Re-engage with unsubscribers
So someone clicked that link and unsubscribed from your email campaigns…
It’s a metric all marketers hate to address, but also a necessary part of good email marketing. It’s better to have loved and lost, than to keep sending to an unengaged reader.
However, with the new Facebook audience tools, there may be a way to interact with the people that have dumped you, without being seen as an intrusive spammer.
For those who haven’t read up on these new tools yet, I’ll break it down simply and quickly:
- Upload a list of email addresses
- These are hashed and matched up to their counterparts on Facebook or Twitter
- Your sponsored ad/tweet will only appear to the people who you have specified in said list
There are further tricks you can apply, but this is the simplest form of using the tools.
This means you can use your suppression list of unsubscribers, or segment a list within your Email Marketing Platform to include people that haven’t opened in a few months or haven’t engaged as much as you wanted them to.
You can then export that list and use it to re-engage recipients with your brand through social media. This is particularly beneficial for recipients who are more open to engagement via social media, compared to via email communications.
By using segmentation you will also be able to control the amount of people you are sending these ads to.
Segmenting to smaller lists means that it removes the need to target people who may already be interacting with your brand, as well as reducing the costs of sending ads to your entire database.
Any good ESP will offer a Facebook data capture tools, which also means that when people visit your Facebook page, they can re-subscribe with a couple of clicks.
Facebook data capture tools have the added benefit of providing you with enriched data. You can pull a whole host of information such as birthday, number of Facebook friends and location. As it is pre-populated, you won’t lose people by them having to fill out lengthy sign up forms.
So if someone has unsubscribed, or isn’t engaging, it is now possible to connect with them on social media and make them love you again!