Article

Don’t be reactive with inactives, be proactive

Andrew Kordek

There’s been a ton of chatter lately around messaging to inactive subscribers on your list. This post is not about starting to do so or how to do it right. To me, there is no one-size-fits-all re-engagement tactic or strategy. This sort of stuff is custom, and needs to be driven by data and specifics around each organization. Don’t get me wrong, there is plenty to read out there and it’s mostly the same stuff, but I have to be honest in saying that c

Constructing an honest to goodness re-engagement campaign that is going to move the needle requires patience, testing and a strong stomach to accept failure on multiple levels.

While others are talking about being reactive to inactives, I prefer to talk about being proactive to not make them inactives in the first place. It’s about understanding patterns and warning signs of potential inactivity, and defining what an inactive really means to your organization. It’s about implementing triggered programs to fend off inactivity and ensuring that they are constantly running, as opposed to doing one offs.

I have often seen organizations being uber proactive on getting the customer to an offer or CTA, but I rarely see organizations being proactive to inactivity programs. Again, don’t misconstrue what I’m trying to say … getting them to the offer quickly is important, but what about when the honeymoon is over and the customer settles into your list?

About the Author(s)

Andrew Kordek

Andrew Kordek is a Co-Founder of Trendline Interactive.

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