Last Sunday, I received an email from Kim Garst (CEO of Boom Social). It was beautifully written. It had a relevant subject, and the body of the email included the right amount of concern, things that I missed and a re-engagement request. In totality, it was too good a re-engagement email to overlook.
And it made me think, there are a number of blogs that forget to do just that – re-engage. As a result, they lose their readers and potential customers.
A marketer may not always be able to provide content in every single email that its whole audience find engaging, relevant, apt. However, this may lead to a dip in the open and click rates. And when that happens, you know it is time for a wake-up call and a re-engagement campaign.
Different marketers follow different tactics for their re-engagement campaigns to get a subscriber’s attention. Here are a few of the most popular tactics –
Opt-in is an essential part of newsletter engagement. Therefore, some businesses mention the benefits of their emails and remind subscribers that they were the ones who signed up.
Steve Madden highlights their best offerings newsletters by asking the question “Still solemates?” in their re-engagement email.
In this tactics, the idea is to encourage subscribers to make the most of their subscription. Share instructions on ways a subscribers can get the worth from your emails. Sometimes subscribers do not understand the way how your product or service works. GAP shows us how to take an educational approach to engaging subscribers.
3. Guilt Card
Some businesses play the guilt card to keep subscribers from stop being engaged. This Facebook example shows something similar after a time of un-engagement, showing images of contacts you most likely know.
A deadline is also a popular way to re-engage subscribers. Some marketers mail non-engaged subscriber a deadline, failing which they will be unsubscribed and miss a lot of good stuff. This is a message that can compel the subscriber to re-engage. This Amnesty International email is a classic example of this type of re-engagement email.
This is probably the most common re-engagement technique for retailers. When content alone cannot lure the subscriber back, retailers offer discounts, free shipping, reward points and a lot more to win them over. Here’s an example
But the retailers are not the only ones who can offer some incentives to lure subscribers. Here are a few gems:
Some businesses express their concern about the subscriber not opening their emails and ask them how they can help. Some also throw in things the subscribers have missed during their absence and make a case for re-engagement.
Boom Social has done a wonderful job in this area.
Some businesses love to throw in a combination of most of the above strategies. Check out this example from ProFlowers. It’s very hard to say no to it.
Just remember one thing. Do not forget to use easily visible links or buttons or Check boxes for the subscribers to make it easy for them to take an action. Oh, and while we are at it, offering an opt-out option might also be a good idea (I know, it hurts to see them go, but sometimes it is for the best).
After all, at the end of the re-engagement campaign, you will come out as a winner with a more engaged subscriber base.