Every email marketing manager has dealt with a campaign or two that just didn’t deliver like you planned. Could be that subject line wasn’t as catchy as you thought. Could be a busy day in a lot of inboxes. The bottom line is, lower than expected performance happens occasionally for a number of reasons. And many of them are likely out of your hands. But if you are seeing sustained low engagement or steadily declining performance, it’s time to act.
The natural first reaction is to send MORE email, with BETTER! CATCHIER! SUBJECT LINES that grab a user’s attention. However, this could do more harm than good. Many email service providers look at the longterm engagement rate of your email campaigns to determine the overall health of your list. One week’s low open rate is not a big deal. Months of low engagement signals a problem. So that last ditch email to your whole list, with the best ever offer, may simply continue your low engagement trend and count against you, despite your best efforts.
A better move is to segment out the inactive users on your list who have not engaged with your emails lately, but haven’t unsubscribed, either. While you shouldn’t email that list (not yet, anyway) what you can do is work with us to run a remarketing campaign outside the inbox. We can take your list, encrypt it, and then look for matches securely across the internet. Using the campaign creative we develop with you, we will retarget those specific “unengaged” users on your email list to reactivate and revitalize your email list.
This quick tip can help you turn around email engagement, without doing more potential harm to your email engagement rate. You can continue emailing your core email database of engaged users while we run the remarketing campaign. Then, once the campaign has concluded you can safely reintroduce the users we reached. The best part? You only pay for confirmed matches!
Ready to invest in the health of your email database? Get started with a free evaluation today.