Jan 13, 2015
Re-engagement: The Right Approach to Success Kellie Boggs, Marketing Strategist
Agenda for today:
• Why is list cleaning important?
• How to determine who is unengaged?
• Developing an appropriate strategy
• Next steps for those unengaged contacts
Why should you clean your lists?
• Unengaged contacts will drag down your metrics:
• Test Metrics • Open Rates • Click Through Rates
• ISP’S CARE:
• Engagement Metrics • Inbox & Bulk Folder Placement
• It’s a best practice!
The Reasons continue…
• It’s always a good idea once a year to evaluate your email list
• ISP’s like to see an increase in response rates, so this will make them happy!
• At the day end of the day cleaning your list will save you money
• Overall, you will have a clean list and the good news is this is super easy to do in Bronto!
Step 1: Define Unengaged
Use the Clean Functionality in Bronto
• Pull all your contacts that haven’t opened the last 50 or more emails into a new list
Step 1: Identify the Non-Openers
• The option you select should represent 3-6 months worth of messages
Step 2: Define Your Strategy
Step 2: Create a 3-Part Email Series
• Day 1: Initial re-engagement message
• Day 5: Strongest offer
• Day 9: Make up or Break up message
Message #1: Strong offer
• Make this offer much stronger than the offers your subscribers are
used to seeing from you
• Use a Call to Action that is straightforward and stands out in the message
• You want to use subject lines that grab their attention:
• Our Gift to You • We Miss You, enjoy 30% off
Re-engagement Message 1 Example
Sense of Urgency
Re-engagement Message 1 Example
Clear CTA
Message #2: Strongest offer
• This message should include the strongest incentive that you can
offer • Use a subject line that is attention getting
• Play up the urgency factor
• Let your subscribers know how long they have to take advantage of that special incentive
• Take the time to remind these subscribers the benefits of being on your list and what they will be missing out on
Re-engagement Message 2 Example
Highlights that this is their best
offer!
Re-engagement Message 2 Example
Coupon Code Expiring
Re-engagement Message 2 Example
Offer valid for 1 day!
Message #3: Make up or Break up?!
• Give your subscribers the option to click on a link to continue to
receive emails from you, or to unsubscribe
• Be sure to also let them know what will happen if they do not respond (ex: You will no longer receive email from us)
• Make sure you give these contacts a time frame such as one week to respond
• Have some fun with the message by using different text, or imagery
to make the message stand out
Re-engagement Message 3 Example
Two Clear CTA’s
Re-engagement Message 3 Example
Two Clear CTA’s
Attention Grabbing Subject
Line
Step 3: Thank You Page
• Once a contact has clicked on that confirm link point them to a
thank you page on your website
• If you cannot create this on your site, then optimize the thank you page under Bronto webforms
• Be sure to thank the subscriber and provide engaging links to get them shopping
• Consider being playful with your content in a way that makes sense for this group of subscribers.
• For example your call to action could be: “Check out these new styles you may have missed”
Thank You Page Example
.
Clear CTA to engage shopping!
Welcome Series Example
Message
1 Message
2 Message
3
Optimize Re-engagement Strategy
• Test subject lines: • Come back & Save! • We Miss You! • We’re sorry its been so long!
• Test offers:
• Free Shipping • % Off
• $ Amount Off • Free Gift with Purchase
• You will want to automate the “best of the best” win-back
messages.
• Note to self: The more html text the better!
Re-engagement Checklist
q Isolate inactive contacts using the clean function in Bronto q Create the messages for your re-engagement series
q Create any necessary offer codes
q Determine Testing Strategy
q Launch campaign q Monitor results
Step 4: Now What?
Get rid of the Non-Responders
• You need to unsubscribe those subscribers who did not click the
confirmation link • To do this use the click overlay report in Bronto to identify those
contacts who did not click on the confirm link and then add them to a list
• Unsubscribe this segment of people by reimporting that list as
“unsubscribes” in Bronto
What are my other options?
• There is a lot of talk in the industry about “removing inactives” from
your list, so whatever you decide create a plan & go with it! • Suppress these contacts from your regular sends:
• Lower sending cadence • Send around the holidays • Send hard-hitting deals
• If choosing to suppress instead of unsubscribe, be sure to watch
and monitor those contacts
What’s Next…
What to do with those engaged contacts?
• Add them to separate list in Bronto and send to them separately
• Send to them at a lower cadence
• Continue to monitor them
• Be thoughtful with messages that you send to them • Send to them around the holidays
Increasing Engagement Moving Forward
• Create a Manage Preference campaign to capture responses and provide segmentation information. This will:
• allow you to have more targeted information on your subscribers • make the subscribers feel like you care and they can control their
subscription
• Consider incentivizing with a contest or coupon for those that
update • Make sure you have a strong thank you page that provides
directions for collecting the offer/discount
There is more……
• Send out a survey & ask subscribers what they would like to receive from you, or what they like about your emails
• Be Creative! Test the use of video in your email
• Consider changing up your template occasionally
• Leverage lifecycle marketing to touch base at the right time, with the right people (ex: Birthday Campaign)
• Test, Test, Test
Manage Preference Example
No incentive
Clear CTA
Survey Example
Clear Expectations
Video Example
Clear CTA & Direct Link to video
Birthday Example
Utilizes an incentive
Takeaways
• Maintaining a clean, healthy list will benefit your email program in the long run
• Don’t set it and forget it. Track and report and continue to optimize!
• At the end of the day you are wasting marketing dollars on these
subscribers, so get rid of the dead weight!
• You should want your email list to be made of subscribers that want to hear from you, engage with you, and are going to buy from you!
Kellie Boggs @KellieBoggs
Marketing Strategist
Bronto.com/blog