Re-engagement: The Right Approach to Success Kellie Boggs, Marketing Strategist

Agenda for today:

•  Why is list cleaning important?

•  How to determine who is unengaged?

•  Developing an appropriate strategy

•  Next steps for those unengaged contacts

Why should you clean your lists?

•  Unengaged contacts will drag down your metrics:

•  Test Metrics •  Open Rates •  Click Through Rates

•  ISP’S CARE:

•  Engagement Metrics •  Inbox & Bulk Folder Placement

•  It’s a best practice!

The Reasons continue…

•  It’s always a good idea once a year to evaluate your email list

•  ISP’s like to see an increase in response rates, so this will make them happy!

•  At the day end of the day cleaning your list will save you money

•  Overall, you will have a clean list and the good news is this is super easy to do in Bronto!

Step 1: Define Unengaged

Use the Clean Functionality in Bronto

•  Pull all your contacts that haven’t opened the last 50 or more emails into a new list

Step 1: Identify the Non-Openers

•  The option you select should represent 3-6 months worth of messages

Step 2: Define Your Strategy

Step 2: Create a 3-Part Email Series

•  Day 1: Initial re-engagement message

•  Day 5: Strongest offer

•  Day 9: Make up or Break up message

Message #1: Strong offer

•  Make this offer much stronger than the offers your subscribers are

used to seeing from you

•  Use a Call to Action that is straightforward and stands out in the message

•  You want to use subject lines that grab their attention:

•  Our Gift to You •  We Miss You, enjoy 30% off

Re-engagement Message 1 Example

Sense of Urgency

Re-engagement Message 1 Example

Clear CTA

Message #2: Strongest offer

•  This message should include the strongest incentive that you can

offer •  Use a subject line that is attention getting

•  Play up the urgency factor

•  Let your subscribers know how long they have to take advantage of that special incentive

•  Take the time to remind these subscribers the benefits of being on your list and what they will be missing out on

Re-engagement Message 2 Example

Highlights that this is their best

offer!

Re-engagement Message 2 Example

Coupon Code Expiring

Re-engagement Message 2 Example

Offer valid for 1 day!

Message #3: Make up or Break up?!

•  Give your subscribers the option to click on a link to continue to

receive emails from you, or to unsubscribe

•  Be sure to also let them know what will happen if they do not respond (ex: You will no longer receive email from us)

•  Make sure you give these contacts a time frame such as one week to respond

•  Have some fun with the message by using different text, or imagery

to make the message stand out

Re-engagement Message 3 Example

Two Clear CTA’s

Re-engagement Message 3 Example

Two Clear CTA’s

Attention Grabbing Subject

Line

Step 3: Thank You Page

•  Once a contact has clicked on that confirm link point them to a

thank you page on your website

•  If you cannot create this on your site, then optimize the thank you page under Bronto webforms

•  Be sure to thank the subscriber and provide engaging links to get them shopping

•  Consider being playful with your content in a way that makes sense for this group of subscribers.

•  For example your call to action could be: “Check out these new styles you may have missed”

Thank You Page Example

.

Clear CTA to engage shopping!

Welcome Series Example

Message

1 Message

2 Message

3

Optimize Re-engagement Strategy

•  Test subject lines: •  Come back & Save! •  We Miss You! •  We’re sorry its been so long!

•  Test offers:

•  Free Shipping •  % Off

•  $ Amount Off •  Free Gift with Purchase

•  You will want to automate the “best of the best” win-back

messages.

•  Note to self: The more html text the better!

Re-engagement Checklist

q  Isolate inactive contacts using the clean function in Bronto q Create the messages for your re-engagement series

q Create any necessary offer codes

q Determine Testing Strategy

q  Launch campaign q Monitor results

Step 4: Now What?

Get rid of the Non-Responders

•  You need to unsubscribe those subscribers who did not click the

confirmation link •  To do this use the click overlay report in Bronto to identify those

contacts who did not click on the confirm link and then add them to a list

•  Unsubscribe this segment of people by reimporting that list as

“unsubscribes” in Bronto

What are my other options?

•  There is a lot of talk in the industry about “removing inactives” from

your list, so whatever you decide create a plan & go with it! •  Suppress these contacts from your regular sends:

•  Lower sending cadence •  Send around the holidays •  Send hard-hitting deals

•  If choosing to suppress instead of unsubscribe, be sure to watch

and monitor those contacts

What’s Next…

What to do with those engaged contacts?

•  Add them to separate list in Bronto and send to them separately

•  Send to them at a lower cadence

•  Continue to monitor them

•  Be thoughtful with messages that you send to them •  Send to them around the holidays

Increasing Engagement Moving Forward

•  Create a Manage Preference campaign to capture responses and provide segmentation information. This will:

•  allow you to have more targeted information on your subscribers •  make the subscribers feel like you care and they can control their

subscription

•  Consider incentivizing with a contest or coupon for those that

update •  Make sure you have a strong thank you page that provides

directions for collecting the offer/discount

There is more……

•  Send out a survey & ask subscribers what they would like to receive from you, or what they like about your emails

•  Be Creative! Test the use of video in your email

•  Consider changing up your template occasionally

•  Leverage lifecycle marketing to touch base at the right time, with the right people (ex: Birthday Campaign)

•  Test, Test, Test

Manage Preference Example

No incentive

Clear CTA

Survey Example

Clear Expectations

Video Example

Clear CTA & Direct Link to video

Birthday Example

Utilizes an incentive

Takeaways

•  Maintaining a clean, healthy list will benefit your email program in the long run

•  Don’t set it and forget it. Track and report and continue to optimize!

•  At the end of the day you are wasting marketing dollars on these

subscribers, so get rid of the dead weight!

•  You should want your email list to be made of subscribers that want to hear from you, engage with you, and are going to buy from you!

Kellie Boggs @KellieBoggs

Marketing Strategist

Bronto.com/blog