How To Create A Successful Re-Engagement Email Campaign

Are your subscribers not interacting with your emails? Are they not clicking on your links and buying from you? Is it time to launch a re-engagement email campaign? What does that even do anyway? Let's find out, shall we? SOME EPISODE HIGHLIGHTS: (0:15) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(4:00) Have you been neglecting your email list?(7:03) Collect some data before you launch a re-engagement campaign.(7:36) Focus on clicks - not open rates!(10:05) Are people disengaged from your list? (11:15) What to include in your re-engagement email campaign.(13:30) Why you should get rid of those who don't engage.(15:22) Don't be afraid of deleting subscribers from your list!(16:32) Subject line of the week.[podcast_subscribe id="7224"]
Have you been neglecting your email list? A lot of people who start working with us admit they've been neglecting their email list for a while. This happens a lot, to a lot of marketers, and for a lot of different reasons.But the good news is that we've got a campaign for that exact scenario. It's called The Terrible Friend, and it works like this: you show up and tell your subscribers that you've been a terrible friend. Because you know that people on your list get value from the topic you teach, but you've still gone and ignored them. So you tell them that the plan going forward is to email them regularly. You'll email on specific days of the week (ideally every day) with valuable information.And the important bit about this campaign is that you give them a blatant way of saying no. If they’ve moved on and are no longer interested in your solution, you give them the option to click on a link and remove themselves from your email list (i.e. to opt out). Because chances are that if you haven't emailed in a while, some people have forgotten who you are.And that makes sense. If you haven't emailed anyone for ages, launching this campaign gives you the opportunity to step things up and start emailing regularly again. So be humble and admit it's you who didn't get in touch. People will relate and connect with the human element of this mistake.Collect some data before you launch a re-engagement campaignIf you haven't emailed your list in a while, you haven't really been in a position for your subscribers to disengage. So before you launch a re-engagement email campaign, you want to send some emails and collect some data. We recommend you gather at least one month of data from the emails you send (especially if you email daily) as this will give you a good indication of where people are after you’ve ignored them for ages. You do this to find out whether people are opening your emails and clicking on your links.Focus on clicks - not open rates!When you look at your data, focus on clicks rather than open rates. Because Apple and Android are blocking what they’re allowing to be reported back to the email marketing platforms. For example, Apple might mark all of your emails as open while Android may make it look like none of your emails were delivered. Technology is always changing, and you can't rely on open rates - not on a contact-by-contact basis.But by looking at clicks, you can decide to re-engage the people who haven't been engaging and delete those who are no longer interested. There's one downside to clicks though. Some larger corporations use phishing protection antivirus systems to make sure the email lists their employees sign up to are safe. This piece of software clicks on the links in your emails and checks where the page goes. So to you, it looks like a click from a human being,