Re Engagement Marketing campaign Magic: How We Improved Our E mail Open Fee by 25%

Re Engagement Campaign Magic: How We Improved Our Email Open Rate by 25%

For those who’ve been within the eCommerce trade for a whilst you’ve in all probability heard that e mail advertising and marketing is without doubt one of the most cost-effective advertising and marketing channels on the market. Some stats say that e mail advertising and marketing has a 36X return-on-investment (ROI).

However regardless of this many eCommerce entrepreneurs neglect their e mail checklist they usually are inclined to go chilly the place your readers overlook who you’re and what you e mail them about.

When you’ve got a chilly e mail checklist, few readers open your emails. E mail service suppliers like Google discover this and ultimately funnel increasingly more emails into spam. This robs your readers the selection to even learn your e mail. That defeats the aim of the channel.

At this time we’re going to discover how one can run a re engagement marketing campaign to your e mail checklist. ✉️

Somewhat than simply speak about how to do that theoretically we’re going to share precise numbers as we heat up the e-mail checklist for eCommerceFuel.

Counterintuitively, by deleting customers who won’t ever open our emails deliverability for the entire checklist will go up and your open fee ought to improve. (trace: it did for us!) 📈

Issues with a Chilly or Unengaged E mail Record

The largest downside with a chilly or unengaged e mail checklist is that it reduces deliverability for the complete checklist. 📉

E mail service suppliers akin to Gmail will see your emails going into spam, and assume that your e mail checklist typically is spammy they usually’ll ship extra emails into spam or junk folder earlier than customers also have a probability to learn them.

The entire level of e mail advertising and marketing is to ship subscribers communications. If these communications are being blocked for showing too spammy your device isn’t doing the one factor it’s designed to do.

The answer is to heat up your e mail checklist after which delete any remaining chilly subscribers. By doing this extra of your emails will really land within the inbox and it is best to improve your open & click on by charges. 📈

Advantages of Working a Re Engagement Marketing campaign

Working a re engagement marketing campaign on a chilly e mail checklist may help you to reconnect with subscribers who’ve develop into disengaged or inactive. After operating the marketing campaign you possibly can delete any remaining chilly subscribers. This can assist your small business in a number of methods:

Enhance E mail Deliverability

In case your e mail checklist has loads of inactive subscribers, your emails usually tend to find yourself in spam folders or be marked as spam by e mail suppliers. Eradicating inactive subscribers can enhance your e mail deliverability.

Bonus: Save Prices

For those who’re paying for an e mail advertising and marketing service based mostly on the variety of subscribers, it is sensible to take away inactive subscribers out of your checklist to scale back prices. A re-engagement marketing campaign may help you to establish which subscribers are now not enthusiastic about your emails, permitting you to take away them out of your checklist.

General, operating a re-engagement marketing campaign in your chilly e mail checklist may help you to enhance e mail deliverability, improve engagement, and save prices.

How We Ran a Re Engagement Marketing campaign for eCommerceFuel

At eCommerceFuel we’ve had an e mail checklist for over 10 years. And we’ve collected loads of e mail addresses, 29,000 subscribers actually.

Sadly, enterprise bought busy and we haven’t performed an incredible job staying engaged with all of our readers. Our open charges had been low and lots of customers haven’t opened an e mail in months and even years. Consequently we determined to run this re engagement marketing campaign.

Measure & Outline the Downside

Step one is to measure and outline the issue. And which means that you must outline what an inactive person means for you and your small business.

For a lot of companies it’s time based mostly or e mail based mostly. Ex:

  • Time based mostly: a person who hasn’t opened any of our emails within the final 6 months
  • E mail based mostly: a person who hasn’t opened any of the final 10 emails

For our functions we outlined an inactive person as “a person who hasn’t opened or clicked any of the final 10 emails.”

For those who’re operating a seasonal enterprise like a Halloween retailer then perhaps that you must be extra beneficiant and alter that to one thing like “a person who hasn’t opened an e mail for the reason that earlier October” to be sure you’re accounting for seasonality.

💡 Relying on what e mail supplier you employ they could have already got a dynamic section for this. If that’s the case it’s very simple to make use of their section for the entire work under.

For eCommerceFuel we had 17,000 subscribers our of 29,000 that had been inactive (58%).

