How to Master the Email Win- Back Campaign Julia Peavy Sarah Matthews
How to Master the Email Win-Back Campaign
May 08, 2015
Unengaged subscribers can cause deliverability problems and depressed sales. View this webinar to learn the anatomy of a successful email win-back campaign that can actually help you win back your inactive subscribers and help boost your bottom line.
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How to Master the Email Win-
Back Campaign
Julia Peavy Sarah Matthews
Julia Peavy
Director, Response Consulting
Return Path
Today’s Speakers
Sarah Matthews
Email Marketing Consultant
Return Path
Agenda
• Win-back - what is it?
• Why should you care?
• How do you emulate successful competitors?
What is “Win-back”?
“Reactivate”
“Win-back”
Top Retailers
Mailbox Providers
Why Does it Matter?
Subscriber Engagement Data
Who’s Who - How Mailbox Providers
See Your File
Mailing to Inactive Mailboxes
List Health List Health and Spam Traps
Do Win-back emails
work?
Immediate Engagement
Subsequent Engagement
45% of win-back recipients read subsequent messages.
But only 24% had read a win-back email.
When? “The right thing at the wrong
time is the wrong thing.” ― Joshua Harris
Win-back Tactics –
What Works?
Come back vs. We Miss you
% OFF VS. $ OFF
higher reads for dollar discounts
Using Competitive
Data
Frequency and Timing
Subject Line Keywords
“Come Back”
“Receive”
“Restart”
“Rediscover”
“Long”
Content
FREE GIFT | We Miss You! We've missed you. Look inside
for great savings!
Offer
$ vs. %
• See all email campaigns –
including win-back campaigns
- competing for your
subscribers’ attention
• Get real performance data
on these campaigns
• Optimize your own email
program based on what is
resonating with your
subscribers
Real Performance Data with Inbox Insight
• Full Visibility
• Real Performance Metrics
• Actionable Insights
Win-back Campaign
Examples
“It's no secret. We
miss you.”
“Julia Come Back and Take 25% Off!”
“Julia, was it
something we said?”
“Confirm Your Email & Receive 50% Off
(Details Inside!)”
“Open Up”
Win-Back Campaign Tips
• Use a shorter template and subject lines, such as “We miss you,” or “Was it something we said?” to try and capture attention.
• Focus on one clear call-to-action rather than muddling the message with different offers.
• Send more than one win-back email.
• Create a throttling schedule and deploy in smaller quantities to monitor complaints, unsubscribes, and unknown users.
• Don’t remove subscribers immediately after sending a reengagement campaign.
• On-Demand Webinar: What Marketers Need to Know about Email Engagement and ISP Filtering
landing.returnpath.com/email-engagement-webinar
• The Email Marketer’s Guide to Bounce Processing
landing.returnpath.com/email-bounce-processing-whitepaper
Additional Resources
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