Everyone has a list of unsubscribed email addresses. And to most, it’s a useless list that doesn’t provide much value. While it’s true you can’t email that list, there is a lot you can do with data analysis and advertising outside of email. Opt-in advertising allows you to reach them in a different way and get them back on your email list so you can resume emailing. This is what we call a campaign to win back unsubscribers.
A Quick Lesson In Win Back Campaigns
Here’s how it works: first, we hash the data to anonymize the users on your unsubscribed list. Since the hashed data string for a single email address will always be the same, no matter who is hashing it, we can match across the web, without revealing any personal data: it’s simply a match on the hashed, encrypted string. Using that, we pre-ping websites to discover where and when your unsubscribed users are browsing on third-party, ad-serving websites and target them with specific opt-in advertising designed to win them back and resubscribe their email address to your database.
What You Need To Know About Unsubscribers
The hashed data match allows for pinpointed, accurate targeting. You know exactly who you’re looking for, and you only pay for confirmed unsubscribed matches to your list. But do you target your full unsubscriber list? Or a subset? And do you target them all with the same offer? The answers lie in what you know about your overall email list. What are the top purchases for your list, or your average order value? Does this differ for your unsubscribers? Do you know why they unsubscribed, and how recently? All of these data points will help you craft compelling offers that speak to what they liked about you, and perhaps why they left.
How To Message Your Newly Reacquired Subscribers
Once your campaign to win back unsubscribers has successfully netted you new email addresses to fill your email database, you’ve got to get to work on engaging and activating these resubscibers. Now is the time to bring out your best offers and get aggressive with subject lines. You want to quickly get these resubscribed users clicking, and hopefully converting. Be direct and use clear calls to action. Create a sense of urgency and test exclusive language that highlights the need for them to act NOW. You may also want to reference their past purchases or behavior. Just ensure that your data is good and recent enough to resonate. Remember, you want them engaging and interacting immediately to improve your list quality!
If you have a list that could use a refresh to reactivate subscribers and build engagement, we can help. Let’s get started today.