I agree with everything All said and regularly seeing "winback" campaigns employed and work to varying degrees.
Depending on the type of sender, I find questionnaires work well in this scenario as part of the chain of emails. Those emails for me have always gotten high engagement and you get data you can act upon after. On Thu, Sep 19, 2019, 11:42 AM Al Iverson via mailop <mailop@mailop.org> wrote: > We save various examples internally and share them with some clients > upon request, but really, I can't share it externally. I can > summarize, though. > > My suggestion is avoid most of the advice here from non-deliverability > consultants. This is one area where everybody has their own idea of > best practices but few have implemented or tested at scale. > > A few things that I recommend, based on experience: > - It should be HTML and branded as you, fully authenticate properly, > etc. (Yes, some people here hate HTML. They're not the target demo.) > - Nothings beats a big ole clickable "stay on the list" button. > - We actually found in some tests that you get more responses if you > have both a big YES and a big NO button. The "no" button is just your > normal unsub link. But of course, this feels silly because you're > going to drop non-responders anyway. But it seems to work. > - If you can offer up something in exchange for opting in, like a site > wide discount if a retailer, that will help improve response rates. > > Keep in mind that you truly have to stop mailing non-responders, or > else you're not actually doing re-engagement filtering / reconfirming > properly. > > Thus there are three categories of subscriber responses: > - Clicked on unsub link or "no" button. Stop mailing. > - Clicked on opt-in link or "yes" button. Continue mailing. > - Did nothing. Send one reminder mail asking them again to opt-in in > 7-10 days. After that, let them go. Stop mailing them. > > The deeper you dig into your historical subscriber database, the worse > deliverability is going to be. This is one of multiple reasons why you > can't just take all your 10 year old addresses and try to run them > through this process every year. This is something you do once for > subscribers who have stopped engaging with your emails. (What that > cutoff point is depends on your industry and how dire your > deliverability issues may be.) > > Cheers, > Al Iverson > > > -- > al iverson // wombatmail // chicago > http://www.aliverson.com > http://www.spamresource.com > > _______________________________________________ > mailop mailing list > mailop@mailop.org > https://chilli.nosignal.org/cgi-bin/mailman/listinfo/mailop >
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