Hi, I’m Bianca, Strategy Director at Profusion and today’s email best practice session is all about email re-engagement.
So firstly, what is email re-engagement?
This is a journey created for your inactive email subscribers. Oftentimes, these types of programmes can be neglected as priority is more on acquisition, upsell and win back. However, monitoring engagement within your marketable base is crucial, especially as opt in rates are dwindled from the after effects of GDPR. A common conversion rate nowadays for an email opt in is between 5% to 15%. Whereas before this stat would commonly reflect the opt out rate. While this can be seen as a positive, with many companies reporting higher engagement with their contactable base, as we’ve definitely seen with our clients too, it also means that nurturing and maintaining a healthy contactable base is imperative. It’s the quality that you care about. It’s also a direct line with your customers that’s key in generating marketing ROI. As can be seen from a recent report from the DMA, where email marketing generated £35 for every £1 spent.
So, how do you identify customers who are unengaged?
The more data you can get your hands on to analyse customers, the better. Looking at email engagement within a set window, for example, the past 12 months, and campaigns classified by types of columns is key, alongside engagement metrics, so your open rates, click rates, and dwells; there are a number of other variables you can consider (gender, age, campaign type, the amount of time that you’ve had that email address for and other marketing preferences held). The greater number of variables you have, the richer the insight, although each company may have metrics or information that’s pertinent to them. For instance, location could be crucial if you’re a business which has a high street presence or especialy more so now, if you’ve closed shops during COVID, and potentially reducing the number of stores, in which case purchases on an offline could be key, the list could go on. So whilst it could be quite black and white in terms of understanding your email engagement rules, ie, you’ve not opened an email in the last three months, for instance, where you can get smart is using the data to understand your customers better and use this to inform your engagement strategy.
So if you were to Google to re-engagement email strategy, the chances are you’ll come across a load of emails that look like this, where they’re either asking customers to opt in or acknowledging to the customer that they haven’t opened their emails in a while. This is a typical blanket approach that’s currently used in the market. But this doesn’t mean a one stop shop fits all. You know your customers best, especially if you’ve done the analysis on who they are and the types of comms you’ve sent out. Typically when we conduct this analysis for clients, we find newsletters always perform well. It’s a fail safe type of comms this main aim isn’t to push customers to purchase. It’s full of value added content instead. So it always advise taking a step back and thinking of your email marketing strategy overall.
Once you’ve understood and identified your unengaged audience, this is the group you can be smarter with and even preempt customers who are looking to fall within this unengaged group. You can tailor that unengaged journey based on propensity to buy and trigger emails based on purchase cycles at the right time for them, removing them from BAU comms that are typically sent at a greater frequency so the industry average is usually about three to five times a week. This not only encourages spend, but also puts a brand USPs and experiences ahead of blanket comms.
I hope these thought starters on email re-engagement were helpful. If you’re in need of support with a more tailored approach, feel free to get in touch on email@example.com