- By: Ricky Hayes July 9, 2021
10 Essential Tips For Successful Email Re-Engagement Campaigns On Your Ecommerce Store
In an ideal world, every subscriber on your email list should be active and engaged. But sadly, that’s not how things work in the real world. While some subscribers will convert over time, others will go dormant and inactive for an unknown reason.
A Campaign Monitor report reveals that the average email unsubscribe rate is 0.1%. That means you lose a quarter of your email subscribers every year.
Ecommerce email marketing has come a long way in recent years. While creating a permission-based email marketing list is the priority for most marketers, most of them end up having a list full of ‘dead’ email subscribers.
Unlike in the past, when eliminating those inactive subscribers was considered the best way to avoid problems, present-day businesses take on those users by implementing good re-engagement practices.
Why? Because they know that an inactive user was once interested in their offers and that there are high odds of winning them back with the right email marketing strategies.
We have created this post to talk about ecommerce email marketing and the best email marketing for ecommerce practices.
We will also help you create an effective email marketing strategy for ecommerce you can use to re-engage your inactive and unengaged subscribers.
What Is A Re-Engagement Email?
Re-engagement emails are also called re-activation emails or win-back emails. Simply put, a re-engagement email is a marketing email sent out to dormant and inactive subscribers.
As far as the purpose of creating re-engagement emails is concerned, the name says it all – it helps businesses re-engage with those visitors or customers who showed interest in your products and services earlier but stopped interacting with your brand for some unknown reason.
Advantages Of Using Re-Engagement Emails To Re-Engage Buyers
We all know that the cost of acquiring new customers is a lot more than retaining the current ones. Here are a few benefits of using re-engagement emails for your business.
Identifying And Reactivating Lost Subscribers
The biggest benefit of starting an email re-engagement campaign is that it allows you to identify those inactive subscribers who were once active and interested in your offers.
Also, by writing a compelling email copy with an intriguing subject line, you can win back those lost customers and help your email list gain its strength again.
High Sender Score
When subscribers don’t open your emails or mark them spam, it affects your sender score.
What Is A Sender Score?
It is a numeric rating assigned by an email service provider that increases with better engagement and decreases with poor email engagement.
With re-engagement emails, you can improve your sender reputation. As a result, your emails are more likely to land in your customer’s inboxes rather than a spam folder.
Another proven benefit of running re-engagement campaigns is that it enables you to create a customer base for your business that stays loyal to your brand no matter what.
Help You Create Better Future Marketing Campaigns
Ecommerce email marketing allows businesses to keep track of their engaged and inactive subscribers. Doing so will help you identify the strategies contributing more to your conversion funnel. You can also use this valuable information to make your future marketing decisions.
Types Of Inactive Users
Not all inactive subscribers are created equal. That means it doesn’t make sense to treat all alike. The success of your ecommerce email marketing depends on how well you’re identifying and targeting the inactive subscribers on your list.
In this section, we’re going to highlight the most common types of inactive subscribers you might come across while handling your email list.
Dormant subscribers are individuals who were once active but are not recently showing engagement on your campaigns. This group of people has the most potential, and with the best email marketing for ecommerce strategies, you can trigger their interest and win them back.
Subscribers Who have Never Been Active
Next on our list are those subscribers who have never been active on your email campaigns. They’re also called “zombie subscribers’. They add little to no value to your email funnel because most of them didn’t even realize they subscribed to your email list.
While it is not easy to convert these subscribers, you should at least try to trigger their interest and introduce your offers to them.
Inactive Subscribers Who No Longer Shop From You
There is another category of inactive subscribers who showed interest in your products earlier and purchased them but no longer visits or shops from your store now.
The key here is to determine what’s stopping them from buying from your store. You have to carefully examine the purchase history of these customers to identify the loopholes they had in their buying journey earlier.
Based on their past experiences, you can attract them now through lucrative offers, discounts, and incentives.
Subscribers Who Still Shop From You But Are Inactive On Your Campaign
There’s another group of inactive subscribers who no longer engage with your email campaigns yet spend their money on your products
.Obviously, you don’t have to reactivate them, but it is a good idea to send a reminder email asking them whether or not they want to remain part of your email list.
Now that you know what re-engagement emails are and why they’re critical for your business, it is time to see how you can create an effective email marketing strategy for ecommerce that helps you re-engage your inactive subscribers.
How To Start A Successful Email Re-Engagement Campaign?
- Identify your inactive subscribers: The first step to creating an email re-engagement campaign is identifying your inactive subscribers. Create a new list consisting of those subscribers who haven’t participated in your email campaigns recently.
- Attention-grabbing headlines: Your email copy is the heart and soul of your ecommerce email marketing campaign. Create an attention-grabbing headline that persuades your inactive members to open your email and read them till the end.
