In a list of subscribers, there are always a number of inactive contacts. Indeed, once registered, some people will stop opening the communications you send them for X or Y reason. Why, in this case, is it so important to revive them? How to revive this relationship and reactivate the dormant contacts by giving them want to interact again with you? These questions are answered in this article, while giving you some tips to create an effective re-engagement email.

Brief return to the re-engagement email

As we saw in a previous article dealing with emailing and inactive contacts, The re-engagement email consists of reviving subscribers that do not open your messages and / or participate, so reactivate your dormant contacts. Indeed, before deleting these inactive from your list, it is more than judicious to try to recover them by reminding them that you exist, trying to recreate a link, an interaction with them.

Why try to re-engage your contacts?

If people subscribed to your communications, it is that they have a minimum of interest to your brand, even though it was only to take advantage of a special offer. Thus, it is often possible to revive this interest and even to reinforce it by sending a re-engagement email, a little like an individual taking over with another after some time without talking to each other.

It is also good to remember that creating the link and engagement with people already subscribers requires less effort than with perfect unknown.

Finally, the re-engagement email also helps to consolidate the relationship you have with your subscribers, to show that you care about them and their needs, to improve your trademark image and your reputation as sender, to increase your income thanks to subscribers who re-engage.

Our main tips to build an effective re-engagement email

  • Start by identifying inactive subscribers, then segment them according to the number of days passed without their open emails, and depending on the number of unopened emails. For info, a subscriber is considered inactive if he has not opened your emails for one to two months, approximately.
  • Do not hesitate to encourage (subtle) inactive to interact again by offering them for example a particular offer.
  • Try to understand why your subscribers have stopped committing them by questioning them (subscription to a unique offer, change their needs, frequency of excessive shipping, disinterest for the brand or supply, etc.). Show you want to improve by asking for their opinion, their preferences in terms of email (frequency, content preferences, etc.).
  • Customize your re-engagement email.
  • Highlight the advantages, the values ​​of your brand, or even new arrivals, to remind the inactive why they have registered for your communications in the first place.
  • Be brief and concise in the object as in the content, avoid spreading yourself, on pain of quickly losing the attention of the reader.
  • Do not forget to test your emails (a / b testing) to check that everything works perfectly (object, visual, call-to-action, etc.).
  • Always leave your subscribers the option to unsubscribe. This must be perfectly legible and clear. The person will not feel or accurate, or forced, but respected and free of his choices.

retention reactivation

The main re-engagement emails

Instead of sending a single email, plans to leave on a sequence comprising:

  1. A reminder email which, as its name suggests, aims to remind the person that she has subscribed to your communications (values ​​and benefits of the brand, selection of preferences for frequency and the frequency Type of content, etc.).
  2. An offer email that aims to encourage the recipient to act by offering an exclusive offer or discount.
  3. An email expressing regret if the other two do not work. It’s a bit of the last chance email, the one that shows that you regret that your subscriber does not interact with you anymore. He plays on the emotion and must be written with the greatest care in order to let the reader understand that it can very well put an end to your relationship or restart it, by clicking for example on a CTA provided for this purpose.

We know it perfectly, a list of contacts moves over time and these are never acquired. Regarding inactive subscribers , it is sometimes good to part with it in order to maintain your list and keep it as healthy as possible. But before coming to this radical option, the re-engagement email is needed as a flexible and effective solution for reconquering some or a lot of these inactive that may not be so lost.