Customers do lose interest in every aspect of life, and this includes your brand. Having said that, you can rekindle that interest.
For your brand’s success, it’s in your best interests to try to re-engage your audience to reduce the inactive segment.
Here are 5 reasons why.
1. To Improve Your Reputation
Sending graymail is a big marketing no-no, because Internet Service Providers (ISPs) are becoming smarter and they can pick up on how subscribers are engaging with your emails. They have become better at categorizing emails.
For example, if a subscriber to your newsletter opens one, and then doesn’t open the next fifteen, ISPs will view your emails as graymail. Automatically, your emails will be funneled into the Promotional, Junk, or Spam folder. And if you continue to send emails to contacts who don’t open your emails, it’ll reduce your engagement rates and damage your sender score reputation.
So launching a re-engagement campaign is crucial because it helps you engage and make disengaged subscribers receptive.
2. To Increase Deliverability
Re-engagement is a good way of keeping a healthy list. Keeping email addresses in your list “just because” can negatively impact your deliverability because ISPs see you sending emails frequently to people who never open them. And consequently, ISPs will funnel your emails to the Spam folder. This will affect your ability to deliver your messages to people who want to hear from you, and you could even be blocked. Ouch!
It’s better to focus your effort, money, and time on a quality audience than a quantity one. Launching a re-engagement campaign will weed out the disinterested audience and bring the interested subscribers back on board, helping you maintain a quality list.
3. It’s Cost-Effective
It’s easier and cheaper to keep existing customers than to gain new ones. Also, it’s easier for a company to do business with someone they’ve already done business with.
It’s easier for you because the customer is already receptive. If you offer a great customer experience, it’s easier for them to say “Yes.” And because you’ve made a few interactions with them in terms of sales, these customers are already warm leads.
Re-engagement campaigns will also improve your ROI, since every email you send costs you money. A re-engagement campaign makes sure you don’t send emails to subscribers who aren’t interested in hearing from you.
4. Gives a Better Understanding of Why Subscribers Disengage
Carrying out re-engagement campaigns frequently forces you to focus on subscriber life cycles. When do your subscribers disengage? Is it after one email, three emails, or six emails? Knowing trends among your inactive audience will help you discover why those trends are occurring.
5. Gives an Accurate View of Your Contacts
There is a reason active subscribers are active. There’s something in the content you’re delivering that resonates with them and keeps them coming back.
A re-engagement campaign will help you focus on the active subscribers and how they’re interacting with your brand. Also, you’ll get a better understanding of who they are and their needs.
Branding is important for small business owners as well as large ones. If you have a limited budget, smart branding is perhaps the most inexpensive business tool you can create. To learn more about how to make you and your business stand out, download my free checklist, Branding For Small Businesses