Build a mailing list segment of people who haven’t been responsive to your last five emails to them, and then send them a special offer and ask them what they are looking for but haven’t seen. You can get very valuable feedback and advice, and generate leads that were otherwise unresponsive. Consider this a different type of leadnurturingcampaign, customized to an unresponsive set of leads or prospects.
In one test, a re-engagement email was sent to otherwise inactive contacts that included a final offer and asked them for feedback on what they’d received so far. Almost 5% of those emailed “woke up” and became actively engaged in some way, by responding to the question or following through on the offer. While that may not seem like a great number, these were previously inactive subscribers, and so were basically dead weight on the mailing list. By getting some action out of them, they were more valuable than before, and the marketer was able to remove the other emails from the list, maintaining list health and reducing the cost of future campaigns.
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