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Welcome, reactivation, retargeting: The 3 basic emailing scenarios!

In a series of three articles written for the Sparklane blog, I reviewed the three email marketing scenarios to have a solid eCRM strategy. While in these three articles I've mainly developed an angle dedicated to the B2B world, the advice given can be relevant to everyone. So here's a summary of the main points 🙂

Welcome scenario: the "must have"!

This is the holy of holies, the one you can't avoid! Here is a small selection of "basic" advice:

  • No "technical" confirmation It is essential to generate value from the start. Your first welcome email must be action-oriented, it must make people click.
  • Differentiate between customer and prospect A first-time buyer has nothing to do with someone who has validated your newsletter registration form, or worse, who has played a contest. The prospect needs proof that he can trust you, while the customer, who has already taken the most complicated step, needs to be able to discover your entire range of products and services.
  • Send your emails in "real time : In any case, for the very first step of your welcome program, it is crucial. Your confirmation email (first purchase or newsletter subscription) is highly anticipated! If it doesn't arrive quickly, you risk going out of your recipient's field of vision.
  • Capitalize on the information collected at registration Whether it's declarative (form fields, products purchased, ...) or contextual (source of acquisition, website, browsing history, ...), you should customize your welcome scenario with the data at your disposal.
  • Got a lot to say? Save some for the next steps While you need to provide value up front, you also need to keep some under your belt. Rather than doing a mile-long first email, try to spread the info over several emails.
  • Don't just think email You've collected an email address, and that's a good start. But don't limit yourself to that one. Don't be afraid to try to capture other contact points during your welcome cycle.
  • Your newsletters and promo emails can wait If your welcome program is well done, you should not (necessarily) start sending out your promo emails and other newsletters until the cycle is over.
  • Play the unsubscribe card : Yes, from the beginning. By showing your openness on the subject, you should reassure the few recipients who would not be convinced by your messages, and avoid frustration to those who do not want to see more.

Reactivation: to avoid ending up with 2% of opening and all your emails in spam

Email inactivity (lack of opens and clicks) can have many reasons (disinterest, spamming, irrelevant content, ...) and cause annoying consequences (poor deliverability, decreased revenues, ...). This is a scenario that is too widely ignored. Most of the time, inactivity management is about segmentation, rarely about marketing automation. A big mistake!

Reactivation AND deactivation

The temptation when setting up a strategy to reduce the number of inactives is to hesitate between reactivation (pushing "crazy" promotions to try your luck) or deactivation (putting the addresses aside, and only shooting them in exceptional cases). In fact, both should coexist and be executed "as you go".

Here are some things to keep in mind:

  • The reactivation work should start from the 3rd month of inactivity (in B2C at least) and the ideal is to end with a deactivation after 6 to 7 months.
  • It is not necessary to bet everything on the promotion, a change of tone is often to be preferred
  • Consider offering a reduction in marketing pressure (and definitely not the opposite)

I had wrote an article here a long time agobut which is still largely relevant today.

Retargeting is queen!

It seems that a picture is better than words, so here is a diagram that summarizes the principle of email retargeting!


And a few remarks about this one:

  • There is more to life than an abandoned basket Retargeting: many other events can be a good reason to send a retargeting email (Visit of one or more pages; Return after an absence of visit; Frequent visits; Visits on a category of pages/products; Filling a form; Abandoned form; ...)
  • Mention the trigger in your email This adds context, and above all a very interesting level of personalization, for example: Following your visit to our website; Don't forget to validate your basket; It's been a long time since we had your visit on our site; Was our white paper interesting?
  • It's not just about sending emails Why not automatically try to feed a Custom Audience from Facebook?
  • Don't be tempted by systematic promotion A little help is sometimes enough, no need to cut into your margin too quickly.
  • Don't forget to optimize and do AB testing 😉
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