Re-engagement campaigns are gold dust - if you know when and how to use them effectively.
Why do I need a re-engagement campaign?
A huge number of emails hit your customers’ inboxes each day. There is so much competition for your list’s attention. It’s inevitable that a percentage of your list will stop engaging with your marketing emails.
As a result of your list becoming unengaged, your sending reputation and email deliverability rates will suffer.
You can address this issue by creating a specific re-engagement campaign which you can target directly to your inactive customers.
Here I’ll show you step by step, how to create your own re engagement campaign, but before I show you the structure of the campaign, you’ll need to find and segment your unengaged contacts.
How do I build a re-engagement campaign?
As a rule, here in Ninja Land we like to segment into three different groups.
- Over one month
- More than three months
- Over six months
You can find these contacts by running an Email Status Search Report, and filtering by the last engagement date as in the image below.
When you have run each search, tag those contacts with an appropriate tag, ie. Engagement - 1 month, Engagement - 3 months etc...this will be required to configure the decision diamond in your campaign.
Now you have your contacts segmented and tagged, you can build your campaign.
Here’s an overview of one of our very own re-engagement campaigns, which I’ll break down step by step:
1. As a best practice, we always like to start our campaigns with a trigger tag. This way, we can tag everyone we want to add to our campaign with that tag, so as soon as that tag is applied to their contact record, they will immediately get put into the campaign.
2. Here’s where the earlier tagging comes into effect. We now use those tags to configure the decision diamond, so you can target each specific group with specific emails, as in the image below. Don’t forget to test your decision diamond logic using the handy testing feature.
Now your contacts will flow through the decision diamond and into the relevant sequence.
4. The next sequences will contain a couple of emails trying to entice your customers back into the habit of opening your emails. These should contain a juicy call to action, which feels like a logical next step for the recipient.
If someone clicks the CTA, then you’ll want to take them out of the campaign, as you won’t want to send them the remaining emails offering it to them, so make sure you put a tag on that link, and use a tag applied goal to pull them out of that sequence, and into the sequence where your CTA will be actioned.
If your contacts don’t click, then it could be they’re just not ready for that particular step yet, and that’s fine. This is where (in our campaign) we then remind them how awesome Kenda’s book, Hack the Buyer Brain is, and offer it at a reduced price.
Use a product purchased goal to pull them out of that sequence to stop them from getting further emails about Hack the Buyer Brain.
Hopefully by now lots of your unengaged contacts have been tempted enough by your offerings, and have taken you up on one or more of your re- engagement offers - good job!
If after four emails, your contacts still haven’t engaged then it’s time to cut them loose. It’s important to have the right leads on your list who are interested in what you offer as a business.
A smaller list with higher engagement is much more beneficial than a large list with low engagement!
Fancy getting some help with your campaign?
We are experts in building well-engineered campaigns in multiple marketing automation platforms. If you are a little unsure about how yours works, or perhaps you aren't clear on tagging and segmenting, we would love to lend a hand.
Maybe you need a bit of support with writing engaging content... It's not always easy to write something that truly captures and converts an audience, but the Ninjas have many years and a variety of experience when it comes to creative copywriting.
If you're interested, all you need to do is hop over to our contact form and let us know what you need help with. We'll soon be in touch to have a chat about the details and how much it will cost, then the decision is up to you! Contact the Ninjas >>>
Our other option, if you are more of a hands-on DIY type of person, is the Marketing Automation Academy. We'll teach you everything you need to know to support your entire customer journey; provide the templates, tutorials and expert feedback. Learn more by clicking the button below: