A typical retailer subscriber base has anywhere between 40-70% inactive subscribers. Continuously mailing to this inactive segment or completely ignoring it could weaken your overall conversion rates and lead to significant deliverability issues. Marketers can effectively combat inactivity and bring back those disengaged customers by implementing reactivation campaigns."
Inactive subscribers are those who have stopped engaging with your emails but have not requested to stop receiving them. There is a number of reasons that causes subscribers to be inactive. Some of the key ones include:
Reactivation programs are email campaigns designed to target inactive subscribers and re-engage them with enticing offers or questions about preference changes like preferred content, mailing frequency, or subscription status. There are a few types of reactivation programs that can be ran based on customer behavior or different levels of activity:
A well-executed reactivation campaign can help you make the most of your subscriber base in a number of different ways:
You should complete the following 3 steps before implementing a reactivation campaign:
Analyze your database - Marketers should get a thorough understanding of their subscriber base and separate the active subscriber segment from the inactive one. Then, marketers should break down the audience based on activity (last opened and/or clicked.) This allows them to determine when to consider an audience segment inactive: are subscribers who haven’t opened or clicked in the last 3 months inactive, or do they become inactive after 12 or 18 months without an open?
Protect Deliverability - Email accounts that have been inactive for a long time are sometimes turned into spam traps (email addresses used by a blacklist to identify spammers or illegitimate mailers) or become invalid. Before sending your reactivation email run a data hygiene scrub that identifies dead or invalid addresses and spam traps. This step helps marketers avoid any deliverability issues when they execute reactivation campaigns.
Create relevant content - Getting creative with your reactivation campaign’s subject line and content will help catch subscribers’ attention. Instead of focusing on a promotional offer, use an unconventional subject line or past purchase behaviors to craft a more compelling content.