When you’re sitting on a growing unsubscribed email list, it can be tempting to want to send just one more email to try to win them back. But this is a bad idea, for a few reasons. It might annoy them, and it could even get you in big trouble for violating their privacy. After all, they opted out for a reason. What is that reason? It’s unlikely you know why they left, and that’s where a unique remarketing opportunity comes in. You can target these users, not through email, but through opt-in advertising designed to get them to resubscribe. Read on for the how and the why of a campaign to win back unsubscribers.
Why Users Resubscribe To Your Email List
First, you need to understand why users opted out. A variety of reasons are likely: they may have outgrown the need for your offering, or had a bad experience. Perhaps it was a one-time need and they’ve completely forgotten you, or very recent. The key is to use the data you have on these unsubscribers, as well as current customers, to look for patterns and create targeting buckets.
Recent unsubscribers without any major customer service issues may respond well to simple free shipping or percentage off discounts. You don’t need to sell them too hard as they likely remember you and know what you offer. If it’s been a long time since they subscribed, you may need a little more education and awareness messaging and perhaps a stronger offer. If they purchased a one-time, seasonal offering, your best bet is to educate on other products or services they could benefit from, coupled with a return offer.
How Users Resubscribe To Your Email List
Using the data we have, we can build campaigns designed to hit painpoints, or exclude known users who have experienced challenges we are unlikely to recover and resubscribe from. So we have our campaign setup with creative and offers matched to buckets of users based on their history. Now how do we reach them?
Using encrypted email data, we can precisely target your unsubscribed users on the websites they frequent, without ever having to send them an email and break their opt-out agreement. First, we’ll batch the email addresses to correspond with your campaign buckets. Next, we hash this data to pre-ping websites and look for these users. When one appears, that site will show the corresponding opt-in ad based on the campaign. This user can then choose to resubscribe, or not.
Your ads are only shown to those on your unsubscribe list, and you only pay for the ones that actually resubscribe. Ready to get started? We can help.