Customer Re-engagement
Strategically reaching out to customers and subscribers who are inactive is crucial to your email marketing strategy. An effective re-engagement strategy helps reduce the cost and time of emailing people who are no longer interested, and revitalizes those who have become inactive with your brand for other reasons. After all, an engaged audience increases the value and return on your email marketing.
You need to do more than just identify inactive subscribers – you also need to segment based on past behaviors. Only then can you reconnect with relevant, personalized messaging such as:
- Promoting complementary products to previous purchases
- Alerting subscribers when it’s time to re-order
- Re-introducing the brand with incentives to purchase
And keep in mind, that the success of a re-engagement campaign is not only a sale; other interaction from previously inactive customers, like clicks and browsing, are also valuable.
Elements of a Re-Engagement Solution include:
- Analyze customers and behaviors to define and identify inactive subscribers
- Compare inactive customer data to other engagement sources (order history, site activity)
- Create re-engagement strategy with segmentation and cadence control
- Develop messaging and methodology for using behavioral data to personalize emails with recommendations and offers
- Deploy automated multi-email campaign to truly re-engage customers
- Post campaign analysis to convert re-engaged to active list and unsubscribe others
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