How to Create a Re-Engagement Email Marketing Strategy – Business.com

No company retains all its customers, but through an email marketing platform, you can determine which of your formerly active customers could use a gentle nudge. A re-engagement strategy allows you to send this customer demographic re-engagement emails and evaluate whether your re-engagement efforts are working.

What is a re-engagement email?

A re-engagement email is a mass email delivered to your list’s least-active subscribers. Unlike typical communications in email marketing campaigns, a re-engagement email acknowledges the recipient’s reduced recent engagement. It also incentivizes the recipient to re-engage with your company, hence the title “re-engagement email.” A re-engagement email may be your company’s last resort to reach inactive subscribers.

What are the benefits of using email to re-engage customers?

The benefits of using email to re-engage your subscribers include:

• Reactivating inactive subscribers: Re-engagement campaigns seek to reconnect inactive subscribers with your brand. A compelling email subject line that incentivizes subscribers to click, coupled with further incentives in the email itself, can reactivate customers you thought were entirely lost.
• Identifying lost subscribers: Re-engagement campaigns rarely activate all inactive customers, but they do consolidate your active subscriber base. These campaigns help you identify lost subscribers, and with emails going solely to active subscribers, your analytics – open rates, click rates and more – are higher than when inactive subscribers are included with the list.
• Smarter marketing decisions: By consolidating the number of active subscribers you have, you can gain a clearer picture of how well your company’s marketing efforts are working. As such, re-engagement emails may
  Source…