As your audience grows, it's natural that some of them stop engaging with your communications. But that's not to say it's a lost cause, there are opportunities to re-awaken customer interest through a reactivation campaign.
Here we are going to focus on how to recover that part of the audience that became inactive in 4 simple steps.
The reality is that there are always going to be people who unfollow you or unsubscribe because they lose interest. But there is a large part of the base that is "asleep", inactive, for no particular reason. Maybe because they have too many messages and yours just missed them or they didn't have the time to look at them in detail.
It is key not to miss the opportunity to use that inactive audience and spark their initial interest in your brand.
What you have to plan then is a campaign specifically designed to reactivate that part of the audience.
With a single email you will not achieve great results, so it is important that it really be a "campaign" and think of a sequence of emails that your inactive audience may be interested in.
The objective is to show them the value that you can give them with your communications and generate interest in your brand again.
There are many reasons why this part of your base may be down. The important thing is to focus on that a percentage of that group of people has the possibility of reactivating.
Keep in mind that these are people you already have access to, you have their information and at some point they agreed to subscribe or follow you, so you are already one step ahead of brand recognition.
There is no exact definition of what measure to use to establish when a person in your base is considered “inactive”. It all depends on the industry and the type of product you sell.
For example, it is not the same if you sell bathing suits and during the winter your public is not so receptive (so maybe nothing happens if they had no contact for 2 or 3 months) than if you sell t-shirts with printed designs that are They are used throughout the year (and if they do not show signs of life for 2 or 3 months, it is already a sign of concern).
So, once you decide how long it takes to call an “inactive” user , you can add an email marketing number to the formula as the opening or clicking of your emails (depending on how demanding you want to be).
In relation to the previous examples, it could be:
- In the case of swimsuits: user who has not opened an email in the last 6 months.
- In the case of printed t-shirts: user who did not click on an email in the last 3 months.
The more you can segment your audience , the better results the campaign will have. So, if you have other data such as if they have ever bought from you, if they are a man or a woman, if they like something in particular about your products, etc., divide these groups into segments and personalize the content of the campaign for each one of them.
Following the example: If you know that there is a group of this inactive public that has already bought from you once, that is a man and that likes the line of t-shirts from series and movies, you can put together the emails of the campaign oriented to that style of products. with a particular type of content for that target.
As we mentioned before, the idea is to put together a series of emails that can reawaken the interest of that sleeping part of your audience.
Some options of these reactivation emails are:
– Update preferences
This mail aims at the person being able to personalize the content and/or the frequency with which they receive the mails.
For example, you can create questions to understand what types of products you are interested in receiving news or promotions about, how often you would like to receive communications, etc.
– Answer a survey
This email seeks to understand exactly why it has not been active recently and what things you can do to make the content of your communications of interest to them.
For example, you can ask questions like: Why did you sign up in the first place? What did you not like about previous communications? What would you be interested in receiving?
– Offer an incentive
Who does not like a gift or a discount coupon? 🙂
If they are interested in your brand, it will be difficult for them to resist a discount or a gift with their next purchase.
If you can add a personalized angle to this according to the interests you know they have, it would be very attractive. For example, if you sell baby clothes and you can split the discount offer for clothes from 0 to 24 months for customers who you know have a child that age.
– Give a time limit
This is the classic “show signs of life or I'll take you off the list” email.
It is quite drastic but sometimes it is what is needed for that part of the audience to react: to think if they really have an interest in your brand and want to miss your future communications.
Setting a deadline helps mark that sense of urgency to get a response.
There is no ideal recipe for how to put together the reactivation campaign. It is important that you take the time to think about it and design it according to your audience, your industry and your business.
At Qined we are in favor of measuring the results to understand what things went well and what things can be improved. And this is a concept that I like to convey to our readers because we have proven, from our own experience, that this helps (and a lot).
Therefore, the last step that I recommend you do is to measure this campaign to evaluate if it was successful , in what way and what things you can change for the next time.
Yes, because this is a campaign that you can resend from time to time, depending on the needs of your business.
So, it is important that you evaluate:
The percentage of users who were inactive and who were reactivated with the campaign.
If there are improvements in the opening and click numbers of the shipments you make after the campaign.
The percentage of email addresses that you remove from your list as a result of the campaign.
As you progress through these types of campaigns and repeat them, you will be able to establish a point of comparison and what measure of success is appropriate for your business.
But the work does not end here...
It is important that in order to achieve a successful contact strategy with your active audience, you seek to maintain a “healthy” relationship with them: with clear expectations and content that adds value .
Because ultimately, the smaller the size of your inactive base, the better email marketing job you're doing.😉