In this post we'll be sharing a super effective way to get the disengaged portion of your email list back on board with a re-engagement survey.
Who Needs Re-Engaging?
You can easily define which members of your list aren't engaging.
These are the people who simply aren't opening your emails anymore.
The first step is to segment your audience based on how long it's been since they last opened an email from you.
The length of time is entirely up to you and will depend on how often you normally send out emails to your list.
Let's say you email your list 2 times per week, you could decide to segment them after 30 days of not opening and drop them into your re-engagement campaign.
Make Your Subject Line Stand Out
If someone hasn't been opening your emails for a little while, who says they're going to open this one?
Well, you're going to really grab their attention with a good subject line!
You should touch on the fact that they haven't been opening your emails and let them know that this is one they shouldn't ignore.
Subject lines like this are almost impossible to resist. Pure curiosity will tempt people to open up your email and take a peek inside.
Make Your Content Personal
It's best to be open and honest and let them know you're aware they haven’t been engaging, but don’t put them down for it.
At this point you're reaching out to people to find out what you can do differently, just for them.
It's important that your email emphasises that you're eager to find out exactly how you can tailor your emails to suit that one individual.
Here's an example of how to start your email and introduce your survey…[feature_box style=”23″ only_advanced=”There%20are%20no%20title%20options%20for%20the%20choosen%20style” alignment=”center”]
We think one of the reasons you may have stopped reading our emails is that you're not seeing the stuff you love.
We want to make sure that we only send you awesome emails packed with info that's right up your alley!
To help us understand what that might be, take this short survey and we'll get to work…[/feature_box]
The Re-Engagement Survey
You should keep your survey short and snappy, otherwise people will lose interest.
That's definitely not what you want as you're already trying to re-engage them.
That means no essay questions. No questions where people need to spend a long time typing their answer.
If all your questions are multiple choice you will see a much higher submission rate.
If your survey can be completed in under 2 minutes then you're on the right tracks to achieving topnotch re-engagement.
What You Should Be Asking
Any questions you ask should ultimately lead to something you can improve on and provide in upcoming email campaigns to that person.[bullet_block upload_icon=”https://blog.responsesuite.com/wp-content/uploads/2018/02/Response_Suite_Icon_Blue-011.png” large_icon=”0.png” width=”” alignment=”center”]
- Topics of interest – Think about what products, services and information you can offer and then find out which of those they are most interested in.
- Find their pain points – Provide a list of pain points you can address for them and find out which is most applicable.
- What they want to achieve – By finding out what their goals are you can send out relevant content to help them achieve and keep them engaged.
- How they like to learn – It might be that they prefer reading blog posts, they might like listening to podcasts or video might be their thing. Once you know what they want, you can make sure you provide it in future emails.
Your re-engagement campaign should run for 3-4 days, sending out a survey each time.
It's best to make sure that each email has a slightly different message. If someone wasn't gripped by your first email, then that isn't going to change if you send the exact same email again.
Add an Incentive
If you're wondering whether your attention-grabbing subject line and engaging email content is enough to convince people to complete your survey, don't worry. We're not finished yet!
You can add an incentive to your survey, so that on completion people will receive something irresistible.
The incentive could be a free download or a popular training video, something juicy that's well worth the 2 minutes it takes to complete your survey.
It could even be a discount on promoted products – who doesn't love a good discount?
Change Your Behaviours
Now that you've managed to re-engage a whole section of your email list (well done), what next?
It's really important that you take the results from your surveys and change your email behaviours for those people.[feature_box style=”23″ only_advanced=”There%20are%20no%20title%20options%20for%20the%20choosen%20style” alignment=”center”]
So, you run a fitness business and your results show that a portion of people would prefer to be sent information on nutrition, and they would love to get this in video format.
This means that you can't keep sending them emails with a whole bunch of weight lifting advice in a text heavy newsletter.
If you do they'll just go back to ignoring your emails.[/feature_box]
NOTE: You should always make sure that when someone has completed a survey, you take them out of the re-engagement campaign. You don't want to be sending people multiple emails asking them to do the same thing over and over.
For more unconventional ways to use surveys to grow your business and make more money, take a look at the full article by clicking here.
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