In a digital world, we are constantly competing for our audience’s attention. Between the billions of emails sent and received every day around the world, to the increase in digital platforms, there are any number of things that can distract your audience from your message.
So it’s hard enough to get the attention of your active audience, but even more so when subscribers have gone cold or are inactive for longer periods of time.
It’s important to not take inactive subscribers personally – it happens for a number of reasons like moving to a different city, changing jobs or updating an email address. But having a strong re-engagement campaign can make all the difference in ensuring your digital strategies are effective.
And now, it’s easier than ever with GovDelivery’s re-engagement campaigns on the Advanced Package for Communications Cloud.
Here’s how it works: The re-engagement campaign is designed to put some of your most popular, high performing topics in front of your subscribers. These subscribers indicated interest in your content at one point; perhaps their interests have shifted slightly and they might find another topic more useful.
The Advanced Package for Communications Cloud automates the process of bringing quiet subscribers back into your active audience group with these simple steps:
Step 1: Choose Your Audience
You can select which topics to target for your audience. You’ll also define what “inactive” means to you, by using simple criteria options to set the length of time that elapsed since the subscribers last opened or clicked an email.
Step 2: Create an Email
The re-engagement campaign uses a bulletin template with a default message, but you can change the text or add more to suit your needs. You will also select the topics that you want to suggest to these subscribers.
Step 3: Configure a Landing Page
When subscribers click on one of your suggested topics in the re-engagement email, they will be taken to a landing page where they can sign up. You can configure this sign-up page, adding specific messaging and inserting a particular banner image.
Step 4: Determine if the Campaign is Recurring
After reviewing everything, you choose whether the email is sent once or if it is sent monthly. If you make this email recurring, then the campaign will check your subscriber base on the same day each month to find all subscribers who match the “inactive” criteria you set. These subscribers will receive the re-engagement email. You will be able to pause or turn off the campaign at any time.
Step 5: Automate
With a well-timed, well-aimed automated re-engagement campaign, you can appeal to subscribers before they go cold. In addition to keeping your subscriber base active, this method also comes in handy when you want to delete an old topic. By letting subscribers opt into a newer topic subscription, you can ensure they continue to receive updates relevant to them.
Re-engagement campaigns are easy to monitor and update in real time, and are repeatable for various audiences. It’s important to continue updating your ongoing digital strategies based on what’s working to captivate your audience and keep them active.
For more tips on digital engagement or to set up an automated re-engagement campaign, connect with our experts at email@example.com.