Today I will introduce an email subscriber “re-engagement campaign.” If you run an email list you may not be fully aware that only 15 – 35% of people view your emails. If you are getting 5 – 10% of people to click a link to your website, you are doing pretty well.
In this guide I’m going to give you two re-engagement emails that will help people re-engage with your organization.
The following emails are designed to go out to anyone on your email list that has not opened or clicked on an email in the last 30 days.
Once someone clicks on a link in an email in this series they should be considered re-engaged, at which point they should be removed from the series.
NOTE: These emails are VERY personal. They are almost folksy. That is by design. Resist the urge to professionalize them or to change “I” to “We” or anything else that will de-personalize these emails. If your readers are going to stay engaged, they need to know they’re doing business with a person…A SINGLE PERSON…not a nameless, faceless company.
Re-engagement Email 1
This email is intentionally more subtle and doesn’t make a big deal out of the fact that they haven’t opened an email in over 30 days. It also has a little goodwill content in the P.S. to encourage re-engagement.
Subject: Hello… Anyone there?
It’s been a while since you’ve opened or clicked on one of my emails, so I thought I’d check in on you and let you know what you’ve missed in the last 30 days.
Check it out: [Insert bulleted list of most popular blog posts, reports, videos, infographics, etc from the past 30 days]. I know with travel, family and the daily grind of work it’s hard to stay on top of things, but you subscribed to this newsletter because you wanted [insert known benefits and desired end results]
Please forgive me if I give you the occasional “poke” just to make sure I haven’t somehow slipped through the cracks.
Talk soon,
[NAME]
P.S. I know that [XYZ PROBLEM] is something we all struggle with, so as a gift I thought I’d let you in on my favorite [XYZ PROBLEM] resources of all time:
[LINK TO RESOURCE] I hope you find it helpful.
Here’s an Example from Chain Reaction.
Re-engagement Email 2
(Send 2 Days After Previous Mail)
This email is a bit less subtle (note that it references that it has been over 30 days since they opened an email) but still puts the blame on outside forces.
Subject: Is this your best email address?
It’s me again…
Sorry if I’m bugging you, but it’s been over 30 days since you’ve opened or clicked on a link in one of my emails, and I’m starting to think that you’ve moved on.
Then again, according to ReturnPath.com, 30% of people change their email address annually, so there’s a chance we just don’t have your best email address on file.
So since you’re reading this right now, why not take a moment to update your contact info to the best and most current address… the one you actually check every day.
[LINK TO UPDATE CONTACT RECORD PAGE]
By keeping your contact information up to date, you’ll continue to receive all the most current and important information on [INSERT TOPIC] straight to your inbox each and every week.
So don’t miss out!
Reactivate your subscription NOW while it’s fresh on your mind:
[LINK TO UPDATE CONTACT RECORD PAGE]
Talk soon,
[NAME]
P.S. By the way, here’s a list of some of the things you’ve missed in the last 30 days
Do me a favor…click on at least one of these links just to show me you’re alive and that you still want to receive content like this:
[Insert bulleted list of most popular blog posts, reports, videos, infographics, etc from the past 30 days.]
Here’s an Example from jetBlue.
If you need one-on-one help with your email marketing campaigns, I’m only one phone call away.
