Re-engagement campaigns are important to keep your contact list clean and up to date with engaged contacts. Continually sending emails to contacts that are not engaged can lead to deliverability problems.
These campaigns are important for every industry and should be executed at least once a year. One Delivra customer, Human Kinetics, hadn’t conducted a contact list clean-up or run a re-engagement campaign in years – and it was starting to impact their performance analytics.
With the help of their Delivra Customer Success Manager, Human Kinetics successfully executed a list clean-up and re-engagement campaign that increased the accuracy of their open rate.
What is a re-engagement campaign?
A re-engagement campaign is an email or series of emails that are sent to your unengaged contacts asking them if they want to stay on your list or unsubscribe. In some instances, businesses will offer customers an incentive to remain on the list.
Why is a re-engagement campaign important?
Email service providers pay attention to how subscribers interact with your emails. If you repeatedly email contacts that do not open or click, ESPs will take notice. This will tarnish your sender reputation and impact your deliverability as a whole. Clean up your list at least once a year to preserve your reputation with receiving servers.
Inactive subscribers can also affect your analytics. Having accurate analytics is key to email marketing – they influence decisions and provide you with a general picture of performance. Disengaged subscribers who regularly receive emails from you are preventing the collection of meaningful and accurate statistics.
How Human Kinetics executed their campaign
During Human Kinetics’ annual account review with their Delivra Customer Success Manager, we recommended setting up a re-engagement campaign.
Their Customer Success Manager had run a segment to determine how many contacts were unengaged and found a long list of contacts that were weighing down their statistics – Human Kinetics hadn’t cleaned up their contact list or run a re-engagement campaign in a few years.
To kick things off, the Human Kinetics marketing team broke down their contact lists into categories and determined which contacts were unengaged, and how many would be funneled into the re-engagement campaign.
Human Kinetics created their re-engagement email series within the automation builder so they could send more than one email and automate the entire process. Within the email series, they also offered an incentive to those that decided to stay on their list.
Before the re-engagement campaign, their open rates averaged around 11%-13%, and after they jumped to 16%-17%. The clickthrough rate also increased by 0.4%.
“Those campaigns have really helped to clean up and maintain the health of our lists.”
—Kim Brown, Senior Marketing Director at Human Kinetics
How to make it happen in Delivra
You're getting less bang for your buck if you don’t identify and remove stale subscribers along the way. Executing regular re-engagement campaigns ensures you’re not wasting precious marketing dollars on dead ends.
Re-engagement campaigns are effective and important for your email marketing strategy. We recommend that all businesses run a re-engagement campaign at least once a year. By using Delivra’s automation builder, they can be set up once and with minimal continued effort.
Need any help setting up a re-engagement campaign? Check out this re-engagement support page or reach out to your dedicated Customer Success Manager.