- Restate your value: When creating your email copy, make sure you restate your value by highlighting what your subscribers may lose when they don’t actively participate in your email campaigns.
- Highlight your offers: Besides restating your value, it is also essential to introduce new value that your brand delivers to your ideal customers.
- Don’t stop with one campaign: Last but not least, never stop with one campaign. Send follow-up emails and stay connected with those inactive subscribers you believe have the potential to convert.
10 Essential Tips For Successful Email Re-Engagement Campaigns On Your Ecommerce Store
1. Segment Your list
Did you know what sets successful re-engagement campaigns apart from the failed ones? They’re more targeted. The key here is to differentiate between warm leads from colder ones. And that’s possible when you segment your subscribers properly.
Lead segmentation is the process that enables marketers to categorize their inactive subscribers based on their interests and demographics.
When you know your customers better, you can create targeted ecommerce email marketing campaigns.
Since we’re talking about re-engagement campaigns, it would be better to segment your list based on the level of engagement each subscriber showed in the stated time.
2. Create Relevant Emails
There’s a difference between re-engagement emails and sales emails. Successful re-engagement emails focus more on providing relevant (read: latest) information to the buyers that captures their interest. On the other hand, the purpose of sales emails is to highlight your intention of making more money from your customers.
The thing is, present-day customers are already overwhelmed with emails. The last thing they want to do is read an email asking them to spend their money on products that sound irrelevant and of no use to them.
So, instead of sending generic emails asking your inactive subscribers to become active again, try to give them a reason to do so.
3. Offer Incentives
As discussed above, modern customers are already spoiled for choices. They receive countless emails daily. So what makes your emails apart from the rest of the competition? It is the value you enclose in your emails for your buyers.
Whether deals, discounts, BOGO deals, or voucher codes, make sure your re-engagement emails include something of great value for your inactive subscribers.
Creating a FOMO effect in your re-engagement emails will show your subscribers what they have missed earlier and why taking timely action can bring them amazing rewards in the future.
4. Personalize, Personalize, And Personalize
Personalization is the key to every successful marketing campaign. Just like you can’t force every diner to have the same food in your restaurant, you can’t send out one email template to everyone on your list.
Every customer is different. Spend your time and resources in creating emails that are personalized and target the preferences and interests of an individual user.
Sure, you have to invest your resources in conducting thorough market research, but the results you’ll get in the end will be truly rewarding.
5. Remind Subscribers Why They Signed Up
You don’t really have to reconsider your USP if you have inactive subscribers in your ecommerce email marketing list.
The thing is, no matter how hard you try, you’ll always have some unengaged subscribers on your list.
So instead of rethinking and adjusting your value proposition, create an email marketing strategy for ecommerce that reminds your subscribers why they have signed up in the first place.
6. Set Up A Smart Automated Schedule
The success of your re-engagement campaigns also depends on your selected timeline.
Ideally, it shouldn’t be too long or too small, meaning you should not wait forever for your inactive subscribers to get back to your campaign.
By launching re-engagement campaigns early will give your brand an edge over your competitors.
There are many email automation tools available in the market to schedule and automate your email process. Make sure you choose one for your business that can help you streamline the entire email marketing process for you.
7. Leverage Facebook Custom Audiences
Did you know you can upload your entire email list on Facebook Ads Editor to create a fully targeted Ad campaign specifically designed for your email subscribers?
With this strategy, you can reach out to those audiences that are active on Facebook but barely engage with your brand on email.
8. Always Follow Up
It is easy for your first re-engagement email to go unnoticed, considering your subscriber’s email inboxes are already full. Make sure you always follow up after sending the first email to get your message across.
There are two ways you can do that – either send a follow-up email that is a part of your previous email sequence or send a few new emails to see what catches the recipient’s attention.
9. Include Action-Driven CTAs
According to Erik Harbison, AWeber’s CEO,
“Isolate subscribers that have not opened your emails, or clicked on links, in the last three to six months. Send them a series of re-engagement emails.
There are a number of tactics you can employ here. You can send out emails that allow them to change their email preferences or that force them to click a link to continue receiving emails. It’s always important to have a call to action in your emails, but for re-engagement emails, it’s especially critical because you want to ensure that you can separate those who are still interested from those who have checked out.”
When it comes to re-engagement emails, it is essential to include call-to-actions (CTAs). CTAS will direct subscribers to the next step and also encourage them to take your desired action.
10. Track The Progress Of Your Re-Engagement Campaigns
Always track the progress of email marketing campaigns to analyze your results. We’d suggest setting email marketing KPIs at the start so that you can compare your results with the set standards to identify flaws in your re-engagement email marketing campaigns.
Each subscriber on your list is precious. Keep re-engaging them because you never know when they turn into your paying clients again. All the best…