The majority of digital marketers are focused on their most active and engaged customers from an email engagement point of view. Why? Because your most engaged customers make you the most money, of course! However, have you ever considered your ‘medium’ engaged customers? What if these were the customers that were ‘on the fence’ and just a simple piece of optimised content to re-engage them would increase revenues? Well, that’s exactly the case!
Based on research and analysis I have carried out on a selection of our top clients, I have found that by re-engaging a customer from an email perspective leads to customers who can and do go on to convert. This showcases that by tailoring an email to this group of customers, specifically to achieve re-engagement, can lead to increases in engagement, orders and ultimately revenue!
The first way to differentiate your ‘medium’ pot is with frequency. It’s simple; the more emails your customer opens, the more emails they’re going to receive. So by emailing less frequently you could lower your unsubscribe rates and stop any deliverability issues. However, this shouldn’t be the only factor! If a customer has fallen from your highest engagement pot to your medium engagement pot, then clearly they aren’t reacting well to subject lines, so emailing them exactly the same content time and again makes no sense! Another reason why these customers aren’t opening emails may be that they have purchased a product recently which moves them out of the buying window, so their propensity to open emails decreases drastically. I’ve outlined a few ways to efficiently re-engage your customers and ensure they are targeted with the most effective content.
1. Subject Lines
Whether this is run as a split test alongside the ‘planned’ subject line or compared to a company benchmark, this is possibly the easiest way to differentiate content. We found that any subject line with an offer in it or with a visible discount, increased open rates when compared with subject lines that didn’t. If for example, your subject line reads: “Clearance – Ending tonight!” try using a specific stat when communicating with your medium-engaged customers e.g. “70% off – Ending Tonight!”
Refreshing content is always an effective method to re-engage, especially if the open rate for your medium pot spikes in peak periods. Through my analysis we found that navigation bars are among the most clicked on links. This may be for a number of reasons, one of which could be customers wanting to browse other products as opposed to the featured product within the email itself. With this in mind, you could include a few more options within the navigation bar or utilise a burger menu format within your email to increase the amount of different sections the customer can navigate to.
The other frequently clicked link within the email is the hero image so by using behavioural content within your campaign send, you could merge in the last browsed product making your content super-relevant!
3. Offers & Incentives
Finally once you have successfully encouraged your medium pot to open your email and your tailored content has drawn them to the website, you could incentivise the purchase by using a Unique Code within the email, aiding the completion of the purchase journey. If this method is going to be used it makes sense to shout about it within your subject line and content as this alone may increase open and click rates. It is also key to segment further based on who has used a discount previously and who hasn’t which will also ensure that you’re not discounting a customer who will purchase anyway.
To conclude, as we are all aware there are differing levels of engagement and of course it doesn’t make sense to email them all at the same frequency, but your content can play a big part too. It will help in differentiating these customers and can be used to increase open and click rates and ultimately, overall revenues.