Reclaiming old or lapsed users

Two recent articles have been discussed regarding the reactivation of older address on your file. This is a common way to build or pad your list with subscribers that might have been left behind at some point.

This is a very common thought line for marketers, “What about the people I haven’t mailed to in over X months”, sometimes as far back as 5 years.

A few words of caution about these types of reactivation mailings.

  1. Use a subject line and body that tells people “We haven’t talked in a long time”, don;t just add them to your regular mail stream
  2. Make the first contact an Opt-in (very important!)
  3. Make them an offer they can’t refuse
  4. Sunset non-responders and remove all Bounces permanently
  5. Mail in batches, newest names on file first and work toward the oldest…
  6. Evaluate performance and stop once the ROI is too small to continue or the bounces and invalids increase beyond acceptable limits.

Recovering existing customers is generally an easy group to target when you deal with extra care and considerations.

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

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