If you're planning to re-engage your lapsed contacts ahead of Black Friday it’s important to think about your deliverability while doing so.
It's a good idea to have a re-engagement campaign via automation which is 'always on' to maintain your customer base's hygiene, but we recommend using our broadcast builder when priming older contacts for the peak period.
We recommend using the following behavioural data to create your engagement segmentation:
- date of subscription
- email clicks
- site visits
By layering these data points you can create tiers of customers based on the recency of their engagement.
We recommend using the these time periods to define each tier:
- Engaged - 0-6 months
- Unengaged A - 6-12 months
- Unengaged B - 12-24 months
- Unengaged C - 24-36 months
Example of segmentation conditions for ‘Engaged - 0-6 months’:
Example of segmentation conditions for ‘Unengaged A 6-12 months’
Doing this could damage your sending reputation which would impact your ability to deliver emails to your active subscribers. Contacts with 'No engagement' are likely to contain invalid or abandoned addresses as well as spam traps. You don't have much to gain with these contacts, but much to lose!
We recommend including unengaged segments (Unengaged A, B and C) in campaigns which include content that builds excitement for your peak periods, e.g. sign up for early access for BFCM, or gift guides for the holiday season, etc.
Always make sure you amend the variants' copy to recognise that the customer hasn’t been seen or shopped in a while.
- Unengaged A - 6-12 months - "We haven't seen you in a while but wouldn't want you to miss this!"
- Unengaged B and C - "We miss you but wanted to let you know it's the best time of year to shop again."
Use clear call to action (CTA) buttons in your email template to encourage your contacts to click through.
If you can get any contact to click an email, they will move into your Engaged segment.
"Early access" or "First to know" CTAs work well.
You can always use special links to add clickers to a segment and exclude these contacts from further comms until your BFCM launch.
This will make sure those contacts don't start to feel they're receiving "too many" (or much more than nil!) emails before the peak period is upon us.
Once you've created your broadcast campaign:
- Create a variant for each segment
- Personalise the copy for each variant
- Schedule each variant to send 30 minutes apart
This means your engaged segment receives the campaign first and ISPs will see high engagement, providing protection against the less unengaged cohorts which are likely to have less engagement and higher bounce/unsubscribes/spam flags etc.
Don’t forget, you can use our Blueprint feature to save the segmentation structure so you can use the same structure for future sends in just two clicks!
Looking for more deliverability best practice for Black Friday? Check out our Black Friday hub which has articles such as:
- Avoiding Deliverability Dramas
- Getting your deliverability ready for Black Friday