Julie Waite, an Email Marketing Strategist at Bronto, put it best; the life-cycle of an email marketing campaign is like a relationship between you and your contacts. Obviously, sometimes relationships take a turn for the unexpected (in this case, contacts stop opening or clicking your messages). But before you reach for that box of tissues and carton of ice cream, remember all is not lost. With a few clicks in Bronto, you can re-engage some those contacts and get your relationship headed back in the right direction.
Cleaning Contacts
One of the cool things about the Clean Contacts feature in Bronto is that you can use it to add non-engaged contacts (i.e. contacts who have not opened or clicked your message) to a new list.
To clean contacts:
- Go to Contacts->Manage.
- Click the Clean link on the Manage Contacts page.
- Choose whether you want to clean contacts on all of your lists or a specific list using the pull-down box.
- Choose non-engaged as the criteria by which you will clean your contacts.
- Choose add to new list in the What do you want to do with these contacts section.
- Click Next.
- Provide an internal and external name for the new list.
- Click Save to add the contacts to the new list.
Make Your Pitch
Now that you’ve got all your non-engaged contacts on one list, you can now begin crafting the message that you will send to that list, and hopefully, win some of your contacts back. There are all sorts of ways to entice your contacts to re-engage with you. You could create a sense of urgency, try easing their worries, or simply provide them with a freebie (coupons, free downloads, etc.).
In Bronto, you can make your re-engagement emails even more effective by adding things like like field tags, or by running an A/B Split test to make sure your sending the most effective version of your message.
Not The Only Game In Town
Re-enagement is as diverse in email as it is in relationships. There is more than one way to win your contacts back, and depending on the circumstances, different approaches may work better for you. This post represents one of the more simplistic approaches to re-engaging contacts, but it is also very effective. In the coming weeks, we’ll look at more complex scenarios for re-engagement, such as getting contacts who abandoned their shopping cart to continue along the conversion process.
We love to hear about all the innovative and creative ways our customers are using Bronto. If you have any interesting stories about using Bronto to run a re-engagement campaign, drop us a line in the comments section below!
John Gunther
Technical Writer/eLearning Specialist at Bronto
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