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Re-engage the unengaged with the Advanced Package for Communications Cloud

In a digital world, we are constantly competing for our audience’s attention. Between the billions of emails sent and received every day around the world, to the increase in digital platforms, there are any number of things that can distract your audience from your message.

So it’s hard enough to get the attention of your active audience, but even more so when subscribers have gone cold or are inactive for long periods of time.

It’s important to not take inactive subscribers personally – it happens for a number of reasons like moving to a different city, changing jobs or updating an email address. But having a strong re-engagement campaign can make all the difference in ensuring your digital strategies are effective. The main thing you need to worry about is that the content you’re sending is relevant and useful to the people who have subscribed to receive it.

Now, it’s easier than ever to re-invigorate an audience using GovDelivery’s re-engagement campaigns available in the Advanced Package for Communications Cloud.

Here’s how this works – The re-engagement campaign is designed to put some of your most popular, high performing topics in front of your subscribers. These subscribers indicated interest in your content at one point, but perhaps their interests have shifted slightly and they might find another topic more useful.

The Advanced Package for Communications Cloud automates the process of bringing passive subscribers back into your active audience group with these simple steps:

Step 1: Choose your audience

Select who you’d like to target from across your subscriber base. You’ll also define what “inactive” means to you, by using simple criteria options to set the length of time that has elapsed since a subscriber last opened or clicked in an email.

Step 2: Create a compelling email

The re-engagement campaign uses a bulletin template with a default message, however, you can change the message to suit your needs. You will also select the topics that you want to promote to these subscribers.

Step 3: Configure a landing page

When subscribers click on one of your suggested topics in the re-engagement email, they will be taken to a landing page where they can sign up. You can configure this sign-up page to maximise conversions. Try adding specific messaging and inserting a compelling banner image.

Step 4: Determine if the campaign is recurring

Choose whether the email should be sent once or monthly. If you make this email recurring, then the campaign will check your subscriber base on the same day each month to find all subscribers who match the “inactive” criteria you set – so you don’t need to worry about re-targeting people who have now become “active”. These subscribers will receive the re-engagement email. You will be able to pause or turn off the campaign at any time.

Step 5: Automate

With a well-timed, well-aimed automated re-engagement campaign, you can appeal to subscribers before they go cold. In addition to keeping your subscriber base active, this method also comes in handy when you want to delete an old topic. By letting subscribers opt in to a newer topic subscription, you can ensure they continue to receive updates relevant to them.

Re-engagement campaigns are easy to monitor and update whenever you want, and are repeatable for various audiences. It’s important to continue updating your digital engagement strategies based on what’s working and what’s not. You’ll then get better at captivating your audience and keeping them active and engaged in your content.

For more tips on digital engagement or to set up an automated re-engagement campaign, have a chat with our experts. Email