As your audience grows, it’s natural for some of them to stop engaging with your communications. But that doesn’t mean it’s a losing case, there are ways to re-engage customer interest through a reactivation campaign.
Before we saw:
Today we’re going to focus on how to win back that portion of your audience that went inactive in 4 easy steps.
1. Make friends with the facts
The reality is there will always be people who will unfollow you or unsubscribe because they lose interest. But there is a large part of the base that “sleeps”, is inactive for no particular reason. Maybe because they have too many messages and yours just missed them or because they didn’t have time to look at them in detail.
It’s the key Don’t miss the opportunity to tap into this inactive audience and get their initial interest on your brand.
What you then need to plan is a campaign specifically designed to reactivate that segment of the audience.
You’re not going to get great results from a single email, so it’s important that it really is a “campaign” and think of a sequence of emails that your inactive audience might be interested in.
The aim is to show them the value that you can give them with your communication and rekindle interest in your brand.
There are many reasons why this part of your base may be down. The important thing to focus on is that a percentage of this group of people have the ability to reactivate.
Remember these are people you already have access to, you have their information and at some point they have agreed to subscribe or follow you, so you are already one step ahead of brand awareness.
2. Identify the inactive part of your audience
There is no precise definition of what measure to use to determine when a person is considered “inactive” in your base. It all depends on the industry and the type of product you are selling.
For example, it’s not the same if you’re selling swimsuits and your audience isn’t as receptive in the winter (so maybe nothing will happen if they haven’t had contact for 2 or 3 months) than if you’re selling t-shirts with printed designs, they will used all year round (and if they show no signs of life for 2 or 3 months, that is already a sign of concern).
So if you decide How long does it take to designate a user as “inactive”?you can add an email marketing number to the formula as an open or click of your emails (depending on how sophisticated you want to be).
Regarding the previous examples, this could be:
- For swimsuits: user who has not opened an email in the last 6 months.
- For printed t-shirts: user who has not clicked on an email in the last 3 months.
The more you can segment your audience, the better results the campaign will achieve. So if you have other information, e.g. B. if they have already bought from you, if they are a man or a woman, if there is anything they particularly like about your products, etc. Divide these groups into segments and customize the campaign content for each of them.
Following the example: If you know that there is a group of this inactive audience who have bought from you before, i.e. are male and like the t-shirt line from series and films, you can check out the campaign emails , targeting that product style, with a specific type of content for that goal.
3. Design your email campaign
As we mentioned earlier, the idea is to put together a series of emails that can rekindle the interest of this dormant part of your audience.
Some options of these reactivation emails are:
– Update settings
This email aims to allow the individual to personalize the content and/or the frequency with which they receive the emails.
For example, you can create questions to understand what types of products you would like to receive news or promotions for, how often you would like to receive communications, etc.
– Answer a poll
This email tries to understand exactly why she hasn’t been active lately and what you can do to make the content of your communications interesting to her.
For example, you can ask questions like: Why did you sign up in the first place? What did you dislike about previous communications? What would you like to receive?
– Offer an incentive
Who doesn’t love a gift or a discount voucher? 🙂
If they care about your brand, they’ll have a hard time resisting a discount or gift the next time they shop.
If you can add a personalized angle to this according to the interests you know you have, that would be very appealing. For example, if you sell baby clothes, you can split the discount offer for clothes from 0 to 24 months for customers who you know have a child of that age.
– Specify a time limit
This is the classic “Show me signs or I’ll remove you from the list” email.
It’s pretty drastic, but sometimes that’s what this segment of the audience needs to react: to consider whether they really care about your brand and want to miss out on your future communications.
Setting a deadline helps emphasize the sense of urgency in getting a response.
There is no ideal recipe how to put together the reactivation campaign. It is important that you take the time to think about it and design it according to your target audience, your industry and your company.
4. Measure the success of your campaign
At Tiendanube, we are in favor of measuring results to understand what went well and what can be improved. And that’s a concept I’m happy to convey to our readers because we’ve proven from our own experience that it helps (a lot).
Therefore, the last step I recommend you do is Measure this campaign to assess whether it was successfulin what and what things can you change for the next time.
Yes, as this is a campaign that you may re-send from time to time depending on your business needs.
Therefore, it is important that you evaluate:
a. The percentage of users who were inactive and that they were reactivated with the campaign.
2. If yes Number opening and clicking improvements of the post-campaign broadcasts you make.
3. The Percentage of email addresses you remove from your list as a result of the campaign.
By going through and repeating these types of campaigns, you will be able to set a benchmark and determine what measure of success is appropriate for your business.
But the work doesn’t end here…
In order to achieve a successful outreach strategy with your active audience, it is important that you maintain a “healthy” relationship with them: with clear expectations and content that provides value.
Because ultimately The smaller the size of your inactive base, the better your email marketing job. 😉
When you’re ready to start selling online professionally, it’s time to create your own online store. I recommend you try Tiendanube for free for 30 days.