Have you emailed your inactive users lately, only to hear crickets in return? It’s actually quite common to have ineffective re-engagement messages if you don’t invest enough effort into planning and strategizing them.
The primary goal of the re-engagement campaign is bringing inactive users back into the fold and even turning them into loyal subscribers. By sending a series of emails, you can re-ignite their interest in your business once again.
To reach out to those snoozing subscribers, a friendly nudge, valuable content, and special offers can do the trick. So, read on to discover how to craft a powerful email campaign using Smartsender.io with special b2b ‘re-engagement email examples.
Importance of Re-engagement Campaign
As a marketer, how often have you heard that acquiring new clients costs much more than retaining existing ones? If you were unaware of this, brace yourself for a shocking stat to challenge your core belief which could be continuously focused on customer acquisition.
- Existing customers have a higher probability of success (up to 70%)
- New clients have a lower probability of success (5-20% maximum)
So, nurturing your existing customers with b2b re-engagement email examples is critical to your business’s growth.
Even the most beautiful rose eventually withers and dies when not tended to. Just like that, if you don’t nurture your disengaged b2b contacts with re-engagement messages, they could ultimately stop using your product or services, otherwise called customer churn. And according to Accenture, companies lose 1,6 trillion annually due to churned customers.
So, it’s beyond a question that B2B companies need to plan and strategize a powerful re-engagement campaign. Smartsender’s marketing team did a lot of digging to develop key re-engagement strategies to create winning b2b ‘re-engagement email examples. Let’s dive into it!
How to Re-engage Email Subscribers?
Email marketing remains the most effective way to pique the interests of your disengaged clients. A study by Content Marketing Institute revealed that 79% of B2B marketers believe email is the most efficient channel for generating demand.
To launch your re-engagement campaign, you need to automate your follow-up emails. Imagine not segmenting your inactive subscribers via hyper-segmentation features, and all of them receive “we miss you” emails.
While there is no definite rule on the re-connecting steps, be sure your emails are personalized and timed perfectly. Here is an idea of how could your re-engagement automated workflow look like:
- A friendly nudge reminding them they have been inactive for a while
- Asking to review their email preferences
- Incentivized ethical bribe to win them back
- Last chance message
Of course, this is just a mock-up of your email campaign, and you are free to adjust any changes to this pre-made workflow. But then again, each of these steps is equally critical to bringing your subscribers back into the fold.
So, let’s delve deeper into the structure of the workflow by covering in detail what factors you should take into account during each step.
1. A Little Nudge
Customers can stop engaging with a brand for various reasons. Maybe they got a little carried away and forgot about your products or services. Or they found an alternative option that better solves their demands. Either way, it is always a good idea to remind them of the strong bond you shared once.
A friendly reminder can be sent after 3-6 months of inactivity, depending on the client’s sales cycle. This can be tracked easily if you are using Smartsender’s advanced segmentation features. An inactive customer is added to a segment to kickstart the chain of automation as below.
- Add a little humor to the text
- Personalize the subject line
- Timing should be based on each customer’s sales cycle
2. Asking to Review
There is a chance that inactive users are no longer interested in the specific service or product they initially subscribed for. Yet, it doesn’t mean they don’t look up further options or alternatives from the list of your services/products.
You can try to predict alternatives that could bring them back to your site. Or, get rid of old-fashioned marketers’ guesses and A/B test each variation of your template. The detailed report will later tell you which was your winner template to send to the larger group of inactive users.
To ensure that you don’t annoy them with too many messages, add an option to let them choose the frequency of receiving further emails.
- Offer them alternatives to the product or services
- Let them select the frequency of further emails
- A/B test 2 or 3 variations of the template to come up with the winner
3. Offer Incentives
Who doesn’t love getting a surprise offer every now and then? Lure your inactive users back with freebies, discounts for their membership renewal, or other incentives.
Sometimes less is more. Ditch the exclusive offers and send personalized content that aligns with the customer’s needs and interests or their journey with the product or service. Learn how personalization can help you with that.
You can use A/B testing to realize whether offering discounts or freebies would win your customers back. By doing so, you’ll gain insight into what your consumers truly desire and can make informed decisions regarding how to encourage their continued engagement.
- Incentivize your re-engagement email.
- Offer personalized content
- A/B test to realize the effectiveness of incentivized messages
4. Time to say goodbye!
If your re-engagement efforts are in vain, don’t stick too long. You can email them a goodbye, informing them they won’t receive further messages. Despite that, add a last-chance “make a U-turn” CTA, just in case they change their mind.
If they don’t come back, it is still important to clean your inactive users and focus on loyal clients instead. Besides, sending too many emails to inactive users negatively influences on sender’s reputation and deliverability.
Unleash your creativity with marketing automation platform. Retain, regain, re-engage customers in a few clicks.
The alternate option is to try out omnichannel communication and target them via different channels on top of the email. Craft compelling b2b ‘re-engagement email examples with Smartsender’s all-in-one automation by sending SMS, telegram, and web push messages along with emails.
To wrap up
Launching a re-engagement campaign for inactive users is crucial, given the fact that:
- It is up to 25x more expensive to acquire new customers than to retain existing ones
- They are already interested in your products/services
A powerful re-engagement campaign requires next-gen automation tools. Here is a quick look at how the steps of b2b ‘re-engagement email examples look like when automated with Smartsender:
- A gentle reminder
- Asking to review preferences
- Incentivized messages
- A goodbye email