Personalisation can be key to maintaining engagement with subscribers. Tailoring content based on something as simple as gender can help you to re-engage with a large number of inactive recipients. Working with Communicator, footwear retailer Footasylum managed to re-engage 13 per cent of their inactive mailing list. Communicator discuss the project
Communicator have worked with designer clothing and footwear retailer Footasylum on their email marketing campaigns since 2014. A combination of strategic analysis, campaign management and data insight identified a large number of inactive female recipients on the brand’s mailing list. Upon further analysis, the team identified a lack of gender specific, personalised content within the emails, resulting in this portion of subscribers becoming disengaged.
Strategy and Execution
A two-stage re-engagement campaign was implemented with the key objective of collecting subscriber preferences. Using preferences to tailor communications to each recipient would drive future engagement from this group of currently inactive subscribers.
The first email sent said ‘We miss you’ and contained female specific content, generating the highest open rate from this group of subscribers in the past 12 months. The second email, ‘We promise we have more to give,’ was aimed at those who hadn’t interacted with the first email, requested preferences and offered a 10 per cent discount code as an incentive.
The re-engagement campaign achieved a 13 per cent re-engagement rate. From an inactive mailing list of 86,000 subscribers, 11,685 people are now interacting with the brand’s emails once again.