We’ve all done it – signed up for a mailing list and promptly forgotten we did so, only to be confronted later with emails that we’re not sure we want to be receiving. If you’re guilty of doing this, chances are so are your subscribers.
Sending a re-engagement email is a great way to reintroduce yourself to your recipients, ensure that they’re expecting to hear from you, and if needed, confirm that you have permission to contact them. Email marketing is fundamentally about building and maintaining relationships with your subscribers; to inform, remind and persuade. Setting out with the right attitude is key to building strong, positive relationships with your subscribers, and ultimately encouraging repeat purchases!
A re-engagement email is often used for new subscriptions, particularly if there’s a notable gap between signing up and receiving first contact. This is sometimes referred to as a welcome email. However, other occasions where you might find it appropriate are if:
- You’ve collected email addresses from purchases rather than a specific newsletter sign-up process.
- You’re changing the way you send your emails, for instance design or schedule.
- Your company has recently undergone major structural changes resulting in changes visible to your customers such as branding etc.
The first thing you will need to do is create an email to send them. This should be created in a style that reflects your branding, particularly the location through which they will have initially signed up. When creating your email you should include the following:
The first thing they read:
- Who you are.
- How you got their details (‘You are receiving this email because…’).
- A clear unsubscribe link – if they don’t want to hear from you, emailing them won’t make you any money, no matter how hard you make it for them to unsubscribe.
The main body:
- Why you are contacting them – opting them in to receive content, notifying of changes etc.
- How often you are planning to email the subscribers and the type of content you aim to send e.g. products, news, offers etc.
- Branding – colours, fonts and logos that subscribers will recognise as yours.
- Add a call to action – what do you want readers to do? How do they do it? Why should they bother? For example, click a link or fill in a form to register their interest.
- Stick to your guns – if you’ve told them they will receive monthly offers, make sure this is what you send them.
- Follow up on their response – using our unsubscribe functionality we’ll automatically take care of anyone who unsubscribes, so you don’t contact them again by mistake.
Ways the subscriber can respond:
The opt-in form
The ‘Yes/No’ link click
If you don’t want your subscribers to have to re-submit their details on a form, you also have the option to use campaign links, tracking which option your subscriber chooses. For example, you may wish to have a ‘Yes, please keep me on your mailing list’ link which takes them to a thanks confirmation page, and a ‘No, I do not wish to hear from you’ link which can link to the unsubscribe page. You can then monitor the links clicked in Analyse for those who clicked ‘Yes…’ and create a new list from this. This will then form your new, neat and tidy, opt-in data.
This email will help to maximise your subscribers’ awareness of your brand. This should help start the relationship with your recipients on the right foot, paving the way for a high level of engagement and brand loyalty. It can even help you to filter out those who are no longer active or relevant as prospects for your company. This means that you avoid paying to contact people who are not going to bring any return. For more information on best practices for capturing new data, take a look at these previous blog posts on the hows and whys of permission marketing.