Run a reactivation campaign

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Turn inactive leads into active ones, and keep a clean email list for better deliverability.


In your email platform, create a segment where the criteria equals: Has opened or clicked an email in the last 6 months OR has purchased in the last year AND has not opened email in the last 2 months.

This will create a segment of users to target for reactivation. Expand or reduce the scope of the reactivation segment by adjusting the criteria to your needs. For example, you may decide you’d like to target a larger segment and use the criteria; has clicked or opened in the last year OR purchased AND has not opened an email in the last 3 months. The broader your criteria, the more unengaged the segment will be.

Open your email campaign editor and create a new email template. Your email will have 3 parts: header section, body section with why a user should reactivate, and a call to action.

  • Your header section can either be a hero image or just a title. Write some variation on We want you back, please revisit us. Ideally, highlight a reason they should click and return to your site, like WE MISS YOU, COME BACK FOR 20% OFF YOUR NEXT ORDER, or WE MISS YOU, COME BACK AND GET THIS FREE PIECE OF CONTENT.
  • Write a body section that concisely outlines why they should re-engage or reactivate. Give them a good reason to come back. A discount or voucher is a good way to entice users; however, you should also outline any new exciting features, products, or updates.
  • Write a call to action that includes some kind of pressure like time, scarcity, or stock levels. For example, COME BACK TO US AND GET 20% OFF FOR THE NEXT 48 HOURS.

Write a subject line that includes some level of personalization, for example, first name or company name for B2B segments.

Examples of good reactivation subject lines to consider:

  • [FIRSTNAME] come back to us and get 20% off your next order
  • Let’s be friends again [FIRSTNAME]! Free gift inside
  • We’ve made some BIG changes. Check them out
  • Where have you been [FIRSTNAME]?
  • You’ve been missing out in a big way! Come back and get 20% off

Create an A/B split test and test 3 to 5 different subject lines. A reactivation campaign by its very nature is targeting unengaged users, so you need to optimize your subject line as much as possible.

Create a followup or reminder email to be sent 48 hours after the first email. Reiterate any discount or offer from the first email, but with an added time pressure like Your 20% discount expires today.

Your subject line should reflect the urgency of the offer, for example, Your voucher expires at midnight. Remove all users who have used their discount, offer, or downloaded their content from the list.

Once both emails have been sent, pull a list of non-openers and remove these contacts from your database.

The likelihood is they will not re-engage, and will only serve to drag down your open rates and deliverability. Send those users a last email, telling them on which date their subscription will expire, and include a CTA link where they can re-subscribe if they want to start receiving newsletters again.