Send Re-Engagement Emails

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What is a re-engagement email?

A Re-Engagement Email is a campaign that you send to your colder, unengaged contacts to confirm their interest in hearing from you.

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Why should I send this type of email?

It’s natural that, over time, contacts may lose interest in your brand — it’s not something that brands should take personally, nor is it something that should be ignored. If you notice your Unengaged Contacts segment growing, it might be time to take action. You want to ensure that you’re looking after a healthy, engaged list to maintain high deliverability, and to ensure that you’re not paying for uninterested or invalid emails.

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Best Practices

Think carefully about who your audience is, why they might be unengaged, and how you should approach them! Below are some considerations for your subject line, email content, and recipients. Privy has Re-Engagement Email templates that you can use. When you create a new email and select a template, you can find them in the Privy Templates folder.

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Subject Lines

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Content

Once your contact opens the email, you want to get to the point! Make sure your message aligns with your brand’s tone and includes the following:

• Tell them you miss them!
• Let them know you want to make sure you only send them content that’s relevant and interesting to them.
• Include an unsubscribe link. Let them know they have this option, and they can sign up again in the future if they’d like to.
• Include a “What’s New?” button that leads them to their site if they want to see what they’ve been missing.

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Coupon

Including a coupon is completely optional, but keep in mind that you’ll be sending to a targeted, specific group of people that have lost interest. The expectation is that they might not engage with this email, either. Don’t be afraid to swing big and offer a major, limited-time discount or gift.

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Segmentation

The easiest segment to send a Re-Engagement Email to is your Unengaged Contacts Smart Segment. These are mailable contacts that have been on your list for over 90 days, but have not opened a single email in 3+ months. However, you can also create a Custom Segment to send to if you’d like more control over the criteria. If you create a Custom Segment, the 2 essential criteria you’ll want to add are: These two segments will set the parameters for how long these contacts have been on your list, and how long they have been unengaged. If you want to exclude any contacts that have placed orders with you, you also have the option of adding the following segment condition:

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Reviewing your performance

After you’ve sent your Re-Engagement email, it’s good to wait at least 48 hours to take any action. If you delivered a coupon with an expiration date, wait until the coupon expires. While you hope to capture as many opens and orders as possible, you should expect that this email’s open, click, and order rate will be at a much lower rate than your usual campaigns perform. Head to your Campaigns page and click into your Re-Engagement email to get an in-depth view of your campaign’s performance, including its delivery, engagement, and contact activity.

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Removing non-openers

To remove any contacts who still failed to engage with this email, navigate to your Campaign’s Contact Activity tab and Export a CSV of your recipients. You will receive an email with a link to download your file. Make sure your filter and remove any contacts who opened your email, then you can import the rest as unsubscribed.