The holiday shopping season starts earlier every year. And while it’s not quite in full swing yet, earlybird deals and preview sales are already taking over inboxes. Black Friday and Cyber Monday promise to drive tons of online and in-store traffic. ‘Tis the season to ramp up your efforts and convert those new leads into customers. But it’s also the perfect time to re-engage previous customers with a campaign to win back unsubscribers.
Retarget Unsubscribers With An Opt-In Campaign
Advertising is everywhere this time of year. Online, on television, in the mail and in the inbox. With all this competition, it can be a difficult time to build a brand new list. The time to conversion is typically longer with a new lead than an existing customer. But your existing customer list is only so big, and not every industry supports frequent repeat purchases. Which makes this the perfect time of year to tap into an often overlooked resource: your unsubscribed email list. Previous customers who have opted out along the way can be a lucrative segment to target with a campaign to win back unsubscribers. They already know you and have likely purchased before, so their time to conversion is typically much shorter than a new or unknown user. You just have to overcome whatever caused them to unsubscribe.
However, since they unsubscribed from your list, you can’t exactly email them. That’s where an opt-in campaign to win back unsubscribers comes in. We’ll work with you to develop an opt-in campaign to re-engage these users. Simply provide us with the unsubscribed list you would like to target, and we’ll pre-ping our publisher network to show relevant advertising to only those who appear on your list. We use secure encryption to maintain strict data privacy all the way through, ensuring that you only pay for those you want to resubscribe while also following all data protection laws. It’s a win-win!
Tailor Lead Nurturing Emails to Win Back Unsubscribers
Since these unsubscribed users are already familiar with you, they won’t need as much convincing to resubscribe to your list. Most people unsubscribe for reasons unrelated to you, so a compelling offer or a reminder you’re still here is enough to pique their interest. Then you can let your lead nurturing efforts kick into high gear. This is especially important for someone who has already unsubscribed once before. You need to ensure that your lead nurturing email series starts immediately and delivers on the promise you made in your opt-in advertising campaign. It’s crucial to quickly follow through when you are looking to win back unsubscribers. Sweeten the deal with an exclusive offer, and don’t waste too much time on re-introducing yourself. You’ll likely be able to convert them more quickly with a compelling offer and copy that is quick to get to the point.
Segment Your Customer List To Keep Resubscribed Users Coming Back
Your campaign to win back unsubscribers is running smoothly and your list is growing. It’s time to let lead nurturing take over. But don’t just lump these newly subscribed users in with your larger list. Ensure a speedy and specific follow-up email campaign by segmenting your list and sending exclusive emails to this subset of users. This could be content, an offer or both. Just make sure that you get to the point quickly and deliver on whatever you promised in your campaign creative, and don’t add a lot of exposition. They joined and purchased once before, and now they’ve resubscribed, so they shouldn’t need as much convincing to convert.
Follow these three steps and you’ll be on your way to a reactivated list of previously unsubscribed users, just in time for the holiday shopping season. Ready to get started? We can help.