One of the biggest challenges email marketers face is disengagement. Unengaged email subscribers can be more frustrating than unsubscribed users. You can email them, but they won’t open or click. This could be costing you money, and is definitely costing you in quality score and good standing with your Email Service Provider.
A re-engagement campaign is a tempting, but risky, option. After all, they are confirmed subscribers to your email list. What’s the harm in emailing them with an aggressive engagement campaign? In short, a lot. Users who haven’t been engaging with you via email are highly unlikely to start shopping because you emailed more frequently or added “free” to a subject line. In fact, they may even get so fed up that they report you as Spam or completely unsubscribe. Best case? They continue to ignore you and you’re no better off than when you started.
What is email engagement?
Except, you could be worse. You see, many ESPs look at your email open rate and email clickthrough rate to judge the health of your list. Low opens and clicks could signal a low quality list. And sustained low engagement could further hurt overall performance as some ESPs will move your emails to Junk, Spam or other lower priority inbox. That’s when you know it’s time to try something else.
If it’s too risky to email disengaged subscribers, what can you do? A winback campaign targets these users outside of the inbox, so there is no risk to your email engagement. It’s simple, cost effective, and risk-free.
How you do winback email subscribers?
You provide us with a list of disengaged or even unsubscribed users from your email database. We encrypt it and then search for these hashed matches across other websites that users frequent. Once we get a match, we’ll display an opt-in ad designed to get them to resubscribe or re-engage. No email inbox, no risk of further alienation. And the best part? You only pay for the ones who opt-in! It’s a win-win-winback.
Ready to get started on your winback campaign? A free evaluation is just a click away.