Suppose you regularly send e-mail messages. Think of monthly newsletters, once a quarter a service message and promotional emails. You have done your e-mail marketing activities well, but to what extent are these mailings actually read? With a reactivation campaign you increase the “engagement” and keep the group of sleeping readers to a minimum.
Before you enthusiastically get started with this campaign, it is useful to determine how many sleeping readers you have. Is it necessary to take immediate steps? In Spotler this can be found in the Lists module. Here you make a target group selection based on: Engagement: non opens.
This is how it works in Spotler
With an automated reactivation campaign you integrate engagement as a process within your communication and keep it under the attention. Such a campaign starts when it is signaled that a reader has not opened an x period and can consist of several steps. This campaign does not work retroactively. So it is useful to do a reactivation action first, where you send everyone an email who has been inactive for x number of months. You do this by first creating a target group (dynamic list) with engagement: non-opens and then sending everyone in that target group an email. Then you deploy the reactivation camp.
For the steps of a reactivation campaign you use the following modules:
An example of a reactivation campaign:
In this example, a distinction is made between A and B customers. The A customers are personally called by an account manager who has been informed by an SMS notification. B customers receive the status "inactive" after 9 months not opened. This means they fall into a separate target group that is emailed less frequently and can be used for other activities.
The above campaign is just an example of a reactivation campaign. Feel free to make a variation on it! For some extra guidance, you can read in the following 5 steps how to set up the example campaign:
- Prepare a survey reactivation campaign
- Webpage reactivation campaign
- Create reactivation campaign messages
- Set up a reactivation campaign
- View report reactivation campaign