In our last tip we discussed about the best practices for crafting the content of a re-engagement campaign. Today we will look at some of the best ways to help you strategise a re-engagement campaign.
The major challenge of re-engagement campaigns is to successfully re-engage inactive or less active contacts. Sounds challenging?
Well, it is a bit but definitely not impossible. Here are some of the best practices you can follow while planning to start your next re-engagement campaign.
The trusted method when it comes to achieving accuracy while sending out content. You need to mark out and segment the group of contacts with whom there has been least interaction over the last 3-6 months. Check the past engagement metrics of your contacts and identify who are the inactive contacts. Your segmentation will determine who should be a part of this campaign.
Email marketing automation like workflow allows you to refrain from aimlessly sending out bulk emails. You can design an appropriate workflow so that your contacts' interaction decides whether to be a part of that series or not. You can send emails to your contacts at regular intervals and not overcrowd their inbox. This will increase the efficiency of your re-engagement campaigns series.
You can include polls and surveys in your campaigns.
This will let you understand if your contacts are dissatisfied with your re-engagement emails.
Include polls in campaigns while designing a workflow. Segment contacts based on the scores assigned to them by you in the poll. Responses from polls and surveys will let you target your contacts for the next set of re-engagement emails even better.
Finally, before you send out the re-engagement campaign you must be sure of the content. Since you are going to interact with your contacts after quite a while, you need to have the best content for them. A discount or free subscription might just be the thing but you need to know which one you should choose. Worry not, A/B testing is the answer, go with the option that resonates better with the contacts.
Hope this tip helps you to plan out your re-engagement campaign.