Folks in the jewelry business love the holidays. It’s the single most popular time to pop the question. In fact, they even call it "Engagement Season." So with that in mind, as we transition out of the holidays back into the real world, why not start off with a little RE-engagement? As in re-engaging your list and trimming off the dead weight. If you’re not keeping a close eye on who’s opening, clicking through or ignoring your emails, you could be hurting your statistics and possibly your reputation.
What is a re-engagement campaign?
Simply put, it’s a way for you to identify and reconnect with inactive subscribers while also figuring out which email addresses you can get rid of. The key phrase here is “inactive subscribers". If you have a good number of contacts that regularly open, read, click through and share your emails, DO NOT INCLUDE THEM IN THIS CAMPAIGN.
Your audience for the re-engagement campaign is made up of your stale contacts. It’s the people who have been on your list for a long time and may or may not be paying attention to your emails that you want to talk to here. Your goal is to figure out which ones to keep and which ones to leave behind.
Why you need to do this.
There are many reasons why a re-engagement campaign is helpful or even necessary. If it’s been a while since you reached out to your list you could be putting your site’s reputation or even your email service provider at risk if your emails result in a high bounce rate.
Plus, as your list gets older, you’ll skew your analytics by keeping the inactive folks around. Remember, just having a big list isn’t the goal. The goal is to have a list that is active and productive for you. Just like pruning dead branches off of a rose bush makes the rest stronger, the same is true for your list and your results.
How to create your re-engagement campaign
1) The first thing you need to do is figure out which of your contacts qualify as inactive. You could do this by looking at the last time each of your contacts opened or clicked through an email. If you send only one email per month, then contacts that haven’t opened an email in 3-4 months might be considered inactive. If you send one email per week, then contacts that haven’t engaged for a month or two may be considered inactive. In other words, you’ll need to decide on the criteria, but those are guidelines you can use.
2) Next, you’ll need to create a compelling email to send. Do this by going back and looking at your analytics to see which messages or content or special offers have been the most successful for you over time.
- Do you have an eBook that got you a lot of response? Offer it up again!
- Do you have an hourly consultation rate that you could waive for first time clients? Tell them about how beneficial that free consultation could be for them.
The bottom line here is to go with something that you know has worked in the past. Don’t use this as an opportunity to test out new ideas or new offers. You’ll have no benchmark for its success to measure against.
3) Send your message and check your success metrics. In this case, your success metrics are:
- Bounce Rate – clean out the hard bounces for sure, give the soft bounces another shot
- Complaint Rate – ideally, you should see a spam complaint rate around 0.1% or less on any email you send. Make them your first priority for removal from your list.
- Click and Open Rates – This is subjective from one email to the next but since you’ll be conducting this campaign based on previously successful content, you’ll want to shoot for similar results.
4) Send a follow up message to those remaining on your list that were not among the bounces or spam complaints, but have not completed the action you want them to. Again, you’ll watch your success metrics and further weed out the contacts that don’t meet your criteria.
Start to finish; this campaign shouldn’t take you any longer than 2-4 weeks to complete. If you get going today, you could have a leaner, healthier, more productive list by February that will result in a lot more “Yeses" throughout the year.