2. Reactivation
What is email reactivation?
Who gets sent the email(s)?
|WDM: People who had not opened an email
for at |
||
|least six months.|
3. Reactivation
Subject: Have we offended you?
Hello Glyn,
It looks like you're not opening our emails. We'd love to
hear why.
We want to send you emails that are relevant to you and
we certainly don't want to spam anyone. Please click on
the link below that most represents how you feel about
our email list.
4. Reactivation
* I do read your emails.
* I don't know who you are and why you are emailing me.
* I don’t have time to read your emails at the moment.
* I don’t receive emails from you that interest me.
* I can't read your emails properly.
* I don't normally read emails from organisations.
* You send me too many emails.
* You don't send me enough emails.
* Something else.
5. Reactivation
If you want to stay on the list you don't need to do anything.
But if you want to unsubscribe, we totally understand. All you
have to do is click this link.
Thank you for your support.
Best wishes,
Pontus Westerberg
Web officer, World Development Movement
6. Reactivation
Open rate: 17% - higher than list as a whole
Click through rate: 11% - higher than list as a whole
Unsubscribed immediately - 2.8%
Some complaints
|'How did you know?'|
|Many not realise it was an email list|
|Being monitored / tracked|
7. Reactivation
* 47% said they don't read emails because they don't
have time.
* 30% said that they do actually read our emails.
* 6% said 'who are you?'
* 4% said we send too many emails
* 2% said they don't read emails from organisations
* 1% said our emails were boring
8. Reactivation
Views and suggestions
Subject line was popular
Many false negatives: people reading emails on
Blackberries, not downloading images, having
images turned off by default etc.
Abrupt opening to the email.
'No time to read emails' = 'your emails aren't
interesting enough to me' ?
9. Reactivation
Improvements
Tone: "how can we improve so we get you involved
again" rather than "you haven't been active..."
Data to use: not clicked in past six months and not
taken campaign action. Ask for feedback on the
campaign and why not got involved.
Surveys about email communications.
Change unsubscribe process - give people more
options.
10. Reactivation
Those that didn't respond:
Do you want to renew your subscription to
WDM emails?
|Yes / No|
Your subscription to WDM emails expires
soon.
|Yes|
16. Segmentation
Previous donor
Not opened first email - different subject line and
more detail about the campaign
Opened first email but not clicked - much longer
email, more detail
Clicked but not donated - thanked again for previous
donation
17. Segmentation
Not previous donor
Did not open first email - really short email, focus on
the difference they could make donating
Opened first email but not clicked - no reminder
Clicked but not donated - if taken action on similar
issue, thanked and explain how linked
19. Segmentation
Future plans
Fundraising emails start with thanks again, Glyn, for
your donation of £x.
Special update emails - tailored to include a
paragraph about each of the things they've done.
Campaign emails - people who have taken every
email on a campaign will get a couple of extra
paragraphs in an email about the campaign. Shorter
emails for others.
