Re-engagement Emails – A Few Fundamentals

As B2B marketers, we connect with our customers and push them into our sales funnels. They buy and enjoy our products and services. But what next? Could they possibly want to engage with our brands again?

Of course, B2B marketing pros do not want to give up on the once engaged contracts who might be reinterested, nor do they want to lose the touch with those partners, colleagues, and subscribers who enjoyed consuming their content. These people might need a little reminder that the brands are still committed to helping them scratch their pain point itch.

As per research, B2B database decays at the rate of 2.1% per year on an average. Some reasons for this decay are out of our control, but B2B marketers can work to reduce it for sure.

So, what is required?

• Winning back the readership.
• Reigniting stale relationships with former leads.
• Cleaning the cobwebs and making way for new customers.

The simple solution is to launch a re-engagement email. But what are these?

Re-engagement emails offer you an opportunity to be back in the game, remind your inactive users, reinforce your brand’s value proposition, and insist they pay attention to your brand again.

Honestly, there isn’t any standard way of sending out re-engagement emails. You could try reaching out to your audience via social media, creating a series of direct mails, and so on. Here, marketers need to be creative and come forth with out-of-the box ideas.

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Want to learn tips to create re-engagement emails? Here are some fundamentals:

1. Define when your subscribers are unengaged and create segments

Before you create your re-engagement email, you need to define your audience and segment them so that you send these emails to unengaged customers.

That brings up a question: How do you define an unengaged subscriber?

Well, there is no standard answer here, but experts recommend using a period of two or three months to define an unengaged customer.

2. Re-engagement emails should be sent in a sequence.

Re-engagement emails work when they are sent in a sequence against a standalone email. Marketing experts recommend sending at least 3 to 4 emails as a part of the sequence but you can adjust the number according to your requirements.

3. Offer an incentive

Planning to appeal with the help of discounts? This is the opportunity. Tell your subscribers about the upcoming offers your brand is ready to give. These incentives are sure to bring your customers back.

4. Reinforce your value

If someone has subscribed to your products in the first place, they have at least some interest in your brand. In this case, a re-engagement email is a good point to reinforce those values and convince them to buy from you again.

5. Provide an opt-out option

While you aim to bring your customers back, you must also give them the option to opt-out if they are no more interested in your products. This way you can at least gain a soft corner for yourself in the users’ hearts.

That said, here we walk you through the top re-engagement email examples to inspire you:

1. Lowe’s

The brand sent re-engagement emails to draw the attention of their unengaged customers to their products again. They could tactfully highlight how more than 5 million members are using their services.

2. Animoto

This brand started its email with a question – Do you still want to hear from us?

The brand focused on allowing its subscribers to update their email preferences with the help of a CTA button directing them to the preference center.

3. Birchbox

Re-engagement emails must evoke emotional responses and this brand nailed it by using their emotional instinct. Through its re-engagement emails, the brand offered two interesting options to reward customers uniquely.

4. FrameBridge

FrameBridge is a start-up in the custom framing industry. They started their re-engagement email with the subject line: Is this the end? They kept a conversational tone to evoke the instinct of the users. While the emails are quite simple, they are impactful at the same time.

The email also has a bit orange visible CTA button at the bottom of the email to help drive the reader to act.

Final Word

Inactive subscribers or users are a fact of life. You cannot deny the fact, but handle it to create a difference. This situation is an opportunity to try new content and innovative approaches to see how you can bring your old customers back.

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