In the spring of 2011, Limoges began to see a decline in the activity of its email list , which was initially associated with the seasonality of its market. However, as the results did not improve, in September they petroleum manufacturers email lists decided to implement some actions that at first might have seemed “drastic”.
The analysis carried out revealed a major deliverability problem that prevented Limoges from contacting users who were really interested in the brand. In addition, the email marketing tool they were using at the time did not have enough potential to provide highly relevant data for segmenting their database. Therefore, the first step was to change the ESP, in March 2012. Starting from this new ESP, the reactivation strategy was established.
The first thing was to justify it, since the proposed strategy involved a 55% reduction in the audience. This is a difficult step for any marketing professional, drastically reducing the size of their lists in favour of engagement . However, Limoges' reactivation strategy was offset by the acquisition of new subscribers to whom a welcome program would be applied, thus establishing a good foundation for the relationship from the start and optimizing engagement .
3 successive mailings were established in this strategy. By clicking on one of them, the rest were not received:
1) Promotional email with the 30% discount and the following content:
“We haven’t heard from you in a while. We’d love to have you back, so please accept this 30% off coupon for your purchases. This promotion is just for you, and it’s only valid for one week, so hurry up!”
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2) Interactive email. Since not all users respond in the same way to discounts, a second email was proposed in which interaction with the brand was more important:
Subject: (Name), we want to hear from you! Message:
“Your opinion counts. Which design do you like best?”
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3) Email with a direct request for subscription confirmation. If neither of the two emails achieved their objectives, a third email of a much more direct nature was sent with the following text:
“Dear Customer:
We regret to say that we have not heard from you in a while. We understand if you are no longer interested in the custom jewelry market, and we are prepared to remove you from our mailing list. You do not need to do anything, we will automatically unsubscribe you. However, if you would like to continue receiving our offers and new designs, please click here.”
