Everyone has an unsubscribed email list they wish they could activate. But the very premise of an unsubscribed list is that the users on it no longer wish to be contacted by you. So how do you reach them? A targeted opt-in campaign can utilize those unsubscribed email addresses to match to users and show a specific ad designed to opt them back into your list. So while you are using their unsubscribed email addresses to find them, no email is ever sent.
Why go to all this trouble? Something made these users sign up the first time, so it stands to reason that they could be interested in your offering again. A little extra incentive offer can make all the difference here. And of course, there’s the old adage that it costs less to keep a customer than to convert a new one. These unsubscribed email addresses fall somewhere in the middle of the “current customer” and “unknown user” spectrum. But in most cases, they are far closer to customer than not.
In order to convince these unsubscribed users to come back, you’re going to need a few things. You’ll want to understand why they left, and when. If there was a major issue, or they opted out many years ago, it may not be worth adding those unsubscribed email addresses to the campaign. Focus on standard attrition in a reasonable amount of time. Then use your current customer data to determine purchase behavior and craft a compelling offer targeted at your unsubscribed email addresses. After that, we’ll do the rest!
If this all sound great, we can help. Here are a few things you’ll need to get started:
- A list of unsubscribed email addresses
- Data on average purchase behavior for your customers
- Variances to this data for your unsubscribed users
- A compelling offer specifically targeted to unsubscribed users
- An engagement campaign that is ready to retargeted these unsubscribed email addresses as soon as they rejoin