Over time subscribers may lose interest in the content they receive or may abandon their email addresses. When this happens, we recommend reaching out to these subscribers to see if they're still interested in remaining on your list. If they are, great! If not, remove them and send them on their merry email way.
This practice keeps your mailing list healthy, and your engagement rates accurate! At FeedBlitz HQ, we call this list hygiene.
Now you can easily delete these subscribers from your list based on their last engagement with your emails, however, we recommend working through a re-engagement campaign to see if any subscribers are still interested in remaining on your list.
We're going to create this re-engagement campaign using a recipe to jump-start the process. Recipes lay down the bones of a funnel campaign for you to easily add, edit and remove items.
Key Steps Steps in Creating a Re-Engagement Campaign:
Let's get started!
1. Select the Campaign and Settings
We're going to start a New Campaign and select Funnel:
Then give your re-engagement campaign a name and brief description. It's important to know that a subscriber will see the name of the campaign if they unsubscribe from one of the emails.
Continue to edit or confirm the envelope settings (these will default to your original settings, but you're always welcome to change them if you prefer), and adjust the tracking if needed before clicking Next to continue building your funnel.
2. Choose the Recipe
The next step is your Content. As mentioned above, we're going to start with a recipe since there is already one in place for a re-engagement campaign.
Selecting the re-engagement campaign recipe takes you to the following screen:
3. Edit Your Content
You'll see you have the “bones” of your re-engagement campaign already laid out for you. There's three emails set up, each with a time delay in place.
When you hover over any of the emails, you'll notice the pencil icon appear to the right. Hit this icon to edit the email and continue working on your funnel.
When you select the pencil icon, the following box will appear:
Here you can change the subject line, quickly change the template, see a preview of the content of the email, then continue to edit, preview or test the email.
To add your content, click to edit the email:
And the email editor will appear:
We dropped a few tips on content to include in your re-engagement campaign emails, but it's entirely up to you the content you send to your readers.
When writing your copy, keep in mind your goal with this campaign. Catch the attention of those who are still interested in remaining on your list while gracefully sorting through those who aren't.
This is a good thing, clearing away people who are no longer actively engaging with your mailings. Without this weight, your open and click rates will increase, and you won't be paying for people not reading your content. Think of it as de-cluttering for your email marketing.
Go through and edit the content for each email, addressing the stage of the funnel.
A quick rundown of the emails to help your content is:
Email 1 - Warm subscribers up. Let them know you've noticed they may not be interested in your content anymore and gently ask if they are interested in staying, let you know by clicking the below link. (Possibly offer different mailing schedules if you have the lists in place to offer that.) Mention you'll be cleaning out your list at the end of the week and only subscribers who let you know they want to stay (by clicking the link) will remain on the list.
Email 2 - Urge them to head the warning. Offer a second chance for subscribers to click to stay on your list or choose a different sending schedule. Maybe they missed the first email? Maybe they got sidetracked? Remind them you'll be removing subscribers at the end of the week who don't click the link to stay.
Email 3 - The farewell email. For the remaining subscribers, let them know they're being removed from your mailings. Mentioning you don't want to clutter their inbox if they're no longer interested in your content is always a great way to phrase this. (This is the email version of: It's me, not you.) Thank them for their initial interest and direct them to your website if they decide in the future to rejoin your mailing list. It never hurts to offer the link to stay one more time in this email for any stragglers.
4. Create a Thank You Page
We're going to pause working on our funnel sequence to create a Thank You page for subscribers who choose to remain on your list.
You can create this page before you start working on your campaign in FeedBlitz. You'll need the link to the page before continuing on to Step 5 below.
Log into your website and add a page thanking those who have chosen to stay on your list, even possibly offering a surprise download (not mentioned in your emails) as a token of your appreciation. This page doesn't need to be listed in your site menu, but it does need to be live and public.
Grab the URL for this Thank You page and hop back over to your re-engagement campaign in FeedBlitz.
5. Add a Condition
The goal of this campaign is to remove inactive subscribers from your list automatically. To do this, we'll set up a condition based on the action your subscribers take to remain on your mailing list, i.e. when a subscriber clicks your link saying YES! I want to stay on your list, they're automatically moved back to the active mailing list.
Hint: The link people can / will click in your emails is the link to the Thank You page you just created on your site!
We're going to show you the basic steps and the structure on how to do this, but a few details will depend on your specific campaign. (Don't worry, we'll point those parts out as they come up.)
Returning to your re-engagement campaign, select New Step at the bottom of your campaign:
You'll see the following pop-up:
We want people who have clicked to remain on your list to be removed from this funnel and moved back to the main list before the next email goes out. For that to happen, we're going to create a new step to take place after the first email is sent, but before the next email is set to go out.
Email 2 goes out 3 days after the first email, so we'll name this step Stay on List and set it to take place 2 days after the first email. This will give subscribers a few days to click the stay link and will move anyone around before the next email goes out.
