NEW eBook - How to Awaken Sleepy Email Subscribers | Marketo

Please, check this eBook out below. 

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This ebook will walk through how to run a reactivation campaign in four steps:

1. Isolate your sleepy subscribers through engagement segmentation.
2. Test different content, offers, and language.
3. Think beyond a one-and-done campaign.
4. Give subscribers a way out.

Marketo writes in the introduction, "Building a subscriber list is fundamental to email marketing, but maintaining your list by keeping subscribers engaged is even more critical to long-term marketing success."
 
According to a study conducted by Return Path, over 25% of email addresses in company databases were classified as “inactive,” referring to email accounts that haven’t shown activity in 30 days or more. These people have raised their hand in the past—by previously expressing interest, purchasing a product, or otherwise engaging with your brand—but have since “gone dark.”
 
They’re the result of the valuable time and money that marketers spend to grab their attention in the first place. And given that it costs more to attract new customers than to keep existing ones, it’s vital to awaken these inactive, or “sleepy,” subscribers.
 
The best way to awaken your sleepy subscribers is to run a reactivation campaign, an email campaign, or multiple campaigns, specifically targeted towards “sleeping subscribers,” to get them to re-engage with your brand. These campaigns can take many forms, from direct requests to deals and offers. The most common reactivation method occurs via email, but with the rise of smartphones, tablets, and smartwatches, marketers need to strongly consider re-engaging subscribers over mobile as well.
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Source: Marketo