Reactivation newsletters: how to “wake up” subscribers and turn them into customers

[ashammi258]

We have collected examples of letters for inspiration
08.11.2023 ⏱ 8 minutes
Reactivation newsletters: how to “wake up” subscribers and turn them into customers
If your subscriber base has become less active, you can try to "wake them up" with a reactivation mailing. In this article, we explained what it is and collected examples from different companies.
What is reactivation and why is it needed?
What is useful to do before sending a reactivation email?
8 Reactivation Techniques from Well-Known Companies
What is reactivation and why is it needed?
Reactivation is an email newsletter sent to subscribers who lithuania phone numbers have stopped reading emails. Its goal is to restore interest, update the database, and motivate “sleeping” customers to return for purchases.

The period of time after which a subscriber is considered inactive is different for each company. It depends on the business sector and frequency of sending emails. For example, a pet store can start reactivation as early as a month after the client’s last activity. A travel agency can do it twice a year, during the vacation and holiday season. And for the Samsonite store, this period is a week.
"Our decision-making period for a purchase is several days. Therefore, "sleeping" clients are important to us within a week. If he falls asleep and does not return to us for several months, then the probability that we will wake him up is very small. Most likely, this client has already made a purchase not from us" - Alexander Drozhnikov, Head of eCommerce Department Samsonite
Reactivation mechanics help to solve 4 problems:

Re-engage subscribers and motivate them to read your newsletters again . With fewer channels to engage customers in 2022, brands are turning their attention back to email. And so are subscribers. Newsletter rates were, on average, 20% higher in 2022 than in 2021.
Increase retention and sales. For example, when the Cave store changed its communications strategy, the volume of sales from email newsletters increased from 35% to 60% in a year and a half .
Clean your database of "dead" addresses and save your budget. The more recipients in an email newsletter, the more expensive it is. But if you remove those who do not respond to letters from the database, you can reduce costs.
Improve the sender's reputation. If the mailing has many opens and clicks, it means that readers are interested in it. The risk of arousing suspicion from the mail provider is lower.
Another advantage of reactivation mailings is that you don’t need to monitor the process. You can set up automatic sending of letters when certain conditions occur. For example, RetailCRM has a marketing rule “Time since last purchase” for reactivating a client . The system will automatically send a mailing when the specified time has passed since the last order.