re-engagement

Anti-spammers and deliverability folks might think of this as a Permission Pass email. And indeed, Spamhaus has a whole guide describing how they think you should do it properly. But in addition to confirming and cleaning up certain types of problematic email lists, an email message process similar to this can be helpful to boost engagement, and boost deliverability and marketing success at the same time.Deliverability people call them re-engagement emails, while marketers call them winback campaigns. By either term, they’re extremely valuable as part of a “lifecycle management process” where you you might take one or more tries to “re-engage” (request a response / look for a sign of life) from non-responding recipients, and then, if they don’t respond, either suppress them (or apply other strategy) to get them out of the way of most mailings. The goal at the end of the day is to reduce the amount…

Lucy Mazalon from THE DRIP recently explained the good marketing reasons that would drive you to want to implement a winback campaign: “Marketing considered these leads qualified once, and sales even progressed the conversations. You could say they are the “low hanging fruit” – the most likely to be interested in your product or service – could you capture their interest again?”There’s a strong deliverability aspect to this as well. A winback campaign is awfully close to what we deliverability people call a re-engagement campaign. From the deliverability perspective, the goal is to get a sign of life from non-responding recipients, to help boost your engagement rate as noted by ISPs, and to give you a last chance to email that segment of your list before suppressing it forever (to also help boost engagement). The goal is ultimately to maintain inbox placement by suppressing unengaged recipients after a period of time,…