"We've closed the door on you, so come in through the window!" Well, sales techniques have changed, and the foot-in-the-door method has thankfully fallen out of favor.
But still, when it comes to your email campaigns, the question persists: what should I do if my prospect doesn't respond to my previous email campaign?
Even if you've ticked all the boxes for the perfect email and followed all our recommendations 🙃, sometimes some of them don't get opened. This raises the thorny issue of non-openers...
You're not the type to ask for directions in the street ("I don't dare"), so a non-opener relaunch... My God, what a well-behaved child!...
And yet, if you do it the right way, it's a great way to re-engage your subscribers without penalizing your base.
Here are 4 tips for an effective non-recovery campaign that will boost your KPI's and conversions,
without being intrusive.
Tip 1: Select the non-roofers you want to contact 🎯
If you want to maximize the KPI's of your email campaigns, segment your base. In addition to the usual declarative segmentation (gender, geolocation, appetite for certain subjects), work on a behavioral segmentation of your leads.
Define sub-segments based on responsiveness to your campaigns. Adopt a more sustained communication frequency for addresses that have already clicked on your previous campaigns. On the other hand, don't be too insistent if the address is considered less responsive and colder.
For non-openers, the same principle applies. You need to exclude from your mailings targets that are too cold or unresponsive over the long term.
This approach will enable you tooptimize your KPI's and maintain controlled churn levels. Another benefit: you'll also be able to maintain your e-reputation with anti-spam filters.
Tip 2: Choose the right moment to follow-up with your non-recipients 📅
Just because we're in the communications business doesn't mean that the expressions "c'est pour hier", "ASAP" or "y'a le feu au lac" (more commonly used by our advertising friends in Quebec) should apply to everything. With non-openers, "qui va piano, va sano". So give your recipients time to receive and read your1st email. Sending a reminder too quickly could prove counter-productive, generating a certain amount of dissatisfaction among your prospects.
A bad flu, a honeymoon, a finger transplant or a social movement by the CGT electricity and the mailbox consultation becomes compromised and the opening of the email impossible. Ideally, we recommend that you wait at least 72 hours before re-contacting your non-openers. This leaves plenty of time for the graft to take hold and for the CGT to negotiate an agreement...
Tip n°3: modify your sending scenario... 📝
It's by emailing that you become an emailing specialist! For greater efficiency, base your campaign on the KPi's from the1st mailing, and modify it before sending the non-opener follow-up.
If your email wasn't opened, it may have been because the subject line didn't appeal? Did it arrive as spam? Timing that didn't match your target's opening habits?
To remedy this, change your subject line and/or send it at a different time (day/time ) from the original mailing.
Tip 4: Don't systematically resend all your campaigns 🚀
And if you had a light relaunch... To "retarget" correctly and limit the dissatisfaction synonymous with high churn, avoid systematic relaunches of your campaigns.
Concentrate on campaigns that are of real interest to your target group. If you're targeting prospects, carry out a non-opener relaunch on your highlights or particularly aggressive offers.
Next steps 🔍
Analyze the impact of your non-reopener follow-up: its positive impact on your KPI's or levels of attrition (churn, complaints, etc.) and refine your choices to keep your performance indicators under maximum control.
You can also refine your strategy and consider relaunching on openers/clickers or non-clicking openers according to your objectives.
If you want to maximize your sales, don't hesitate to re-solicit high-engagement targets on your email campaigns. You'll be surprised by the excellent results generated by these "reinforced" campaigns (open rate, reactivity rate, conversion rate, etc.).
In conclusion, whether we're talking about email or nightclubs, remember that you're always entitled to a second chance with non-openers. Just like Momo, the bouncer at Macumba, who will eventually let you in if you agree to replace your old Jordans with tasselled loafers, your non-opener will eventually let you into his mailbox if you follow these few tips.
Need analysis and support for your database management, segmentation and non-recovery strategy?
