[vc_row][vc_column][boc_heading html_element=”h4″ color=”#333333″ margin_top=”-15px” margin_bottom=”30px”]Score a quick couple of goals like Lewandowski[/boc_heading][vc_single_image alignment=”center” image=”1457″][vc_column_text]
Problem: My customers are no longer clicking my emails
The natural decay of your email list is about 22.5% per year according to Hubspot. Let me just say that one more time for emphasis: 22.5%! You’ve put in a whole lot of work into growing your list with the perfect registration form and throughout the course of the year you’re going to lose almost a quarter of your list! There’s something just not right with that. Today, we’re going to try and help you reengage them.
Solution: Engagement segmentation and the reengagement campaign
The reengagement campaign is an email campaign designed and targeted at customers that haven’t been engaged for a certain period of time. Usually the industry defines an engaged customer as someone who has either opened or clicked an email in the last 6-12 months. However, everyone should really have their own definition of what constitutes an engaged customer as every business is different.
Having said that, here are some ways of defining and segmenting a customer’s engagement based on their behaviour;
- Frequent clickers – users that have clicked at least once in the last week
- Occasional clickers – users that have clicked at least once in the last month
- Non-clickers – users that have not clicked in the last six months.
Let’s say that our non-engaged customers are those that haven’t clicked (we value opens, but view clicks as a greater indicator of customer engagement as these customers are visiting our website) in the last six months. We’ll create a reengagement campaign that we’ll send out when our customers haven’t clicked in the last six months.
Example: All the way to the finals
The Polish football team qualified for the UEFA Euro 2016 Finals in October 2015 with great fanfare, almost 8 months before the start of the finals in France, leaving a lot of time for friendly matches of little importance that were of a lesser interest for their fans.
Our online football store had been sending them pre-match analysis of all the games where they could also buy supporter products and up until qualification we had a highly engaged supporter base. Post qualification however, we noticed a decrease in clicks and engagement, so we decided to create an unengaged segment and send a reengagement email to them, reminding them that the finals have started and that we need their support!
In our unengaged segment above, we have selected subscribers that haven’t clicked on any link in any message that we had sent in the last 180 days.
We’ll send them our reengagement email asking them for their support and that by purchasing the team’s national kit, they’ll be in the running to win a live streaming package for all of the finals matches.
Score a quick couple of goals like Lewandowski
Your reengagement campaign will actually help you score two goals that will help you with your marketing endeavours. Firstly, you’ll be able to reengage some of your customers and for those who still don’t respond, you’ll be able to clean your list and remove them which will help you with greater deliverability.[/vc_column_text][/vc_column][/vc_row]