Every brand has customers who haven’t interacted with them in a while. It’s not that they don't like your product or service (though that’s definitely possible)—they might just be busy, not have a need for it anymore, or moved to a competitor. Whatever the reason, your inactive user cohort represents a significant revenue opportunity for your business (5x the cost of acquiring a new customer, to be exact).
The reengagement series is a cornerstone marketing flow for any industry. It offers a powerful way to retain subscribers through product education and helpful reminders of your brand’s value.
To create an effective reengagement series, start by defining what "inactive" means for your company. This will help you determine how many emails to include in your series and where to focus your content. Some examples:
From here, consider segmenting your audience even further. Proper segmentation helps you create meaningful content that resonates with each group. For example, if you’re looking at customers who haven’t purchased in the last 6 months, you might also segment them by order count. Customers with 3+ purchases might be interested in an exclusive product launch, whereas customers with just 1 order might need a discount incentive.
Once you've segmented your list, it's time to design your flow. This flow contains 3-5 emails, with a 7 day delay between each touchpoint.
Your messaging should focus on reengaging your customers and reminding them what they love about your brand. Some themes to consider:
Once you've created your email content, be sure to set up your reporting infrastructure so you can measure campaign performance. See what’s converting best, and tweak your copy and design as needed.
