You put a lot of effort into building your email subscriber list. Clever strategies were employed to encourage people to sign up… and you hit your target. That was great! But already you’ve noticed some recipients have gone quiet. So what now?
According to Return Path, 25% of email addresses on subscriber lists are inactive. That means 25% of your new audience will fall silent. So what can you do to re-engage them? Marketo’s paper on how to awaken sleepy email subscribers (click here to see the full paper) is packed full of useful information and ideas. And the first port of call they recommend is to think about a reactivation campaign…
Why consider a reactivation campaign?
It’s important to remember that it costs less to reactivate an existing customer than it does to find a new one. So one mustn’t lose sight of the potential stored in that 25% of sleepy subscribers.
But that’s not the only thing to bear in mind… There are also some good, solid, technical reasons why sorting the sleepy subscribers from the outright comatose ones is a good idea. If an email address isn’t being used, an ISP may well commandeer it for use as a spam trap. You keep sending emails there without a response and you’ll swiftly see your deliverability plummet. You’ll be labelled a spammer potentially, and ISPs don’t like spammers.
The good news is, though, that proving to an ISP that you look after your list will actually have the opposite effect. ISPs will recognise your vigilance and reward you for it. The deliverability of your campaigns will increase.
So… what are the steps?
In a nutshell, this is what you have to do:
- Identify your sleepy subscribers – What is deemed ‘sleepy’ will depend on the frequency of your standard campaigns. Check Marketo’s paper to understand more.
- Test their responsiveness to different content and campaign messages – These reactivation campaigns need to be different in approach to your normal mailings. Remember, they haven’t been working. You’re going to need to try a different tone, different images, and different offers, to re-engage that sleepy segment. Try a series of three, perhaps. Where the first has a general ‘we’ve missed you’ feel, with the following two becoming more and more specific with their messaging. The last can even be a ‘we’ve got the message, so to continue hearing from us, just click here to re-subscribe’…
- Cater for mobile – Google has found that 65% of users start their purchasing journey on a mobile. This compares with 25% kicking things off on their computer, and only 11% on a tablet. Do not ignore mobile, therefore. Embrace it if you haven’t already.
- Offer sleepy subscribers the option to opt out – By all means give that final email a touch of FOMO (fear of missing out) messaging. But let those sleepy subscribers go if they want to go. They can always come back. And if they do, they’ll remember their unpressured experience with you from the first time.
If you’d like some help and advice on how to get the most out of your reactivation campaigns, then please give us a ring. We’d be delighted to help you re-energise those subscribers that have temporarily slipped off for a snooze.