As part of any good email strategy, acquiring, retaining, and reactivating customers are all components of a solid email plan. Acquiring new customers will always be a goal, but it is essential to focus on retention. 65% of a company's business comes from existing customers A 5% increase in customer retention can increase profits by 25-95%The cost associated with acquiring new customers can range from 4 to 7 times more than the cost of retaining customersThe average business loses about 20% of its customers each year by not dealing with customer relationships. The average business loses about 20% of its customers each year by not dealing with customer relationships. (Sources: Kissmetrics, Bain & Company)While many marketers focus more on acquisition and retention, email winback or reactivation campaigns are just as crucial. We all know how valuable loyal customers are, so focusing on inactive customers and getting them to re-engage can be a gold mine. Some level of churn is inevitable. Even Amazon, with its 90% retention rate and 100 million customers, is losing about 10 million subscribers a year. Why consumers become inactive Poor or impersonal customer experience Your emails may be sent to their spam inboxLack of attractive offers/promotions Their email address and contact details have changed Customers will naturally decrease by about 22.5% each year. (HubSpot)With this inevitable loss of customers, it's important for brands not to wait to set up their reactivation campaigns. In fact, reactivation should be an ongoing tactic of any email marketing strategy. Engage people early and smartly Engagement strategies should focus on early engagement and strong winback.
Committed consumers: Over 50% of consumers who engage with a brand's email will do so within the first seven (7) days Consumers who engage, regardless of time, deliver the same value to the marketerTherefore, marketers need to ensure: To contact consumers on the day of listing The first message must be RTM and include an open pixel More importantly, give consumers what they asked forUnengaged consumers: Consumers who opt out are quickly lost forever, so:Marketers should carefully consider the timing of the first winback campaign A month of inactivity can be a crucial point, especially since beyond that point, only 11% of consumers will re-engage Most importantly, consider a multi-level winback campaign Offers that increase in value Repeated while the consumer email list consumer is still relatively young on the listAvoid the all-or-nothing approach Most organizations are challenged to keep their email data addressable and productive. Among those who do not engage, common challenges include:15% – Unsubscribe 30-40% - no customer engagement with email in the past year30% – Data-related issues such as hard bounces or split records rendered email addresses unverifiable or undeployable15-25% – No email address Reactivation of emails Reactivation email When done right, re-engagement emails can dramatically increase subscriber rates. In fact, 80% of retail professionals indicate that email marketing is their number one driver of customer retention. (eMarketer) In addition:For every $1 you spend on email marketing, you can expect an average return of $38. (ANA/DMA)Consumers who buy products via email spend 138% more than those who don't receive offers via email. (Convince & Convert)V12 Partnership for Success Assist with strategy to establish re-activation program and individual campaigns to re-engage customers who cannot be emailed at present. Provides a closed-loop data process that will ensure smooth integration of data into the CRM program. Assist in the strategic development of HTML creation. Concept to be tested during deployment. Provides ROI analysis. Quarterly program reviews. Reactivation of emails Examples of win-back emails A winback email campaign is a series of targeted, personalized messages that you send to your inactive customers. They need to recognize that your customers are remembered and want to reconnect.
There are many types of winback campaigns such as the following: Incentive emails: These offer an incentive to come back and buy again, such as a coupon, discount, or something freeWe miss you: These emails are for consumers who want to feel recognized and their business is appreciated. Feedback emails: Simply ask customers who are no longer valid why they moved on. Reaching out can be enough of an incentive to get them to re-engage or at the very least provide valuable feedback on how you can improve your brand. There are many types of offers you can deploy, so try different types for different segments and don't give up. One, two or even three emails may not be enough until a consumer responds. Sample Winback Email Sample Winback Email Email Reactivation Case Studies V12 works with many brands across all industries, delivering reactivation programs from start to finish. Take a look at some case studies below. National Retailer Increased Brand Reach and Engagement with V12 Reactivation ProgramEmail Reactivation Case Study The story. A national retailer wanted to reactivate a large file of outdated email addresses. They were not engaging with these inactive email addresses due to existing email service provider restrictions that enforce email address recency. V12 provided a dedicated ISP infrastructure, along with a custom deployment plan. The results. V12 reactivated 3.5 million email addresses, allowing the client to increase their reach and engagement with their brand. Reactivated email addresses provided a 7:1 ROI in terms of conversions/purchases. The campaign also generated:22% opening rate 0.61% clicks before delivery 36% clicks to open Reactivation Case Study – Large RetailerEmail Reactivation Case Study Problem 20% of their CRM email file went inactive, which equates to just over 20 million records. The retailer knew these people were transacting, but ESP would not roll out emails without an "open" within 12 months. Goal Drive sales by emailing those non-openers and measure both AOV and ROI to determine successSolution Developed a schedule to coincide with their weekly CRM rollouts using the same cadence and creativity. As a result, openers would be returned to the CRM email database. Results The AOV, from the dormant email, was exactly the same as the CRM results from the same period. There was a 2.3x return on investment. The program is in its 4th consecutive year. Want to learn more about marketing strategies and tactics to help boost your marketing strategies? Download our free ebook on omnichannel marketing strategies.
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