My Top Reactivation Tip for The Holiday Season

With Black Friday just around the corner, it's crucial to reactivate as many subscribers on your list as possible. While it might be too late to start new testing, you can look back at your data to identify which campaigns in the last 12 months activated an above-average number of subscribers. Where possible and appropriate, send out those message types in the next 7-10 days. Reactivated customers can generate up to 5x more revenue than inactive segments.

Immediate Reactivation Opportunity

Instead of relying solely on periodic reactivation campaigns, focus on analyzing past data to identify successful reactivation campaigns. Look at your email campaigns over the last 12 months and pinpoint which ones reactivated a significant number of subscribers. This analysis can help you identify which subject lines, offers, mailing frequencies, days of the week, and times of the year were most effective.

The chart above shows the volume of opens by week, indicating how many subscribers are opening for the first time and how many are repeat openers. Some weeks (e.g., week 8) generate above-average reactivations, while others (e.g., week 15) generate very few. Every new opener shown as dark green is reactivated.

The chart above shows the percentage of open volume, making it easier to compare mailings. Identifying mailings that deviate from the norm allows you to pinpoint tactics that effectively get non-openers to open for the first time or encourage past openers to engage again.

Practical Tips for Reactivation

1. Replicate Successful Campaigns: Identify past campaigns that reactivated a significant number of subscribers and replicate them where possible. This could include large discount emails or surprising elements like a message from the CEO that generated high reengagement despite low opens or clicks.
2. Mix Things Up: Regularly change your email frequency, subject line length, time of day, or day of the week to reactivate inactive subscribers. However, avoid making changes too frequently, as this can become the norm.
3. Analyze Trends: Identify mailings that deviate from the norm to pinpoint tactics that effectively get non-openers to open for the first time or encourage past openers to engage again.
4. Test Hypotheses: Develop and test hypotheses based on your findings to see if you can reproduce successful reactivation tactics. Use these tactics regularly to reduce your inactive file and improve overall engagement.

By implementing this urgent strategy now, you can make a significant difference in your email campaign performance just in time for Black Friday. If you have any questions or need further assistance, feel free to use the calendar link on my profile to book a call.

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