Automation in 10 minutes. Part 1: Re-engagement

Despite the growing benefits and the ease with which it can be implemented, marketers remain reluctant to execute marketing automation. Contrary to popular belief, marketing automation requires little time and resource. Read on for part 1 of a series helping you to quickly and simply apply an automated strategy to your business.

The ultimate email marketing FAQ: “What’s the best time to send an email and on which day of the week?”

The same answer applies to all email marketers: “Test, test and test again.” No two contacts are the same and subscriber behavior varies according to industry, reputation, deliverability and more.

Our advice is to test, learn and adapt to trends within your email marketing reports. Email isn’t a linear communication. It’s a two-way conversation which gifts you the opportunity to interact and evolve according to the needs of your customers.

A recent campaign by British department store Harvey Nichols is a great example of proactive email marketing. I hadn’t been engaging with their emails and Harvey Nichols adapted accordingly.

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The content of the email is clear and concise – explaining the reasons for receiving the email before setting clear expectations for future communications. The line “You’re in control” is key to making me feel valued as a subscriber.

The call-to-action and overall objective of the campaign is for me to update my email preferences. This is made simple by a clear button and a simple landing page, making it possible for me to update the types of marketing emails I’d like to receive as well as the frequency.

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This campaign shows how you can discover more about your contacts preferences in a non-intrusive manner whilst also re-engaging inactive subscribers.

If your approach is right, your customers are all too happy to answer the following questions:

  • Does this customer want us to talk to them?
  • What are their interests?
  • Are we sending the right content?
  • Are we sending at the right frequency?
  • Do they want to provide information so that we can tailor communications?

A  re-engagement program – in under 10 minutes

A campaign like the one above is easy with dotmailer’s Program Builder. To prove it, I set myself a 10 minute limit and got to work…

Step 1: Contacts are enrolled based on not having opened an email in the last 60 days and not having visited the website in the last 45 (accounting for post-email click traffic from previous emails).

program1

 

Step 2: Contacts are automatically updated to have their frequency of emails reduced to once per week only.

Step 3: The segment is sent an email with a link to update their preferences.

program2

 

Need help learning from your customers and executing re-engagement programs like the example above? Try our Re-engagement KickStarter.  Quick to implement, easy to manage and cost-effective, we’re offering a pre-built, fully automated email marketing program targeting inactive subscribers.

View part 2 of this series to find out how to execute an easy and quick automation program aimed at collecting customer reviews via feedback surveys. 

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