How to run Contact Reactivation Campaigns

Contact reactivation is a key strategy in email marketing that seeks to reinvigorate the relationship with inactive subscribers or those who have shown little interest in your previous campaigns. These contacts may have potential, but they need a nudge to re-engage with your brand. In this article, we will guide you through the steps to carry out effective contact reactivation campaigns.

List Segmentation
Before starting any reactivation campaign, it is essential to segment your contact list. Divide your subscribers into groups based on their level of inactivity. For example, you can have segments for those who have not opened your emails in 6 months, 12 months, and more. This will allow you to personalize your messages based on each group’s situation.

List Cleanup
Before you try to reactivate inactive contacts, consider performing a list cleanup. Remove email addresses that have repeatedly bounced or are marked as invalid. A clean list improves the deliverability and effectiveness of your campaigns.

Creating an Attractive Subject Line

The subject line of your email is the first impression your inactive contacts will receive. It should be engaging and spark curiosity. You can use a personalized approach, intriguing questions, or even a touch of nostalgia if it’s relevant to your brand.

Offer an Incentive
An effective strategy to reactivate contacts is to offer an incentive. You can provide an exclusive discount, early access to content, or any other offer that will be attractive to your subscribers. Make sure to clearly highlight this incentive in your email.

Relevant and engaging content
Email content should be relevant and engaging. Emphasize the benefits of your product or service and how it can improve the lives of your contacts. Use persuasive language and clear calls to action.

Relationship Reminder
If you have a previous relationship with inactive contacts, remind them of this in your email. You can mention when they first subscribed or what previous interactions they have had with your brand. This can help rekindle interest.

Set up an Email Series

A single reactivation campaign may not be enough. Consider setting up an email series, sending additional messages over time to remind inactive contacts about your brand.

Measurement and Analysis
Measure the success of your re-engagement campaigns by open rate, click rate, and most importantly, conversion rate. Analyze which approaches worked best and adjust your strategy accordingly.