Re-Engagement Examples

At work, we have been working with a customer to get their database scheme flipped from quantity over quality to quality over quantity. To help, we sent them a few examples, best practices in language to be used, choices to be given to customers, and frequency of some email series they could use to get inactive customers re-engaged. A lot of the advice we gave them was based from my experiences and my friends who have blogged extensively on this topic.

  • Offer a catchy subject line/Reach Out With a Special Offer. Free shipping plus save 15% on Easter fun for everybunny… or Last Opportunity To Stay Informed – Direct. Clear. Concise. Created a sense of urgency (”last”). Hook with “stay informed.
  • Simple TXT email without lots of images
  • Personalize it with a high level person/title sending the message, even might use their picture in it to make it feel one to one.
  • Critical information is above the fold: the email continues on with other news, but their call-to-action is what they really want me to see in the preview pane.
  • Give them  3 different ways to sign up
  • Restate your value proposition. This is a simple reminder of what your email program offers.  A concise restatement of what your subscribers can expect reminds them of what you are all about… and what they will miss if they do not confirm their email subscription.
  • Use YES and NO options. There is something about seeing both options that drives more people to respond.
  • Sets expectations around time to fix this problem of it being your last possible issue. “final issue” in bold, “takes just one minute to subscribe”
  • Attempt a Second Contact if first isn’t opened. follow up with an e-mail announcing that their subscriptions will expire soon
  • Send a last email to them if the second wasn’t opened or clicked, but keep it shorter this time.
  • Send farewell. Send a farewell message letting them know their accounts have been suspended, and include a link to reactivate their accounts, should they require updates about your products or services in the future

Here are some winners from MarketingSherpa’s 2008 Email Awards that we also sent them. http://www.marketingsherpa.com/article.php?ident=30374

Here’s what they came up with. I was pretty proud of their work and thought the rest of us could use some examples.

Email #1
Subject Line: Last Opportunity to Stay Informed (Action Required)

Dear [FirstName]:

Our records show that you previously expressed interest in receiving research and Webinar invitations from COMPANY that are specific to your field.  We’d like your permission to continue sending you relevant information via email so that you can stay up-to-date on the latest industry trends.

Please click “YES” below to continue receiving research and trends in [variable content: sales best practices, marketing research and best practices, training research and best practices, best practices for collaborating with employees and partners, support research and best practices, IT help desk support research and best practices, consulting best practices, business productivity and telecommuting research and best practices]. COMPANY subscribers receive exclusive benefits, including the latest research briefs, white papers and invitations to Webinars with thought-leaders and industry analysts.

Please update your communication preference by Friday, [DATE/TIME] or this could be your last chance to receive any future research.  It only takes a second to click one of the choices below.

YES, I would like to stay informed and continue receiving exclusive research from COMPANY.

NO, I no longer wish to receive best practice research, industry trends and how-to information from COMPANY.

Sincerely,
The CEO

————–

Email #2
Subject Line: Your Subscription to COMPANY Industry Research Expires Soon

Dear [FirstName]:

Our records show that you previously expressed interest in receiving industry research and Webinar invitations from COMPANY, but we do not want to bother you with emails you do no wish to receive.

If you wish to be removed, you don’t have to do anything further.  However, if you do want to continue receiving exclusive research from COMPANY, please click the link to let us know:

YES, I would like to stay informed and continue receiving exclusive research from COMPANY.

Sincerely,
The CEO

————–

Email #3
Subject Line: Your Subscription to COMPANY Industry Research Has Expired

Dear [FirstName]:

Thank you for your previous interest in receiving industry research and Webinar invitations from COMPANY.  Your subscription has now expired and you will no longer receive any future emails.

If in the future you would like to receive COMPANY research, please click the link to sign up:

YES, I would like to receive exclusive research and Webinar invitations from COMPANY.

Sincerely,
The CEO

————–

-Dennis
Eloqua

Don’t Just Send, Deliver!

Dennis Dayman

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3 Responses to “Re-Engagement Examples”

  1. BW Marketing & Design
    February 8, 2010 at 12:53 pm #

    Great article and examples. I am working on a email to re-engage inactive email addresses to clean up a clients database. The examples above are short and to the point, they have a strong subject lines and a clear call to action.
    Very Helpful

  2. The Telecommuting Job Site
    January 26, 2011 at 5:00 am #

    I'm impressed. Those are extremely well written, non-invasive emails. As an Internet Marketer I appreciate good sales copy with a strong call to action that doesn't sound pushy. Thank you

  3. Samantha
    February 2, 2011 at 8:12 am #

    "Send a farewell message letting them know their accounts have been suspended, and include a link to reactivate their accounts, should they require updates about your products or services in the future"

    I don't think this is necessary – my view is that you try with a few incentives, and if they continue to ignore then you quietly remove them from your list. There really is no need to say 'fine, we are deleting you.'

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