Using email marketing to get people to subscribe is one of the most common and successful tactics to engage your customer base. Email marketing gathers subscribers to increase and nurture the growth of a business’ base.
However, your mail may get lost in the hordes of other marketing emails, and this will lead you to lose subscribers instead of gaining them. A solution could be launching a re-engagement email marketing campaign that will keep in touch with subscribers and provide intimacy along with the general mail to add that extra special touch of the personal. Some benefits and drawbacks are:
| Benefits of Re-engagement Email Marketing | Drawbacks of Re-engagement Email Marketing |
| Saves you a lot of money | Such mails can be considered as spam |
| Does not require too many distractions to attract the customer | Might not be a successful campaign. |
| Can be easily shared among people | Requires basic fundamental elements to view such mails |
| Very easy to sign up for | Large documents cannot be accessed by the viewer |
| Provides an individual touch to messages meant for the general masses | Designs are not always compatible with devices |
| Easy to analyse graphics and know how successful your re-engagement campaign is | Can be accused of breaching privacy |
| Does not waste non-renewable resources in delivering updates |
Advantage of Re-engagement Email Marketing
- Saves you a lot of money.
Re-engagement email marketing is an extremely lucrative venture that has the additional benefit of being cost effective. The old material can be churned and presented in a modified manner which does not require new material or any decorations to attract the subscriber. A sense of familiarity and a reminder to sign up for updates is all that is required.
- Does not require too many distractions to attract the customer.
A subscriber usually turns away from checking out emails they had signed up for because they are distracted by other similarly marked marketing mails. To make yours stand out, you need to apply a simple formula that will appeal to the masses without being too flashy. Cut away the embellishments, and your mail will stand out from the others.
- Can be easily shared among people.
One of the most advantageous uses of re-engagement email marketing is that the emails can be shared and forwarded to other people, even to those who have not subscribed for the mails. Engaging and attractive mails can be forwarded among groups or individuals with one click of the mouse, and your content is further distributed.
- Very easy to sign up for.
If subscribers, especially the long timers, have unsubscribed from your mails, an automated re-engagement email can be sent to their inbox to check up on them and ask if they want to subscribe once more. Signing up for such mails is very easy and can be completed in a minute, if not seconds.
- Provides an individual touch to messages meant for the general masses.
While marketing strategies ensure a generalised body of information, re-engagement email marketing takes it one step further and adds a touch of the intimate. The updates and information are accompanied by personal messages meant for the subscriber, thereby adding some familiarity and positivity.
- Easy to analyse graphics and know how successful your re-engagement campaign is.
Re-engagement emails provide a company with the opportunity of examining how their marketing tactics are being circulated and viewed. Re-engagement email marketing also provides the option of adding online surveys in their email, so that participants can rate their experience and offer constructive criticism to improve marketing strategies.
- Does not waste non-renewable resources in delivering updates.
Traditional marketing tactics use resources like paper and plastics to campaign their business or product, which viewers usually throw away. This creates a waste in the environment, therefore adding to the problem of pollution. With the use of electronics and the internet, the element of using an instrument to send a message is eliminated, thereby reducing waste
Disadvantage of Re-engagement Email Marketing
- Such mails can be considered as spam.
Many viewers unsubscribe from such marketing emails because their inboxes are full of spam mails, meaning unsolicited messages that are mostly irrelevant and sent to a large number of people over the internet. People get annoyed by the large number of inconsequential and unnecessary mails they receive, and unsubscribe.
- Might not be a successful campaign.
Since many consider such mails annoying, they unsubscribe from these emails to declutter their inboxes. Therefore, no matter how much familiarity or added bonuses you add in your marketing, it may not be successful in engaging people’s attention. Most viewers will not sign up for emails they had previously unsubscribed from.
- Requires basic fundamental elements to view such mails.
To view emails, people require the most basic and fundamental components — a computer, a connection to the internet, and an email address. Although it may seem everyone has them, this is not the case. Since most of the population worldwide cannot avail of these services, this type of marketing becomes redundant.
- Large documents cannot be accessed by the viewer.
Re-engagement email marketing usually contains information regarding the product/ business, and is accompanied by some sort of downloadable file that contains either a message, a picture or two, or a combination of both. These files have to be small in size, otherwise, the viewer might be unable to download them.
- Designs are not always compatible with devices.
One of the major problems with re-engagement marketing is the fact that the designs that accompany the email are not always compatible with every device. Some devices like tablets or laptops may be unable to download files, or even let the subscriber view the email, as a result.
Re-engagement emails are a very good campaign to catch the attention of users and increase your subscriber base. This type of marketing solidifies the foundation upon which a business is built. Re-engagement emails add a personalised effect that garners and draws in subscribers to add to the list of sponsors and patrons. Just make sure they are ascribed in such a way so as not to be treated as spam messages.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”