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Approach Disengaged Users 1 Wednesday, August 7, 13

Approach for Disengaged Users

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Page 1: Approach for Disengaged Users

Approach

Disengaged Users

1Wednesday, August 7, 13

Page 2: Approach for Disengaged Users

Overview

• It is evident as an email marketer that you will have recipients on your email list that have never engaged with your emails, or those that have stopped doing so.

• However, not many email marketers are doing anything about their lists disengaged population.

• But there is a reason they have become disengaged, and implementing a re-engagement strategy will only boost your engagement metrics by removing those no longer interested in what you are sending.

PAGEDISENGAGED USERS: OVERVIEW 2

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Page 3: Approach for Disengaged Users

Executing Effective Re-engagement Strategy:

Segment-->Communicate-->Remove

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Page 4: Approach for Disengaged Users

Segment

Determine who your target audience will be for re-engagement strategy.

• Define who your disengaged users are--> ex: subscribers who have not engaged in your emails in the past 6 months.

• This will be your target group for re-engagement.

• Epsilon notes that the average email list has 43.6% 12+ month non-engagers.

PAGEDISENGAGED USERS: SEGMENT 4

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Page 5: Approach for Disengaged Users

Communicate

Examine your past communications with subscribers to gather intel, and make sure no best practices were skipped over.

• Look back --> How did they opt-in? Why did they opt-in? What had they clicked on?

• Make sure you are not SPAM

• Maybe you didn’t introduce yourself properly...

PAGEDISENGAGED USERS: COMMUNICATE 5

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Page 6: Approach for Disengaged Users

Re-engage

Re-ignite interest in your inactive list by sending them a special message.

• Let them know they’re missed and you want them back with a subject line that says just that.

• Include a special offer, invitation or incentive, such as discounts, access to free information, samples or free shipping.

• Be sure to provide a prominent unsubscribe link for the people who really are no longer interested in receiving your communications.

PAGEDISENGAGED USERS: RE-ENGAGE 6

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Page 7: Approach for Disengaged Users

Strategy for Re-engagement

Choose a re-engagement strategy to implement:

• Incentivized win-back strategy --> coupon, discount, special offer

-Ex: remind subscribers of their last open/click and provide a special offer

• Survey/preference control --> let subscribers know you care and that they control their subscription

-Ex: provide opportunity to update email preferences such as frequency of emails, offer alternative ways to connect

• Emotional --> “We’ve missed you!” “Where have you been?” “Let’s catch up!”

•Always test subject lines

PAGEDISENGAGED USERS: STRATEGY 7

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Page 8: Approach for Disengaged Users

Remove

At the end of a reengagement program, there should be two distinct groups--those that reengaged and those that did not.

• Send final newsletter to those who did not re-engage --> “By not performing an action, you will be removed from the list.”

• Eliminate disengaged contacts from your list.

• Practice regular subscriber list maintenance through re-engagement emails and eliminating disengaged.

PAGEDISENGAGED USERS: REMOVE 8

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Page 9: Approach for Disengaged Users

Some Stats...

• Win-back email: Subject: "We miss you - please come back!"

◦Re-engaged 8.33% of CNET’s user base (Inactives were identified as anyone who had not opened or clicked on an email in the last 120 days)

• First list-cleansing email: Subject: "Want to keep getting emails from CNET?"

◦9.24% open rate

◦3.67% click through ◦Re-engaged 6.35% of the inactive user base

• Second list-cleansing email: Subject: "Want to keep getting emails from CNET?"

◦5.36% open rate

◦2.37% click through

◦Re-engaged an additional 2.22% of the inactive user base

PAGEDISENGAGED USERS: STATS 9

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Page 10: Approach for Disengaged Users

Keep List Engaged

To keep engagement metrics up, a healthy engaged subscriber list is necessary, so regularly cleanse your list with a re-engagement process.

• Always follow best practices

• Don’t overwhelm with too many emails

• Send special offers regularly

• Use a survey in a newsletter and promise results in the next email

• Ask why people are unsubscribing to gather feedback

• Provide a convenient change of address link

• Have an annual subscription renewal process

PAGEDISENGAGED USERS: KEEP LIST ENGAGED 10

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