Is your email list feeling a bit… stale? Don’t worry, you’re not alone. Even the most carefully curated lists can lose their spark over time. Certain subscribers may lose interest, change email addresses, or simply ghost your content. That’s where reconfirmation campaigns come in to save the day.
These campaigns are your secret weapon for ensuring your list is packed with subscribers who actually want to hear from you. By running a reconfirmation campaign, you’re not just boosting deliverability and engagement—you’re also staying on the right side of email marketing regulations.
Ready to learn the ins and outs? Let’s dive in!
What is a reconfirmation campaign?
Think of a reconfirmation campaign as a “Do you still like me? Check YES or NO” note for your email list. It’s your way of asking subscribers if they still want to receive emails from you, making sure everyone is still interested in what you’re sending.
The main goal? Cleaning house. Over time, it’s natural for some subscribers to lose interest or forget why they signed up in the first place. By asking them to reconfirm, you’re separating the engaged from the disengaged. This not only boosts your engagement rates but also keeps your sender reputation squeaky clean. And trust us, a good reputation is key to landing in inboxes instead of spam folders.
When to run a reconfirmation campaign
So, when should you hit that re-confirm button? Here are some prime scenarios:
1. Engagement nosedive: If your open rates or click-throughs are taking a dive, it might be time to separate the engaged from the not-so-engaged.
2. Playing by the rules: Email regulations like GDPR and CAN-SPAM are no joke. A reconfirmation campaign helps you stay compliant and avoid any legal headaches.
3. Spring cleaning: If it’s been a while since you’ve tidied up your list, a reconfirmation campaign can help you start fresh.
Unsure if you should run a reconfirmation campaign? You can reach out to the GetResponse Compliance Team for advice on this email address:
gr-compliance@cs.getresponse.com
Benefits of running a reconfirmation campaign
You might be thinking, “Won’t I lose subscribers?” Well, maybe. But here’s why that’s not necessarily a bad thing:
Improves email deliverability
One of the biggest perks? Better deliverability rates. When your list is full of inactive subscribers, your engagement metrics take a hit. Low engagement can make email providers think your messages aren’t valuable, increasing the chances of landing in the dreaded spam folder.
By running a reconfirmation campaign, you’re actively weeding out the inactive subscribers. The result? Higher engagement rates and a healthier sender reputation. That means more of your future emails are likely to land where they belong—in your subscribers’ primary inboxes.
Enhances engagement rates
Here’s the deal: when you run a reconfirmation campaign, you’re essentially asking subscribers to make a choice. Stay or go. While it might seem risky, it actually works wonders for your engagement metrics. Why? Because the subscribers who choose to stay are the ones who genuinely want to hear from you.
Think about it—engaged subscribers are more likely to open your emails, click on your links, and even make purchases. Higher engagement doesn’t just help you hit your marketing goals; it keeps your entire email list in tip-top shape.
Ensures compliance with regulations
Staying compliant with email marketing regulations isn’t optional—it’s a must. Laws like GDPR and CAN-SPAM require explicit consent from individuals to send them marketing emails. Ignoring these can result in hefty fines and a damaged reputation.
A reconfirmation campaign is your straightforward ticket to ensuring you have the necessary consent to keep emailing your subscribers. It’s like an insurance policy for your email marketing strategy, keeping you safe from legal troubles down the road.
How to plan a successful reconfirmation campaign
Ready to kickstart your reconfirmation campaign? Let’s break it down step by step.
Analyzing your current list
Before you dive in, take a good look at your current list. Who hasn’t opened your emails in a while? Start by segmenting your list based on subscriber activity. Look for people who haven’t engaged in the last 3 to 6 months—these are your prime candidates for a reconfirmation campaign.
By targeting these potentially inactive subscribers, you’re making sure your campaign is as efficient and effective as possible. Plus, you can tailor your message to speak directly to them, increasing your chances of re-engagement.
Did you know? GetResponse automatically scores your subscribers’ engagement on a 1 to 5 scale, where 5 marks your most engaged subscribers.
Crafting your reconfirmation email
Your reconfirmation email is your chance to shine. Here’s what you need to include:
1. Eye-catching subject line: Make it impossible to ignore. Try something like “We Miss You! Confirm to Stay Updated” or “Don’t Miss Out! Click to Keep the Good Stuff Coming.”
2. Clear and engaging content: Keep it short, sweet, and to the point. Remind subscribers why they signed up in the first place. What value are they getting? Highlight the benefits of staying subscribed and make your call to action crystal clear.
3. Simple call to action: Make it easy for subscribers to say “Yes!” Use buttons or bold text to make your CTA stand out. “Yes, Keep Me Subscribed!” or “I’m In!” work well.
Choosing the right incentives
Want to sweeten the deal? Offer something valuable in exchange for staying on your list:
- Discounts or special offers: A limited-time discount can be a great motivator.
- Exclusive content: Offer access to a special report, ebook, or webinar only for subscribers who reconfirm.
- Freebies or giveaways: Who doesn’t love free stuff? A small freebie or entry into a giveaway can be a powerful incentive.
By crafting a compelling email and offering the right incentives, you’re increasing the chances that subscribers will choose to stay on board, boosting your engagement and keeping your email marketing efforts on track.
Executing your reconfirmation campaign
You’ve got your plan—now it’s time to put it into action.
Timing and frequency
Timing is everything when it comes to re-confirmation emails. You want to catch your subscribers when they’re most likely to engage. Here are some best practices.
1. Find the sweet spot: Dive into your email analytics. When do your emails usually get the most opens and clicks? For many businesses, mid-week (Tuesday to Thursday) and mid-morning (around 10-11 a.m.) work well. But your audience might be different, so check your data!
