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A typical retailer subscriber base has anywhere between 40-70% inactive subscribers. Continuously mailing to this inactive segment or completely ignoring it could weaken your overall conversion rates and lead to significant deliverability issues. Marketers can effectively combat inactivity and bring back those disengaged customers by implementing reactivation campaigns."
Inactive subscribers are those who have stopped engaging with your emails but have not requested to stop receiving them. There is a number of reasons that causes subscribers to be inactive. Some of the key ones include:
Reactivation programs are email campaigns designed to target inactive subscribers and re-engage them with enticing offers or questions about preference changes like preferred content, mailing frequency, or subscription status. There are a few types of reactivation programs that can be ran based on customer behavior or different levels of activity:
A well-executed reactivation campaign can help you make the most of your subscriber base in a number of different ways:
You should complete the following 3 steps before implementing a reactivation campaign: