How retargeting previous email subscribers could mean major savings.
If you’ve got an unsubscriber list, you’ve got a great way to lower your cost per lead. The old adage that “it costs less to keep a customer than find a new one” applies here. A previous email subscriber who opted out of your list is already familiar with you, and has joined your email database before. Except in a few extreme cases, they are much more likely to recognize your name and resubscribe than a brand new sign-up would be. That’s where a campaign to winback unsubscribers and get them to rejoin your list comes in. Which means more leads for less money and a lower CPL. Here’s how it works:
Identify and Analyze Your List of Email Unsubscribers
Look at your list of unsubscribed email addresses. How big is the list? How far back does it go? And what do you know about these unsubscribers, including why they opted out and what their engagement or purchase history was before they unsubscribed?
Answering these questions will help determine how many campaigns to run, as well as what the primary message should be and what kind of lead nurturing is required as follow-up. A fairly recent unsubscriber with no complaints is an easy candidate for a simple campaign to winback unsubscribers with a fairly standard offer. But an unsubscriber who hasn’t visited or purchased in a long time may need a harder sell. The size, age and health of your list will determine how many winback campaigns you’ll need to run.
Retarget and Resubscribe Previous Email Subscribers
Once your list is in place, it’s time to launch a campaign to winback unsubscribers and lower your cost per lead. Depending on the size and makeup of your list you may have more than one campaign running, but the general idea is the same.
An approved partner, like Opt-Intelligence, takes an encrypted version of your unsubscriber list and uses it to look for hashed matches across the web. So while the publisher never see the actual email address of the unsubscriber, the hashed email will match the hashed version on their site when that user signs in or signs up for something else. This allows you to safely retarget previous subscribers on the websites they already know and love, without worrying about violating any data privacy or SPAM regulations. The best part? You only pay for the users who actually opt-in and rejoin your email list.
Develop Specific Lead Nurturing Campaigns for Resubscribers
They’re back! Now what are you going to say to them? A campaign to winback unsubscribers is only as good as the follow-up that keeps them on your email list this time around. Email them within 24 hours of resubscribing, or automate your initial lead nurturing email if at all possible. Email engagement is critical in the early stages, so make sure you deliver on your promised offer and optimize your subject lines to maximize open rate. You’ve successfully resubscribed these users to your list—now it’s time to convert them into customers again.
Compare these resubscribed email addresses to your new subscribers and we’re confident you’ll find a higher quality of lead at a lower cost per lead. Ready to see for yourself? Get started with a free evaluation today.
