‘Win-back’ email campaigns can be effective in encouraging engagement from lapsed customers, according to a new report.
Win-back emails are those that try to rekindle relationships with recipients that haven’t opened a brand’s marketing messages for a sustained period of time.
Personally I can’t recall ever having received an email from a brand that was specifically trying to ‘reactivate’ me, and the Return Path report does concede that win-back campaigns aren’t all that common.
In fact Return Path could only identify 33 retailers that implemented win-back campaigns between 1 April 2013 and 31 January 2014.
However there are certainly benefits to running this type of email campaigns, not least that it helps to maintain a clean email list.