Delete Clearly Dangerous E mail Addresses

You might find yourself eradicating ⅔ of the emails in your checklist on the finish of the marketing campaign. However there’s at all times some apparent work that may be rapidly at the beginning of the method that may make the remainder of this go smoother.

In our case we did two issues. The primary was to delete subscribers that by no means opened or clicked a single e mail ever. These individuals probably wished some kind of obtain and used a faux e mail deal with, or an e mail deal with that they solely use for e mail advertising and marketing functions like this they usually by no means meant to be on our checklist.

For our checklist that was slightly over 1,100 subscribers.

Over 1,000 customers have probably opened no emails

The second factor you are able to do is take away e mail addresses which are now not purposeful. There are companies like Kickbox that may analyze your checklist and decide which emails are deliverable and that are dangerous. You’ll be able to then select to take away these emails.

We didn’t wish to take away the entire dangerous emails. However we did resolve to take away dangerous emails that used disposable (momentary) e mail addresses.

This eliminated 600+ emails from our checklist. That’s the low hanging fruit performed.

We discovered 600+ addresses which bounced or are momentary emails

Create Segments

Now that we’ve picked the low hanging fruit we’ve the exhausting work forward of us. It’s time to create segments in our e mail software program.

For those who’re fortunate your software program will robotically create segments for inactive customers and perhaps additionally extremely energetic customers.

If not, you’ll must manually create these segments. It isn’t an excessive amount of work however do be sure these segments are dynamic. Which means as quickly as a person opens an e mail or clicks a hyperlink they’re moved out of the unengaged section.

Create Schedule of Emails

The majority of the work for a re engagement marketing campaign is writing the emails. These emails ought to be designed for engagement so be sure to persistently ask your viewers for suggestions. Ask for them to answer to your emails. Replying to emails is nearly as good or higher signal to e mail service suppliers like Gmail than clicking hyperlinks in emails 💬

Additionally, be sure you embody at the very least one hyperlink in every e mail in order that they have one thing to click on to mark them as an engaged person.

Listed here are the emails we utilized in our marketing campaign:

  • E mail 1 – Allow them to know the emails can be altering
  • E mail 2 – Your finest content material
  • E mail 3 – Ask us something (get replies)
  • E mail 4 – Bonus topical content material
  • E mail 5 – You may be unsubscribed except you click on

We despatched every e mail 1-2 weeks other than one another which is roughly the brand new cadence we’re utilizing at ECF for emails.

I encourage you to do the identical. Use your new cadence as a place to begin for how briskly it is best to run this re engagement marketing campaign.

E mail 1 – Emails Are Altering

This primary e mail is vital to set expectations. You aren’t going to neglect your e mail subscribers transferring ahead. Inform them how typically you’re going to ship emails and the way the content material could change.

The e-mail can be attractive to open. It isn’t simply one other e mail. It’s an e mail that tells me how issues are altering.

This e mail is perhaps your only e mail on this collection to get individuals again in your checklist. So be sure you have an attractive topic line.

Email #1 in re engagement sequence
E mail #1

E mail 2 – Your Greatest Content material

With E mail 2 you wish to give your viewers the perfect content material you’ve got. For us at eCommerceFuel we simply printed a publish highlighting the highest 5 discussion board threads of 2022.

These are clearly extremely vital to our audience and we determined to incorporate one of many 5 takeaways within the physique of the e-mail.

This additionally ties in with a podcast episode that was just lately launched and it ties right into a financing piece that was launched a couple of weeks prior. So it’s topical and vital to our audience.

Email #2 in re engagement sequence
E mail #2

E mail 3 – Ask Us Something

If customers didn’t click on e mail 1 about how the publication is altering they usually didn’t click on e mail 2 along with your finest content material how else are you able to get them to have interaction?

Ask them for his or her high downside. Open up a dialogue and allow them to reply to you straight. 🙋‍♂️

We acquired 24 emails from our viewers. I processed that info, and their content material concepts will assist us form the subsequent 12 months of content material. I additionally replied to some individuals who requested for one thing that we already launched.

Email #3 in re engagement sequence
E mail #3

E mail 4 – Bonus Content material

Once we initially deliberate this re engagement marketing campaign we didn’t have this e mail. However we added it as a result of we had some well timed info to share that’s extremely related to our viewers.

