You’ve done everything to build a list of subscribers/ customers, but still, some customers choose not to engage with your brand. They are passive and don’t respond. In fact, 22.5% of your email database decays every year.
There are various reasons why some customers choose not to engage; either they’ve changed jobs, abandoned the email address as they don’t use it anymore, or they find your email of no relevance to them.
So how are you going to begin connecting and re-engaging with your customers?
Here is what you need to do:
1. Set objectives of re-engagement campaigns
The first step to re-engagement is to define your objectives for re-engagement. Some of your goals can be:
Reminding your customers why they opened your email for the first time or made a purchase.
Ask them their experience of engaging with your brand and rate their previous experience.
Conveying it to them that they are missed and its time a long time they’ve engaged with the brand.
Probe into why they’ve not chosen to engage again and what they expect from the brand.
2. Segment your inactive subscriber list based on the previous engagement
There are analytical tools, which you can use to know the prior responses and engagements of your customers. Make lists of inactive subscribers and segregate according to their responses.
Based on these responses you can send them targeted emails and revive the connect.
3. Personalize your re-engagement campaign
Make a personalized connect with customers. May it be the subject line or the content – the customer should feel that the email is exclusively designed and created for him/her.
Personalization isn’t restricted to referring to names or sending an apt subject line. It’s a tool to create an interest in the brand and a stronger bond.
This is how you can begin with your personalization strategy
Find the prior responses and purchase history. Based on their interest level reflected through past behavior send personalized recommendations.
Send them a list of products they purchased the last time.
To show the customers that you care, send them some useful, informative emails which they value.
Probably it would help to share information about your brand- the products/services available, its inception and growth, the causes you support, values, company culture, and the team. This creates a deeper impact on the minds of the customers as you are being transparent about your brand.
4. Communicate to understand problems and offer solutions based on the previous engagement
Customers stop connecting for several reasons. Probe the reasons behind this inactivity. Approach them and ask them to share their feedback about their prior experience. The motive is to avoid making the same mistakes again.
Request them to share the reason for their inactivity to which you share an apt solution. It’s possible that they aren’t interested in the kind of emails you are sending them. Ask them what kind of emails they are interested in receiving. Give them a choice by asking if they would like to receive emails from you.
Ask relevant questions about their choices, what they appreciate about your brand and past experience. This direct communication will be appreciated by your customers.
5. Promote offers and loyalty programs
The best way to hook customers and have them come back is to send offers, gifts, discounts and loyalty programs. Mention that it’s a special come back discount as the brand misses them. Grab their attention by mentioning in the subject line about the discount/offer. It’s an incentive for them to consider connecting back.
Time your offers well, maybe you can send these offers on birthdays, anniversaries or during the festive season.
6. Use automation
When you segment your long list of subscribers based on the reason behind inactivity, you can create emails accordingly. This is where automation works.
You can send triggered email based on these segregated lists of their prior responses. When they try to re-engage you can immediately send an automated triggered response by thanking them. A series of emails can be created for different responses and once a customer shows a response to the corresponding email designed for the response can be sent.
7. Keep consistency in follow up
Don’t expect that your customers will open the doors to re-engagement with a single email. You have to create a series of 3-4 emails. It’s a consistent effort that matters and creates the desire amongst the latent customers.
Keep trying different subject lines, topics, designs, offers instead of relying on a single email. But, don’t send too many emails; you should know when to stop. Don’t irritate your customers by continuously sending emails or create an impression of a spammer.
Re-engagement is an entire campaign and not just a one-time affair, except that it takes a lot of efforts to get someone back. Mix and match your emails instead of sending the same email over and over again. Have something new to say every time.
8. Use interactive ways for engagement
Adding interactivity in emails motivates your customers to talk to you, hence engaging them in a conversation. For this, you first probe why they grew disinterested in your brand/ emails and content.
Ask for specific feedbacks about all these aspects. This shows that you really care and make the communication interactive- two-way communication.
Ask them what they like about your brand. Probe about their interest, like and dislikes, passions and the important things in their life.
Instead of making these emails mundane have them embedded in content that is drop dead interesting. Connect it to a landing page which is designed in the most appealing manner.
9. Write highly professional and engaging content
Give your customers a reason to re-engage, tell them what they are missing out on. Tell them about the premium features of your products and new offerings. They will get motivated to just check out what’s new.
While you do all of this be brief, stick to the point and script crisp content. Take some time to write relevant, informative, interesting content that hits the bullseye. This will take time but, be worth it.
10. Use curiosity and humor as your weapon
Humour never misses to touch the audience. Take advantage of the right time and moments to add some humor in your audiences’ life. It’s a sure shot way to renew interest among customers.
Though you should remember that it’s a two-edged sword. For some, it might appeal while some may not like it.
11. Highlight your best features or benefits or USP
Sometimes customers have just lost touch thus, forgotten the benefits your brand offers, the USP of your brand- things that make you stand out from others; your brand’s uniqueness. This is certainly a solid motivator for your audience.