A reactivation email is sent to a subscriber who hasn't interacted with your brand or read emails from you for at least 3 months. This is a kind of a triggered email since it's predefined by subscribers' actions.
Email addresses of passive subscribers exist on any mailing list. User engagement is the highest right after the subscription as they've just discovered a new brand and are still interested in its features.
As time passes, user engagement is getting lower due to several reasons: subscribers are not satisfied with email frequency, promotional emails annoy them, clients have already solved their problems. A reactivation email helps both awaken these users and improve your marketing efforts.
Reactivation email benefits
1. Maintain mailing list quality
Passive users have a negative impact on your business due to several reasons:
- Harm IP-address reputation. IP-address reputation depends on the way the recipients interact with your emails: whether they open your emails, follow the links, make purchases. If a subscriber doesn’t read emails, email providers will consider your campaigns as irrelevant. Thus, IP-address reputation suffers.
- Come at a high cost. Email campaign prices depend on the number of subscribers you have. If your mailing list contains inactive addresses, you spend money in vain. Let your list include fewer addresses, but their owners will be interested and engaged, and you will reduce costs.
2. Yield additional conversions and ROI
Every brand has its own meaning of a reactivated user. If your goal is to inform a subscriber about recent news, and they read your email — congrats, they are reactivated. If you send an email with a discount and a subscriber makes a purchase — congrats again.
A large discount in a reactivation email encourages a passive user to become your client.
How many reactivation emails should one send?
Send an email flow that includes 3 emails to reactivate your client base. This approach helps remove old and inactive email addresses at once, apply drip email marketing strategy to gradually remind about your brand, and segment subscribers to send relevant offers. If three emails haven't worked, remove these email addresses from your mailing list.
How to send reactivation emails in SendPulse?
Create triggered email campaigns with the help of Automation 360.
Send automated emails triggered by events, use filters and conditions to segment subscribers according to different criteria and send campaigns based on their actions. Track conversions and correct your strategy.
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