Using personalization, behavioural targeting, and subject line optimization in reactivation email series for an e-commerce brand achieves 65% transactions from the inactive base
5. why it matters
- Hurts deliverability and inbox
placement
- Affects email reputation
And most importantly..
- There’s potential revenue in
this inactive list that is
untapped
CASE STUDY OF
11. These are more valuable to you.
(If they transacted before, chances are they will transact again)
Inactive
transacted
users
Inactive
Non
transacted
users
CASE STUDY OF
12. 1
2
3
Plan a 3 part email series to bring back the
inactive Transacted subscribers
CASE STUDY OF
13. Include a subject line
that will make customer
sit up and take notice
Do you remember what you did on
12 November 2014?
EMAIL 1
12 November 2014 is the date the customer has transacted
CASE STUDY OF
14. Strategy 1: Curiosity + Incentive
Subject line
EMAIL 1
CASE STUDY OF
Do you remember what you did on
12 November 2014?
18. Still doesn’t get your customer to open the email?
Don’t give up (yet)
Email marketers give up on inactive customers too soon*
Plan a third (final) email a week later
*ReturnPath study 2014
CASE STUDY OF
19. Strategy 3: Curiosity + Incentive + Emotional touch
It all started from <Join Date> ..
Subject line
EMAIL 3
CASE STUDY OF
20. Subject line optimization
Personalization
Behavioral targeting
Advanced user attributes (Subscription date, Transaction date)
CASE STUDY OF
Highlighting some elements used in the Reactivation email series
Text based simple email
21. [NAME],
Something’s amiss
It all started from
[JOIN DATE]
Do you remember what
you did on [TDATE]?
It works!
3 part email series to TRANSACTED INACTIVE USERS
CASE STUDY OF
22. Wait!
There’s more.
Plan a 3 part email series for
your non-transacted inactive
subscribers as well
(Get them to speak up and understand why they snoozed on
your emails)
CASE STUDY OF
23. EMAIL 3
EMAIL 2
EMAIL 1
Subject line:
[NAME], Something’s amiss
Subject line:
It all started from [JOIN DATE]
Subject line:
Are you angry with us?
3 part email series to NON-TRANSACTED INACTIVE USERS
CASE STUDY OF
24. [NAME],
Something’s amiss
It all started from
[JOIN DATE]
Are you angry with us?
3 part email series to NON-TRANSACTED INACTIVE USERS
It works!
CASE STUDY OF
25. Results of Reactivation plan for Jabong International
- 104% increase in open rates from potential inactive
transacted subscribers (zoomed from regular average of 4.5 to 9.2%)
- Successful in reactivating 31% of the inactive subscriber base
- Achieved 65% transactionsfrom the of transacted inactive users who got
reactivated*
*Source: Client
CASE STUDY OF
26. It has been great working with your team. netCORE Consultants
helped us greatly by improving customer engagement and
enabling us activate our inactive users. The team comes with
great energy and smart brains.
Sneha Tikoo
Assistant Manager, Jabong Intl
CASE STUDY OF
Client Testimonial
“