While attracting new customers is vital for a marketing campaign, it’s important to win back your inactive subscribers. Remember, it’s five times cheaper to engage with your previous customers than get new ones.
And while there are many ways to reach out to your previous subscribers, one of the best and most lucrative ways to do so is through a reactivation email campaign. With emails, you can earn as much as $44 for every $1 you spend.
Unlike other campaigns, this is relatively easy to do. All you need to do is follow these six steps on how to launch a reactivation campaign.
Step 1: Determine Why Your Customers Have Disengaged
There are many reasons why inactive subscribers no longer engage with your company.
In the first place, you may have done something wrong. It could be that your product doesn’t work for them. Worse, you may have given them subpar service.
Another reason why you have inactive subscribers is that they may have found better campaigns somewhere. This is usually the case with a price-shopping customer. Unless you have lower prices, you will lose them to other companies.
Sadly, the most common reason why marketers lose customer engagement is due to apathy. This happens when you forget to build or nurture a relationship with your audience. Unless you reach out to them, they may end up buying on another platform.
Step 2: Evaluate the Customers You Want to Win Back
While reactivation is essential, it does not necessarily mean that you need to re-engage all your previous customers. For one, those whose sole interest lies in prices can be a big waste of your time, money, and effort.
Essentially, you want to engage email subscribers who can afford your services as they are the most profitable. At the same time, you want to work with customers who value your brand and business. Screening these clients will prove beneficial when you proceed with the next step.
Step 3: Organize Your Email Marketing Database
Now that you have determined the focus of your reactivation campaigns, it’s time to work on your database.
In most cases, this list of subscribers is usually very chaotic. This is especially the case for small business owners, whose data may be found in emails, spreadsheets, business cards, and CRM programs.
So before you get started, you need to organize your data first. You can do this by centralizing your email campaign list in one location, preferably a CRM program.
Step 4: Tag, Segment, and Sort Your Prospects
After migrating your contacts, you may proceed with tagging your subscribers. This will help you personalize their reactivation emails, which is crucial for increasing email open rates.
Since segmenting your email list can help boost revenue by as much as 760%, it’s vital to tag them according to these channels:
- Clientele size
Once you have segmented your subscribers, you should sort them into three main categories: prospects, dormant customers, and existing or active clients.
Step 5: Validate Your Reactivation Email List
Even if you have thousands of subscribers in your email list, not all of them are active. Some people may have typed the wrong email address, while some may have accounts that have long been inactive. Some subscribers may have even created a new email address.
To ensure that your reactivation campaign doesn’t go to waste, you need to validate your email marketing database. Programs such as Never Bounce can help you remove inactive subscribers from your marketing campaigns.
Step 6: Start With Your Reactivation Campaign
Once you have a clean reactivation email list, you can go ahead and launch your campaign.
Since the goal here is to re-engage with your target clients, your strategy should focus on any of these examples:
10-Word Reactivation Email
You don’t have to write a lengthy email to capture the interest of your clients. With a short and sweet 10-word email, you can catch the reader’s interest with a question.
For best results, don’t forget to personalize the subject line!
Personalized Video Reactivation Campaign
Use a program like Loom to record a video and include it in the email. As usual, make sure to personalize your subject lines since they are 50% more likely to be opened by the consumer.
Sorry or We Miss You Reactivation Email
As one of the most common campaigns, it lets the readers know that you’re doing everything to keep them engaged. Although you haven’t done anything wrong, this makes for an engaging email that appeals to their egos.
Reactivation Campaign With Brand Coupon/Discount
Everybody loves discounts. A welcome back coupon will surely lead clients back to your website.
Event Invitation Email
Engaging your subscribers in an exclusive event will get them excited with your content all over again.
A reactivation campaign is one of the best ways to re-engage your old customers. As long as you follow these six steps, your attempt to reactivate your subscribers will surely be successful.