Email Marketing Automation [Part 6/6] – Reactivation Emails
The final post in our six-part series will look at reactivation emails. The purpose of a reactivation email is to re-engage customers who have not visited or purchased from your shop for a while. It’s much easier – and cheaper – to reactivate existing customers than it is to win new ones, so reactivation emails are an important part of your customer retention strategy. We’ll show you how such emails work and how you can set them up with Newsletter2Go.
Email marketing automation blog series:
What are the benefits of a reactivation campaign?
Almost every database contains inactive customers. However, this doesn’t mean they should just be ignored. A reactivation campaign can be used to appeal to such customers and potentially boost sales for your online shop. If you have certain data to hand – such as when the customer was last active, or when they made their last purchase – you can easily create and use a reactivation email to your advantage.
Acquiring new customers is both time-consuming and expensive. Inactive customers, on the other hand, have already shown an interest in your products and taken the time to share their personal details with you. You can therefore assume that there is room to re-engage them with your brand. This is where a reactivation email comes in.
How do I create a reactivation email?
Let’s assume that you want to address all customers who haven’t made a purchase in the last 8 weeks. You will first need to create a dynamic contact segment:
- Log into your Newsletter2Go account, go to “Contacts” and then “Segments”.
- Click to add a new segment and move the auto-update slider to green.
- Create an attribute corresponding to the date of the last purchase, and select this from the drop down.
- Set the time frame to 8 weeks.
- Finally, preview and save the segment.
To set up a reactivation campaign that will be sent out each day to the relevant recipients, create a new serial email. You can then select the segment that you just created. In step 2, fill in all the relevant details – including sender name and email address, subject line and preview text. Next, consider the design of your email. Select a template and add your desired content. Finally, set the email to go out at the same time each day. The auto-update segment will automatically select the relevant contacts each day.
What do I need to bear in mind when creating a reactivation campaign?
Your reactivation email is a chance to convince inactive customers that your shop is still relevant to them. First and foremost, you need to encourage your subscribers to open the email, so include a sender name that they will recognize and an intriguing subject line.
Secondly, try to find out why inactive customers no longer use your shop. There may be many reasons for this. Perhaps your product line has changed and is no longer relevant to these particular customers, or maybe the customers’ interests have changed. Use your reactivation email to ask for feedback.
When deciding how long to wait before sending a reactivation email, it’s important to consider your target group and the kinds of products you’re selling. Some products need to be purchased regularly, whereas others may only need to be bought every now and again. Don’t be too quick to send a reactivation email, and don’t send such emails too often.
It’s also crucial to highlight user value. Don’t put pressure on the customer – rather, give them an incentive to revisit your shop. Boost open rates with a personalized discount, and include product highlights in your email. If possible, try suggesting items that complement products the customer has already bought.
Throughout this six-part series, we have looked at all the most important automated emails and how you can use them to boost customer engagement at various stages. You can learn more about marketing automation here.