Director, Research and Analytics American Friends Service Committee
Hey there, we haven’t heard from you in a while.
Do you not want to receive our messages anymore?
Do we have your contact information right?
These three prompts all have two things in common. They are found in nearly every email reengagement series, AND they all advertise the lack of engagement a supporter has with your organization.
But are these truly the right questions to ask?
Rather than putting a subscriber’s disinterest on display, we should be showing supporters why they subscribed in the first place. Remember, it is not our subscriber’s responsibility to engage with us. It is our responsibility to engage with them. This doesn’t mean we should continue to send messages to people who are unengaged; it means we need to ask better questions and provide better content to keep them interested, and it also means that sometimes we need to give our readers a break.
We’ll show how World Animal Protection reengaged supporters by giving its unengaged subscribers a break in messaging before unsubscribing them, keeping supporters with giving potential on its file while maintaining deliverability.
Learning Objectives:
Apply best practices in reengagement
Know what changes are needed to your own reengagement series
Segment messages based on new engagement approaches
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