Proactive list management is essential to keep your subscriber interest high and your email campaigns out of the junk box.
Campaign Monitor has made it easy to segment your audience based on your business rules and stored data. In this seven-minute video, we walk through building an unengaged segment of your audience using two scenarios.
SCENARIO 1: UNENGAGED FOR A SINGLE SEND
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