Social Print Studio: Re-engagement Campaigns & Loyalty Programs

May 11

Reengage past SPS customers through a drip loyalty campaign that encourages them to get to know us, use an exclusive discount code, and join our active community.

When I saw us averaging 3k new subscribers signing up through website and app pop-ups each month, I launched a three-part, automated welcome series offering a limited time offer, a peek behind the scenes, and tips on our bestsellers in order to better convert new subscribers. We saw a 34% open rate and an increase in conversions. I also launched a private Facebook Group for “SPS Super Fans” to foster a sense of community and DIY spirit. We also set up abandoned cart app notifications and regular push notifications.

Audience Segmentation: Subscriber Re-engagement Campaign

Strategy Overview:

Since our email list hasn’t been sorted in almost 10 years, it’s time for an email campaign that will help us figure out who wants to be here. We can use this opportunity to pull disengaged subscribers back in the product and scrub inactive users from the 9 year-old email list. We will use a limited time offer coupled with a prominent opt--out option. The following segments highlight the best target groups for this strategy:

Segment 1

Aggressive campaign. I pulled this up to compare contact rating vs. campaign engagement and it turned out it was really similar. Makes more sense to sort by campaign engagement rather than contact rating.

Rarely engage
Subscribed >6 months ago
Hasn’t opened the last 5 campaigns
Contact rating is < 2/5 stars
117,950 subscribers
61% of current subscribers

Segment 2

Most aggressive but also shares the offer w/ the most number of subscribers. It’s better to do this once w/ this fantastic re-engagement campaign then to do it piecemeal. I thought the list would be bigger so I’m relied it’s 62% and not 80%.

Rarely engage
Subscribed >6 months ago
Hasn’t opened the last 5 campaigns
119,165 subscribers
62% of current subscribers

Segment 3

Maintaining consistent factors, leaning towards subscribers who haven’t engaged in a significant amount of time. 50+ campaign feels reasonable. It’s still a lot to imagine trimming 30% of the list but most probably aren’t receiving re: spam filters and bad addresses.