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Step 2: Creating The Reactivation Messages

This is the part where you customize the reactivation process for your own campaign.

The planning and writing of the messages you'll send is up to you. But we'll offer you some advice to get started with.

When writing your reactivation messages, keep in mind:

  • They're meant to rekindle interest in your brand, so they'll need to be compelling. What's the biggest benefit someone gets from doing business with you?

  • If there's one thing a reader should learn from these emails, it's that. So highlight it. Explain it. Show pictures and testimonials. Make it as obvious as possible.

  • You'll need killer subject lines. Most of the people you're sending to haven't opened a message in quite a while, so to get them to open this one, you'll have to write a subject line that's irresistible.

  • In the case of reactivation emails, it may be worth spending almost as much time rewriting and perfecting your subject line as you spend on the emails themselves.

  • Someone who hasn't seen your emails in awhile probably doesn't know about any new products or features you're offering. And there's a chance those new offerings are exactly what they're looking for. So you may want to feature them.

  • Maybe the problem isn't your brand after all – maybe it's email altogether. With the proliferation of messaging mediums, it's possible some of your subscribers have chosen to focus their attention elsewhere.

  • So you may want to offer ways to find you on other platforms. Link to your RSS feed so they can follow

you in their reader, or invite them to your Facebook page or Twitter profile.

If you still aren't sure how to get started, you may want to take a look at these reactivation emails sent from a few different companies.


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