Every year ECommerceFuel runs an occasion referred to as ECF Dwell the place we deliver collectively 300+ ECF members and we discuss enterprise and go on adventures. For a lot of ECFers that is the spotlight occasion of their 12 months and for some it’s the one convention they attend.

It’s additionally a key promoting level of the membership. So we determined we must always add it to the re engagement marketing campaign. Particularly since this was largely repurposing my Highlights From ECF Dwell publish that I wrote for the weblog.

Email #4 in re engagement sequence
E mail #4

E mail 5 – You Will Be Unsubscribed

We’re on the final e mail. You will have been sending a few of these emails to your entire checklist. However this e mail ought to solely go to that unengaged section.

Inform them you’ll take away them out of your checklist except they click on a hyperlink/button. We made ours a large button.

In your PS it’s a good suggestion to let customers understand how they’ll resubscribe simply in case they missed these emails.

Email #5 in re engagement sequence
E mail #5

Delete Unengaged Subscribers

And eventually we will delete the unengaged subscribers. Within the e mail we specified every week however I at all times like so as to add slightly buffer time so we really waited 2 weeks.

Examine, double test, after which triple test your section. Be sure to’re choosing the unengaged section. And press delete. 🗑️

I’m not going to lie, I stared on the Delete display for at the very least 10 minutes. 😅 I used to be dreading deleting the flawed individuals or realizing I by no means really despatched these re engagement emails in some way.

While you’re deleting this many subscribers you wish to be sure you dotted your i’s, and crossed your t’s. A number of further moments double checking will reassure you.

Outcomes after Warming Up Our Record

Ultimately we deleted 19,000 subscribers. 🗑️

That leaves simply shy of 10,000 people who find themselves very to listen to from us!

Breaking Down Subscriber Numbers

For these of you who’re element oriented you will have seen that we began with 17,000 unengaged customers. How on earth did we find yourself deleting 19,000? Did the re engagement marketing campaign do something?

The reply is sure. The re engagement marketing campaign re-engaged 2,000 customers.

Re-engagement campaign results by email

Nevertheless, the unengaged checklist is dynamic. And in our case it consists of anybody who hasn’t opened the final 10 emails. If a person hasn’t learn the final 8 emails after which we run this re-engagement marketing campaign and ship the entire checklist some emails it’s doable they moved from the engaged group into the unengaged group.

Roughly talking, we began with 17,000 unengaged customers. We re-engaged 2,000 of these customers after which within the course of we found one other 4,000 that we unengaged however didn’t meet the technical definition.

Breaking Down Open Charges

Now that we’ve deleted chilly subscribers we will ship an e mail to the remaining group and examine open charges.

Open Rate after re engaging the list
44% open fee!

That is the primary e mail we despatched after cleansing the checklist and it had an enormous 44% open fee with a 3% click on by fee! 📈🤩

That is incredible! And once you examine it to an e mail we despatched earlier than we began warming up the checklist it appears even higher.

Open Rate before re engaging the list
An e mail marketing campaign earlier than warming up the checklist. A measly 14% open fee.

Remaining Ideas on Re Engagement Campaigns

The re engagement marketing campaign took 8 weeks from begin to end. Nevertheless it didn’t take loads of time to create content material. The truth is, we had been in a position to reuse a ton of content material from the weblog. And on the identical time we had been in a position to share these emails with our entire checklist (together with all of the individuals who usually open and click on our emails).

So we spent a number of weeks writing to our checklist and inspiring them to learn our content material and apply for membership. That’s definitely good business-wise and e mail advertising and marketing sensible we cleaned up the checklist, lowered our prices, and now the entire checklist is loads more healthy. We must always begin seeing a lot better open charges and fewer messages going into spam.

Our e mail advertising and marketing device does what it’s designed to do which is ship e mail into our readers inboxes. So it’s positively a win for us. And we’ll in all probability take a look at cleansing this checklist annually or so now that we’ve the grasp of it.

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Patrick Rauland

Submit by Patrick Rauland

Patrick loves entrepreneurship and teaches eCommerce, advertising and marketing, and WordPress programs at LinkedIn Studying. He is additionally developed each eCommerce and membership software program. When he is not in entrance of a display he loves to color tiny toy miniatures.

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