Many email strategists and thought leaders will say that in order for an email program to be successful, organizations need to have relevant emails that drive conversion. In fact, someone has probably come up with a list of all the email types that should be in production without really understanding the impact each one has, or the amount of time they take to create.
As we all know, it’s easier and more cost effective to keep a subscriber/customer than it is to find a new one. Most retailers should have a re-engagement strategy in place when it comes to their email list. And by that I mean it should go beyond the standard “6 months no open/clicks and we send them an email” strategy. I have been part of many sessions, both on the client and agency sides, talking about re-engagement, and it always leads back to data around the optimal time to send email to get the subscriber/customer to do the thing you want them to do. But in fact, there are many kinds of re-engagement emails and strategies that organizations should consider:
- Former customers who have not purchased in a while
- Former engagers who have not opened/clicked in a while
- Former big spenders who have not spent in X amount of time
- Former seasonal spenders who have taken advantage of new offers
- Lapsed loyalty program members
- Lapsed gifters
- People engaged in the email program, but have not bought
- Lapsed online customers who have engaged in a store (yes, email can and should drive offline sales)
- Lapsed email customers who have not engaged on the site
- Heavy openers that are non-clickers
- Long-time cart abandoners
- Long-time browse abandoners
- Once heavy engagers that have reached a threshold for non-engagement
- Subscribers who have not opened in the first 30 or XX days of signing up for the program
- Subscribers who have never done anything in the program (a.k.a. “The Walking Dead”)
But before you run out and create a re-engagement email, it might be a good idea to evaluate historical response probability data and learn what key drop-off points are in the subscriber lifecycle. Once you do this, you can begin to formulate a strategy around intervention triggers at key points, and begin to map out what re-engagement in your program will actually look like.
I’ve been fascinated with how brands “do” re-engagement for a while. I seemed to have plenty of emails from companies asking me to re-engage with them via several different methods. Here are 45 examples for your viewing pleasure. Enjoy the show.