Recently RootedELM sent a survey to our subscribers asking them a few questions. Each respondent received a $10 gift card for their time and sharing their information. The scenario walks through how to identify the subscribers that did not complete the survey to be able to follow up with a second email invitation to participate.

SCENARIO 2: UNENGAGED FOR MULTIPLE SENDS

Inactive subscribers skew your tracking results and cause harm to your deliverability relationship with inbox providers. If over a period and multiple sends, your subscriber has not opened or clicked within an email (or based on your defined criteria), it’s best for you to take action, by asking your subscriber to take action, with some form of a reengagement campaign series. For example, A&W Restaurants uses an annual survey and incentive to re-engage.

“Subscribers who haven’t engaged with your emails in a long time represent a shrinking revenue opportunity and growing risk to your deliverability.”

– Chad White, Email Marketing Rules – Third Edition

When to send a re-engagement campaign depends on how frequent you send and your customer purchase lifecycle. Investing in a re-engagement program however, leads to answers. Whether you send an inquiry to ask questions about interest or an email campaign to test a new idea out on — you receive insight to improve upon. You learn more about what type of content is working, where you can enhance and where you’re missing the boat.

How close do you monitor your subscriber lists? Are you trying to re-engage your disengaged? RootedELM has developed multiple campaigns of this type and available to explore and discuss ideas with you for your program.

RESOURCES TO HELP YOU FLOURISH:

Campaign Monitor: Send More Relevant Emails with Additional Rules for Segments

Litmus: 3 Steps to Successful Subscriber Reengagement 

Issue 8
June 26, 2017

With all the emails that end up in your inbox, there are always a few that stand out. Here at RootedELM, we’re email geeks — we admit it. Whether it’s outstanding content, design or development, when we see it, we want to share it. Watch for our insight here, direct from our own inboxes, and use it to inspire your next campaign.

LISA’S PICKS

Campaign Monitor

SUBJECT
How to Retain More Customers with Post-Purchase Email Automation

Being a robust email service provider, Campaign Monitor has a leg-up knowing how to build a good email to engage their audience.

I’ve noticed lately this little emoji stand out in my inbox when Campaign Monitor has a new post for me to read. Although I reference the Campaign Monitor blog often, this particular email caught my attention with the first five words in the subject line: “ How to Retain” followed by the simple pre-header of “Drive repeat purchases.”

Graphically, there is hardly anything to this email but the content is strong. In two short paragraphs, they have set up the problem and introduced a solution using “Read On” as the CTA. Sending two to three times per week, Campaign Monitor uses this branded email template with a short one to two paragraph lead-in consistently to introduce their latest insight. It’s clear Campaign Monitor has one goal — for their audience to click-through to their blog and for me personally, it works!

VIEW THE EMAIL SCOPE

JASON’S PICKS

Master & Dynamic

SUBJECT
A shipment from order #10640 is out for delivery⁩

A lot of companies don’t really make great impressions with their transactional emails, especially when it comes to shipping. A lot of times it’s more of a data issue as apposed to an email issue necessarily. I really can’t remember the last time I received a shipment notification and was surprised and delighted by it. In fact, the first email I received from Master & Dynamic informing me the new pads for my MW60 headphones had shipped got deleted. The follow-up emails however made me take notice.

While these two follow-up shipment emails could use some branding love their content more than makes up for the lack of it. By leveraging the data that most of the major shippers provide via API’s Master & Dynamic sent two additional shipment emails; one to notify that my order was our for delivery and another to notify me that it was delivered. The other nice part of their tracking CTA in the “out for delivery” email is it takes you straight to a landing page with all the tracking data and order details without pesky log-ins or asking for additional information. Both emails create a nice touch point with customers that make an overlooked process a little more personal.

VIEW THE EMAIL SCOPE

SUBJECT
A shipment from order #10640 has been delivered⁩⁩

VIEW THE EMAIL SCOPE

CHRISTINA’S PICKS

Zola Registry

SUBJECT
It’s time to think PINK

I’m not typically a girly-girl, but this pink themed email caught my attention with its simple design and rose-colored hue. The copy is conversational and fresh, including the line in the bottom panel with the social media which says, “Need help? Or just want to complain about the in-laws?” Another eye catching element is the animated iPad image under the Wedding registry segment.

VIEW THE EMAIL SCOPE

Toms

SUBJECT
Rose Gold Flamingo Print Classics

Okay, so I’m obviously into pink this week! I always love the simple, classic design of Toms emails and I’m drawn in by the catchy copy writing, including, “Whatever Floats Your Flamingo.” Shopping Toms is also a feel good experience because of their policy of giving a pair of shoes for every pair purchased. I’m not sure these flamingo print shoes are my thing, but I definitely clicked on the “Shop limited edition prints” CTA to see if there was another pair I couldn’t live without.

VIEW THE EMAIL SCOPE

Here you can create the content that will be used within the module.

Sometimes the answer to one person’s question can help the next person and so on. Consider this a FAQ of email marketing. We’ll post actual questions from our customers, along with the expert solutions so you can tuck them away in case you run into the same issue later.

Ok, so apparently for some of the templates in Campaign Monitor they’ve hardcoded fallback fonts to be changed from the settings section. So since the hardcoded fallback was serif for when Merriweather was chosen, changing to Helvetica in the text block wasn’t changing the font-stack except for adding Helvetica to the front of the code.

I fixed it by going to the settings for the template and changed the Heading 1, Heading 2, Heading 3 and Normal Text to Helvetica and it changed the font stacks accordingly. I’ve also alerted Campaign Monitor to the issue with this template (and potentially others as well).