It is a well-established fact in the world of email marketing that your email database gradually dies over time. As a matter of fact, around 25% of your email list will expire annually as recipients switch jobs, email service provider, or unsubscribe from your emails.
As your list denigrates, it is vital to not only keep your list squeaky clean but also make sure that you do not get rid of active recipients during the process. To ensure both, here’s one simple solution: re-engagement campaign.
A re-engagement campaign is one of the most efficient ways of getting in touch with inactive subscribers, while at the same identifying which email addresses in your email database need to be cast off. A re-engagement campaign only includes stale email addresses, i.e. recipients who have been in your email database for a long time or those who may not be opening, reading or clicking your emails. The chief objective of such campaign is to spot out which segment of your list needs to be retained, and which needs to be removed.
Below are three mains reasons why re-engagement campaign is a must for every business owner or a marketer:
Budget-Conscious: As your list keeps getting older, you’ll realize that you’re receiving lesser clicks from email addresses, especially if you don’t clean out stale contact on necessary stages. To make sure that your marketing budget doesn’t die out due to excessive space taken by dead email addresses, a re-engagement campaign is a must.
Healthy Domain Reputation: Here’s what happen when you keep on sending emails to recipients who do not open, read or click your emails – your domain reputation deteriorates. To maintain a healthy domain reputation, you can either switch to a decent email provider such as FrescoData and receive a good email database or simply take advantage of their services such as data enhancement and validation.
Below are five simple steps to execute a successful re-engagement email campaign:
Give a certain age to email addresses in your email database. You can sort this out by the date when a certain contact became your subscriber, or your last interaction date, or any other indicator which seems feasible according to your needs.
Set a certain amount of time before your contacts are deemed as unengaged. Most businesses out there follow the 3 months to 6 months model before a certain contact becomes unengaged.
If you’re still encountering challenges executing a re-engagement campaign, seek out professional help from experts who can help you determine whether you need some data validation and enhancement or a new list.
Learn how FrescoData’s Expert Consulting can be used for your next email marketing campaigns.