Why Bother With an Email Re-Engagement Campaign?

No matter how awesome you think your marketing campaign is, it’s not worth much unless your prospective students interact with you – read, click, respond, or show any kind of engagement. When it comes to email campaigns this is particularly true, as inactive or unengaged subscribers could hurt your whole campaign.

Those unengaged subscribers make your results look terrible (low open and click through rates, etc.) and they could pull those numbers down even farther as your unengaged subscribers grow. Email service providers like Gmail and Yahoo pay attention to how your subscribers interact with your emails. If those users don’t interact, the email service provider will start to assume your emails are irrelevant, or even worse – SPAM! Once that happens your sender reputation starts to drop and your whole email list could suffer as a result.

Now, that all sounds a bit doom-and-gloom so it’s best to avoid it at all costs. But how? You could just cut out a big part of your list and wash your hands of all those seemingly uninterested recipients. Does the idea of such a broad scale dump of possible prospects sound a little terrifying? It should. After all, a couple of those prospects may still be interested.

The solution? Don’t just abruptly remove a huge chunk of your list. Instead move them into a new campaign – a re-engagement campaign. Give those prospects another chance to engage and give them due warning that they’ll be removed from your list if they don’t take action.

These subscribers may have gone deaf to your usual email messaging or maybe they let continuing their education fall off their radar. With the re-engagement campaign it’s time to be heard and remind your subscribers how important their education is.

The first step in a re-engagement campaign is to determine who exactly you’ll target. This will be largely determined by your sales cycle. If your prospective students generally enroll in a month or two after initial contact then perhaps a subscriber would be deemed inactive or unengaged after 4 or 5 months. At the very least, anyone who has not engaged in a year should be lumped in the unengaged category.

Now for the fun part! Consider this re-engagement campaign as an opportunity to do something new and exciting. Create a whole new messaging from your usual emails and use a fresh new design that still speaks to your school’s brand. The campaign should consist of two to three emails with the final email acting as a goodbye note, telling users if they don’t take action they’ll be unsubscribed.  And don’t be afraid to be funny or tongue-in-cheek. Take a chance and turn some heads and bring in some new students.

In all likelihood the re-engagement campaign will not draw in droves of students. However, that is not the ultimate goal (although on occasion it can be a great byproduct!); the goal is to add to your active subscribers and clean your list. A clean and active list equals better deliverability and better deliverability means your emails will reach the inbox of more of your prospective students who could then convert into new students.

If you’re ready to improve your email deliverability and launch a re-engagement campaign contact the HigherEd Geeks today.

~Marcy Ansley