Content
What is reactivation?
3 Reasons to Reactivate Subscribers
How to understand that the base needs to be reactivated
How to reactivate the database: step-by-step instructions
Examples of reactivation mechanics
How else to motivate the client to come back
How to evaluate the effectiveness of a reactivation strategy
How to retain subscribers
Where to start reactivating clients Reactivation of the client base
In any customer base, contacts eventually become “sleeping” or even “dead.” Reactivation is responsible for returning to dialogue those with whom russia email list contact has been lost. It helps to get leads from the current base and not waste time on those who can no longer be returned.
If your goal is to make the customer life cycle endless or return 100% of the base to dialogue, then this article is not for you. Because we do not possess magic. But here we will tell you about the mechanics that will help return a “sleeping” user to dialogue.
What is reactivation? Reactivation of the client base
Reactivation in mailings is a process when a company sends messages to inactive customers. These are those who do not open emails, do not click on links and do not buy for a long time.
The goal of reactivation is to return subscribers to activity. They start performing target actions in letters or on the website again. An additional goal of reactivation is to clear the base of inactive users so as not to waste resources on them.
“Dead” – subscribed, but did not open a single letter or stopped using the mailbox.
“Sleepers” are interested in letters and mechanics for 3-5 months after subscribing, and then stop.
Reactivation messages are almost always Reactivation of the client base triggered. They are sent in response to a specific action or inaction by the user. For example, when a person has been inactive for 3-9 months. The exact period is different for each company and depends on the business area and frequency of sending messages.
3 Reasons to Reactivate Subscribers
Increase the company’s income
The fact is that building a long-term how to buy telephony for business profitably relationship with a new client costs 16 times more than returning old ones. And returning 5% of “sleeping” clients increases profits by 25-95%. You also need to collect information about them for personalized offers. This takes time and money, and the probability of a sale is only 5-20%.
The probability of selling to an existing Reactivation of the client base customer is 60-70%. The average bill is 33% higher than that of new customers.
Save your marketing budget
Reactivation allows you to clear your base of inactive subscribers. This is beneficial because the price for using marketing automation platforms, CRM marketing or CDP depends on the number of clients in the base. Paying for inactive clients is not profitable.
Improve your company’s reputation with postal services
The company’s reputation depends on the open kcrj rate of its mailings. The higher it is, the higher the rating. If clients do not open letters, the reputation falls. Postmasters help monitor the reputation of a domain and IP address. These are mail provider services that track the delivery of letters and complaints about spam. We have a separate article where we tell you how to make a mailing and not get into spam .
How to send a newsletter and avoid getting into spam
How to send a newsletter and avoid getting into spam
Reactivation should begin when customers stop performing target actions for a certain period of time. This could be a purchase, a transition to a website, authorization in a personal account, or reading newsletters.
The start time for reactivation varies from seven days to a year. The company itself determines these indicators depending on the frequency of purchases and the business model.
There are business models where the client’s return is not expected at all. For example, a developer does not expect the buyer to return for a new purchase in a month or a year.
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In fact, you can try to reactivate almost any client. Even if he deleted his mailbox and unsubscribed from mailings, you can “catch up” with him with a personalized message. The question is whether it is worth spending resources on it.
increasing sales to current customers;
increase in email open rates;
increase in newsletter subscriptions.
Each goal requires motivating customers to take a specific action. For sales, this is placing an order; for website conversion growth, this is clicking on a link in an email.
First, define the goal and target action you expect from the user, and then proceed to segmentation. Select from the customer base those who have not performed the desired action for a long time. For example, if a home goods store is trying to increase sales, it can select customers who have not purchased goods for two months, although they used to do so more often.
Here are some examples of segmentation based on purpose:
To increase email open rates, segment customers who do not open emails longer than most. It does not matter whether they made purchases. The criterion could be “haven’t opened emails for more than N days.”