A winback campaign is a great way to grow your list with highly qualified users. After all, they signed up once; what’s so different the second time around? But a simple resubscribe is not enough. You need to re-engage these former subscribers, and quickly. Because while it’s true they joined your list once, they also opted-out at one point as well. The key is to get them interacting with you as soon as possible in order to combat a decline in list quality. Here are a few quick pointers to get you on the right track to resubscribing and re-engaging unsubscribed users.
Target Through Email Encryption
First, the mechanics of a campaign to win back unsubscribers: you can’t email them, so you need to reach them in another way. To ensure full data privacy and email regulations compliance, we use advertisements on third-party sites targeted specifically to your unsubscribers users through encrypted email matching. A hashed list of your unsubscribers is uploaded to our system, and when a user matches, the corresponding ad is shown. This means you only pay for the verified opt-ins you want, without exposing email addresses to a third-party or sending any email.
Develop Compelling Content
The most successful winback campaigns don’t end with a resubscribe. Whatever their reason for unsubscribing or not opening your emails, you’ve got to hook them back in with offers and information that they actually want. Relevant content isn’t always the same for everyone, so list segmentation and customer tracking plays an important role here. The more you know about your customers and leads, the better positioned you become to provide content that speaks to them and inspires them to take action.
Automate Lead Nurturing Emails
If all this content feels overwhelming, automation can help. Setting triggers can ensure that key emails are delivered at the optimal time, such as immediately upon resubscribing or ad interaction. This initial email is especially crucial as you look to resubscribe and re-engage. Wait too long and you risk losing them all over again. Once that first email is delivered you can segment by interaction, such as email opens, click throughs and site engagement. You can further slice and dice the data based on information in your CRM, including demographic and geographic information. You can also draw commonalities around purchase behavior.
Utilize Double Opt-In
Another way to ensure high engagement on your email list is to employ double opt-in confirmation emails. When a user subscribes or resubscribes, they’ll immediately be sent an email asking them to click to confirm they would like to join (or rejoin) your list. This not only ensures a high list quality, it also can serve as your first automated lead nurturing email and ensures a timely delivery. Once they’ve clicked to confirm their subscription, your lead nurturing strategy kicks in.
Ready to resubscribe or re-engage your past subscribers? We can help you activate your entire email list. Let’s get started today.