4 Steps to E-mail Re-engagement Campaigns

Originally published in Target Marketing’s Tipline E-Newsletter
by Britt Brouse
Sep 10, 2008

In its recent whitepaper, Email Marketing Best Practices: Inactive Subscribers – Re-Engage or Remove, Listrak asks about e-mail marketing, “What happens when nothing happens?” To combat list fatigue, when subscribers ignore and don’t open your e-mail, Listrak advises a proactive route to try to re-engage those prospects.

Listrak argues that just because someone didn’t open your message doesn’t necessarily mean she isn’t paying attention. Re-engagement is a way of asking those subscribers if they want to remain on your list.

Here’s a look at Listrak’s suggested methods for either re-engaging or saying goodbye to inactive e-mail recipients.

1. Reach Out With a Special Offer
The first attempt to contact inactive subscribers should include a special offer such as a contest, survey, coupon or free whitepaper. Listrak advises using an exciting format that is eye-catching and gets directly to the point.

2. Attempt a Second Contact
If the special offer is unopened, then follow up with an e-mail announcing that their subscriptions will expire soon and a link to confirm that they wish to remain on your list. If you keep the message brief, it might trigger formerly unresponsive subscribers.

3. Send a Final Notice
If subscribers still do not respond, give them one more chance to remain on your list. In this e-mail’s subject line use language that announces it is the last copy of your newsletter or special notices, as well as creative that highlights what they’ll be missing out on in future e-mails.

4. Say Goodbye
It’s time to remove those subscribers who did not respond to your re-engagement campaigns from your e-mail list. Send a farewell message letting them know their accounts have been suspended, and include a link to reactivate their accounts, should they require updates about your products or services in the future. Don’t unsubscribe the recipients from your list completely, but segment your data to prevent this group from receiving future messages. Use your other channels wisely, to keep your brand in front of these subscribers, and they’ll potentially reactivate their e-mail addresses in the future.

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