Did you know? GetResponse’s Perfect Timing feature optimizes email delivery by sending each email at the subscriber’s most likely time to open and click, based on their past behavior.
2. Don’t overdo it: Bombarding subscribers with emails is a surefire way to annoy them. Aim for a series of 2-3 re-confirmation emails over 1-2 weeks. Start gentle and ramp up the urgency in later emails.
3. Consider past behavior: If a subscriber has consistently engaged with your content during a specific time of year, try to align your reconfirmation campaign with that period.
Providing a clear call to action
Your CTA needs to be crystal clear. Here’s how to make it pop.
1. Be direct: Use clear, action-oriented language. “Yes, Keep Me Subscribed” or “Stay on the List” leaves no room for confusion.
2. Make It stand out: Use contrasting colors or bold text for your CTA button. The easier it is to spot and click, the more likely subscribers are to take action.
3. Keep it simple: Avoid overwhelming subscribers with multiple actions. Focus on one primary CTA that guides them to reconfirm. Any additional options, like unsubscribing, should be less prominent.
Preparing for different responses
Not everyone will respond the same way to your reconfirmation campaign. Here’s how to handle different scenarios.
1. The “Yes” crowd: For those who choose to stay, send a warm “thank you” email. Consider throwing in a small incentive as a token of appreciation.
2. The unsubscribers: Respect their decision and make the unsubscribe process smooth. Use this as an opportunity to gather feedback—it could provide valuable insights for improving future campaigns.
3. The non-responders: If a subscriber doesn’t respond after your final re-confirmation email, it’s time to remove them from your active list. But don’t slam the door shut—send a final email letting them know they’ve been removed but can resubscribe anytime.
By planning for these different responses, you’re setting yourself up for a well-managed, healthy subscriber list.
Examples of great reconfirmation campaigns
Below you can find three effective reconfirmation email examples that brands have used to re-engage inactive subscribers. These examples demonstrate different approaches, from offering incentives to using clever copy and design, to encourage subscribers to stay engaged.
Urban Outfitters: The breakup email
Urban Outfitters uses a playful and emotional tone with their re-confirmation email, using the subject line “Are we seriously breaking up?” This email is designed to resonate with the idea of a breakup, making it relatable and engaging. The email uses fun CTAs and reminds subscribers what they might miss if they leave, which can prompt them to re-engage with the brand.
Why it works:
- Emotional appeal: Tapping into the emotional aspect of “breaking up” makes the email relatable.
- Creative CTAs: Fun and engaging calls-to-action encourage subscribers to stay on the list.
Crocs: A Clear and direct approach
Crocs uses a straightforward approach by offering a $10 coupon in their reconfirmation email. The email is visually simple, using bold text and a clear message hierarchy to communicate its intent. At the bottom, they mention that if the subscriber doesn’t respond, they may be removed from the list, creating a sense of urgency.
Why it works:
- Direct and simple: Clear messaging and a straightforward offer make it easy for subscribers to understand what’s at stake.
- Urgency: Mentioning potential removal adds a sense of urgency, prompting quicker action.
Framebridge: Last chance to stay
Framebridge uses a “last chance” approach in their re-confirmation email. The email is straightforward, with the subject line “Goodbyes are hard…” indicating that this might be the last communication unless the subscriber decides to stay. This direct approach often pushes subscribers to make a quick decision.
Why it works:
- Clarity and finality: Being upfront about the consequences of not engaging makes the message clear.
- Call to action: A strong, final CTA gives subscribers one last opportunity to stay engaged.
Post-campaign analysis and list management
The campaign’s over—now what? It’s time to crunch some numbers and tidy up your list.
Analyzing the results
Time to put on your detective hat and analyze your campaign’s performance. Here are the key metrics to watch:
1. Open rate: How many subscribers opened your re-confirmation emails? A high open rate suggests your subject lines and timing were on point.
2. Click-through rate: This shows how many subscribers clicked on your CTA. A strong CTR means your email content and CTA were compelling.
3. Conversion rate: What percentage of subscribers completed the desired action (like confirming their subscription)? A high conversion rate = successful campaign.
4. Unsubscribe rate: Keep an eye on how many people jumped ship. A high unsubscribe rate might mean your content wasn’t hitting the mark or you sent too many emails.
5. Bounce rate: This shows how many emails couldn’t be delivered. A high bounce rate suggests your list needs some serious cleaning.
Cleaning your list
Now it’s time to roll up your sleeves and clean that list.
1. Say goodbye to the unconfirmed: If subscribers didn’t confirm their interest, it’s time to let them go. Keeping unengaged subscribers can hurt your sender reputation and deliverability rates.
2. Update your database: Make sure all contact info is up-to-date. Remove any hard bounces and unsubscribes from your list.
3. Segment your list: Consider further segmenting your list based on engagement levels during the campaign. Create groups for highly engaged subscribers, moderately engaged, and those who didn’t respond but didn’t unsubscribe. This will help you target future campaigns more effectively.
Did you know? You can use automations for automated list cleaning and segmentation.
A clean list is key to improving your email deliverability and ensuring your messages reach those most likely to engage.
Best practices for future list maintenance
Maintaining a healthy email list is an ongoing effort, not a one-time task. Regularly segment your audience to keep your content relevant and engaging, ensuring that each subscriber feels personally addressed. Periodic re-confirmation campaigns help keep your list fresh and compliant with regulations, while also allowing subscribers to update their preferences as their interests evolve.
Above all, focus on delivering consistent, high-quality content that resonates with your audience. Understand their needs, mix up your content formats, and always set clear expectations. By doing so, you’ll build a loyal subscriber base that remains engaged and responsive, setting the foundation for a successful email marketing strategy.