Hit Save Step and you'll see your sequence has updatetd with the New Step added between Email 1 and Email 2:
Now that we have our step, let's add our condition to it. From the Send Mail drop-down, select Change a Subscription.
We want two things to take place:
- Add a subscriber who clicks the stay link back to your mailing list.
- Remove that subscriber from the current funnel.
When you click Change a Subscription from the drop-down menu above, you'll see the List Action Editor appear where you will choose Add New List Action.
The action will default to Subscribe to: and list the name of the funnel you're currently working on.
However, we want the subscriber to be added back to their original mailing list, so choose the original list from the drop-down:
OK, now we have what we want to take place set, we're going to tell FeedBlitz when to make that happen by creating the condition of when this action should take place.
Select New Condition:
The default is set to Tag / Custom Field, however, this condition is based on an action the subscriber takes (clicking the stay link), so we're going to change it to Subscriber Activity from the drop-down.
You'll then see the List Action Editor update with a new box of information. Reading the pop-up like a sentence, you're telling FeedBlitz you want the subscriber to be: Subscribed to ___ mailing list, when the subscriber ___ in ____ email.
The action defaults to opened, so first, change that to clicked from the drop-down menu.
Next you'll make sure the email listed is the most recently sent email. Continuing the sentence as ..... Subscribe to ___ list when the subscriber clicks in ___ email.
In the next blank, you'll let us know exactly what link they have to click on for this to happen. This will be the URL of the Thank You page you previously created, in other words your Stay on List link.
Congratulations! You've added your first condition. Reading it as a sentence, you have told FeedBlitz to:
Subscribe [subscriber] to __ mailing list, when they click a link in __ email, and it must be _your thank you page's_ link.
Now that we have the subscriber who wants to stay added back to the main list, we'll need to set up a condition to remove them from the re-engagement campaign when they click on the same link.
Start with Add New List Action:
We're then going to repeat our steps but instead of Subscribe to __ mailing list, we'll say Remove from __ name of the campaign.
Hit Save Changes and your sequence will be updated with these conditions as highlighted in red below:
We're going to repeat this Stay on List step to take place after emails 2 and 3, and to save time, we'll start by cloning the conditions you've just created.
In your Stay on List step, select the clone icon to the upper right of the box:
When your cloned step appears, be sure to edit the time it takes place, the name, and the conditions (switch the email in the drop down for each condition to reflect the email sent immediately before).
After updating the time and conditions, publish your entry for it to be live in your sequence.
Your completed re-engagement campaign will resemble something like this:
Be sure to test your funnel to check how everything looks and to ensure your Thank You page is linked correctly. When you're all set, Hit Next Step to be taken to the campaign's Dashboard.
6. Move Subscribers to Begin your Campaign
Now you're ready to move inactive subscribers from your mailing list into the campaign to start the funnel.
Select the mailing list you'd like to work with by choosing Subscribers > Lists from your left-hand menu.
This list should be the same list you chose for subscribers to be Subscribed To when they click the link in your emails.
In your mailing list, navigate to the Subscribers drop-down and select Assign to a List:
The next screen will appear with a lot of options on what you can do with your subscribers. Let's walk through the key elements of this screen as it relates to your re-engagement campaign. We've pointed out the areas with red arrows to make it easier to follow along:
- Which list will be changed? Here you want to select the name of your re-engagement campaign. If you read up on the screen just a bit you'll see the sentence “Change a different list based on people active subscribed to ____.” Step 1 is saying we're taking subscribers on the list we're currently on (List A) to make changes to our re-engagement campaign (List B) by adding people to it.
- What do you want to do with them? Here you can choose to copy subscribers to a list or move them over to a list. Select Move to move the chosen subscribers over to your re-engagement campaign. This removes them from the current list and reduces the need to go back and manually filter emails out to be removed at the end of your campaign.
- Which subscribers should be included? This is where you let us know who's being moved into the re-engagement campaign. For this purpose, we're going to go by Engagement Criteria and choose Inactive, then enter the date of how far back you want us to check. We recommend at least 60 days, but it is entirely up to you.
When you're all set, hit Next Step: Review to be taken to a summary of your subscriber transfer:
Confirm everything looks OK in your review page and hit Start Process.
On this screen, you'll see our caution about moving subscribers into a funnel where the first step is set to send immediately. Don't worry, we've already taken care of this for you in the re-engagement recipe — this is why your first email has an hour delay.
When the transfer is completed, you'll receive an email to your account, and your re-engagement campaign will start sending as scheduled.
And that is how to create a re-engagement campaign in FeedBlitz! Once you have on set up, you can easily repeat the process, moving a new group of subscribers into the campaign as often as you'd like. For larger lists, we recommend every 90 days and for smaller lists, every 6 months or so.
As always, if you have any questions, please don't hesitate to let us know. You can find all of our great support resources and how to get in touch with us via email, chat or phone on our Support Page.