Best Practices For Your Re-Engagement Email Series

Re-Engagement Email Series: What You Should Know

Whether it’s called a win back, reactivation, or re-engagement email series, the aim of it is self-explanatory: 

Breathe new life into disengaged portions of your email list

But why even go to all this trouble? 

After all, you’re doing what you’re supposed to – sending offers to subscribers, putting out informative content with clear calls to action throughout. 

If they don’t like what they’re seeing and don’t want to respond, it’s their loss…Right?

Wrong! It’s your loss…

Re-engagement email series; Why you shouldn't ignore email subscribers

These aren’t random people who just happen to not be interested in what you’re offering. You did have them onboard at one point but lost them somewhere on the way. 

Now it’s your job to get them back. 

They are people who were interested in your business enough to give you their email address so they could have future interactions with your brand. 

And make no mistake, they are quite valuable to your whole operation. 

Fred Reichheld, the best-selling business strategist and loyalty marketing researcher, has stated that merely a 5% increase in customer retention can lead to upwards of a 25% increase in profits for a company.

It is far easier to convince a subscriber to purchase something than a person who hasn’t had any contact with your advertising or brand values. 

You just have to know how to do it right. 

What To Do With Old Email Lists

First of all, we need to isolate the problem so we can treat it more quickly and effectively. 

Take advantage of platforms like ActiveCampaign by leveraging the data they collect in regards to your email campaigns, to better identify those subscribers that haven’t interacted with your content for more than 90 days and segment them, so your messaging can be more targeted towards them.

After that, your best bet is a re-engagement email series. 

Why You Should Use A Re-Engagement Email Series

From what we have observed over the years, the two main negatives of disengaged email subscribers are: 

  1. Email Service Providers take your deliverability (open, click and bounce rates, etc.) into account when they assign you a reputation score. This is done to ensure that people receive relevant emails in their inboxes, with the rest going straight into the spam folder. You may find your emails winding up in spam folders if this score takes a dive. This is a very hard position to get out of, so avoiding getting there in the first place would be the best strategy. Engaged subscribers are key to improving this metric. 
  2. You’re wasting resources – Email Service Providers charge you based on the number of emails you send out. It’s common sense to at least make sure the emails you’re paying for have a chance at an ROI.

Best Practices For A Re-Engagement Email Series

Now that we know we should be using it, how exactly do we get this email sequence up and running? And more importantly, how do we avoid common re-engagement email mistakes? 

Many of the guidelines for writing an outstanding email sequence apply to the re-engagement series, like writing clear Calls to Action (CTA). 

Make your CTAs stand out with a button that is separated visually from the text around it so that it’s easy to understand at a glance what action you want your subscribers to take. 

Both B2C and B2B re-engagement email subject lines should make the intent of your email body clear and upfront. 

A subject line is like a store’s window – it gives an accurate insight into what there is to find inside.

You are both marketing sender and receiver, though not simultaneously. Look around your inbox to determine what has worked on you in the past. Set up a special folder where you can store your inspiration every time you see a nice subject line, email design or copy that you can draw from in the future. 

Have the emails in your re-engagement email series centered around the shared general theme of starting the interaction between your subscriber and your brand back up, but talk about a different thing in each email. 

This avoids annoying subscribers with repetitive messaging while staying relevant in their inboxes. 

Moreover, this is why a sequence is preferable to just one customer winback email since a single oversized email packed to the brim with ideas and offers can overwhelm the reader and cause their attention to simply switch off. 

At least one of the emails in your sequence should provide substantial value. This can take the form of limited-time offers, coupons, or a lead magnet. 

This is the perfect moment to repurpose a piece of content that you have already produced. It could be an article, a guide, a course lesson, pretty much anything that could provide value.

Should You Delete Inactive Subscribers?

If all else fails, then yes, by all means, take them out, since at that point they are more of a liability, which far outweighs their potential benefit to your business.

As mentioned before, disengagement can lead to your emails being labeled as spam, which is absolutely not a position you want to find yourself in. 

When it comes to your email list, think quality over quantity. 

The large subscriber count doesn’t matter one bit if the sound of crickets is the only answer you get when you send an email asking them to interact with your content. 

Final Words On Re-Engagement Email Series

All in all, when done right, a re-engagement email series can be the most cost-effective way of converting leads, since they are halfway there on the customer journey, signaled by the fact that they were in your email list to begin with. 

All they need is the right jolt to get them to pay attention. 

If you ever feel like you need a helping hand when it comes to email marketing, don’t hesitate to reach out and contact us right here

We will gladly arrange a phone call to talk about the ways in which we can help you leverage marketing technology to help scale your business! 

We hope to hear from you soon! 

 

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Vlad Popirda

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If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

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Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

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Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

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Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky

CHIEF OPERATING OFFICER

Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

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One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

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He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.