Do Re-engagement Campaigns Pay Off?

Author:

Jeanniey Mullen

Source:

It happens to all of us. A significant part of our list does not open our e-mail marketing messages. Whether it's 50 percent or 80 percent of your list, non-responders are a reality of our business. Yet, most e-mail marketing experts never publicly share strategies or thoughts on how to re-activate these non-responders. Sometimes I wonder why.
 
In my day job, I'm faced with significant revenue goals for two different companies. While the revenue I receive from my best customers (and highest email responders) is great, it isn't enough. Often times, vendors bombard me with pitches to look outside of my list to try to acquire new customers. I ignore these calls 90 percent of the time.
 
After all, I've been brought up to believe that it costs much more to lure a new customer to share their most personal information with me and opt in to my messaging than it does to re-engage a customer who, at one time, believed my brands offered something of value. Doesn't it? After years of being a die-hard fan of re-engagement, I took a deeper look into the time and cost associated with re-engaging a non-responder vs. acquiring a new customer. It was a great eye opener.
 
Here's what I did...
 
Click here to read the full story.