence.