Reactivating subscribers who do not respond to your emails should be part of your overall marketing strategy, it should be included in the customer’s life cycle.Unfortunately, people lose interest over time . And although it is possible to reduce the fall in interest, working hard to make the letters fascinating, over time, the subscribers stop reading them. Therefore, get ready for reactivation.
Realize that you are leaving money on the table
At some point, this client wanted to be aware of your news. He gave you an email address and said yes to your letters. He confirmed the subscription, showed interest. However, recently subscribers have not been particularly active, but this does not mean that they are gone forever!
In fact, the inactive part of your base is a valuable asset. Of course, you took a lot of effort to increase the mailing list. And finally losing subscribers would be extremely unpleasant, therefore, it is worth trying to return or reactivate subscribers.The huge advantage is that these customers know you and your brand, which means there is a ready-made foundation for relationships. All you need is to interest them again in your letters. So, do not consider them a dead weight. Before they click on the “Unsubscribe” link, subscribers have potential value.
Your campaign for reactivating inactive subscribers won’t take long. It is necessary to create a new campaign for the segment selected by the condition “date of last discovery / transition”, or “letters are not open / no follow links”, and send them a series of autoresponders in time, which will help to return the former interest.
Any reactivation strategy requires creativity. Below you will find our tips that will no doubt help you with creating creatives and revitalizing the inactive part of your audience.
Ideas for creative reactivation
If you need ideas for packaging letters to launch a reactivation strategy, we are ready to share them! When our colleague Ryan Phelan collected ideas on reactivation in his group on Facebook, he received many answers. Rate the proposed options:
- Where are you?
- You removed us from your friends list.
- Please do not leave!
- Are we still friends?
- Say it is not so!
- Do you play in touchy?
- We missed you …
- The test of silence was fashionable last season …
- I like you. What about you?
- Choose to stay or go.
- Let’s start from the beginning
- We need to talk
- Do you have a minute?
- Where are you going?
- We miss you! Do not let your points burn.
- “Hello [[name]],” said our mailing list editor. “We want you to be with us …”
- See what you could get … since you don’t open our letters!
- Hey, where did you go?
- I need to talk to you …
- Do not let another letter remain unopened!
- Hooray! You’re back!
- Hello again!
- Is it me?
- I miss coming back
- As a warm blanket
- We listen to you carefully.
- Give me a chance!
- Or, if your audience allows it … “We know that we screwed up …”
- Better to be together
- Wait do not leave!
- Open XXXXX again
- Let’s chat again
- Do not leave!
- “Yeah, hello …”
- You always said so
- Hi stranger!
- You have to see THIS! …
- Wait! Do not leave!
- Look what you missed.
- How is it in the kennel?
- Connection check
- [[brand]] will miss you.
- If I could change the alphabet, I would put “T” and “I” next …
Unusual approaches to returning subscribers interest
Many reactivation letters lack creativity. Quite often, the messages are too straightforward, with the theme “we miss you,” and a boring reason to return, with a discount coupon or other incentive, and sometimes without them. We will be honest with ourselves, such letters are often left without attention and do not bring results.
In principle, the boring CAN WORK, and often performs its function. But a small change in your ordinary letters may be enough to kindle past interest. For example, try sending an unusual offer, not the same as usual. Try a completely different, unusual for your subscribers the subject of the letter, or the sender’s address. For example, if you usually offered free shipping on selected products, send a 20% discount coupon. If you are promoting a 10% discount on all products, try a discount in rubles, a free gift, or a limited-time offer to create the necessary sense of urgency.
Give several possibilities in one letter.
You can reactivate subscribers by offering something you never gave: Choice. For example, this reactivation letter from ProFlowers offers three different incentives: a $ 10 discount, a 20% discount or a $ 5 discount, and free chocolates . But everyone loves chocolate!
We combine a choice of several options and reactivation concepts.
Consider combining features and several ideas in one letter. This letter from NotontheHighStreet was sent with the subject “We are already embarrassed … maybe we need to know something about you?” (Hint at preferences), the text also contains “Hello, Stranger”, “Long time no see” and “Time for updates.
So, you CAN select and apply several ideas at once. This letter also contains several return mechanics:
- Stimulus to read letters again (and, of course, to buy)
- Link to personal account for updating preferences. This is a wise tactic to solve the problem of loss of interest due to the lack of relevance of letters, due to the obsolescence of the above preferences, which negatively affects the segmentation
- If the subscriber simply does not want to receive any more mailings, there is a noticeable unsubscribe link.
Need more visual inspiration?
Still not enough inspired to reactivate? See examples on Pinterest (in English).Examples from Andrew King and Nick Litem for beginners. Here you will find dozens of ideas for creativity and borrowing.
Remember that the offer for reactivating subscribers should be different. This is not just a special offer for subscribers or customers who have lost interest to you. Also, make a plan to work with those who subscribed to the trial version of your service or service, but did not become a paid client. They were interested enough to try for free. Remind them of the value of your service, give reason to become a paying customer!
Bonus Tip: Avoid the need for reactivation
In addition to the reactivation strategy, think again about your Email marketing, so that there is no need to reactivate subscribers. By investing time and energy in retaining interest, you will gather a large and very active audience. For this, you need to go through three stages:
- A welcome letter is not enough. Prepare a welcome letter series for quick customer homing. You need to develop a relationship with them at the very beginning of communication, when interest is highest.
- Always offer useful content. It’s very simple – People lose interest in you, because you stop being interesting to them. If you always send the same offers and content, stop immediately. Work to develop and maintain interest.
- Pay close attention to your statistics and always keep up the upward or downward trends in spam complaints and unsubscribing. So, you can always take action and prevent disastrous consequences.
Creating a reactivation strategy for an inactive audience is not nuclear physics. It requires attentiveness to the requirements of your customers, compliance with the overall marketing strategy, a little inspiration for a creative impulse, and the strength and desire to introduce this mechanics into your business. There are many ways to reactivate “sleeping”, but the best of them is to give useful content and valuable suggestions so that they do not have the desire to switch to inactive status.
Your turn! If you have tips or tricks on how to return past subscribers activity, tell us in the comments.