eCommerce EMAIL DEEP DIVE: Sunset/Unengaged (10 of 10)
Why?
We've all done this:
Get interested in a product ➡️ signup for the emails ➡️ check the emails for deals ➡️ buy (or not) ➡️ stop opening the emails ➡️ start hating the emails (but gosh darn it we never have the time to hit that unsubscribe button!).
Stop spamming meeeeee!
As email marketers, it's our job to anticipate this from our list and there are great reasons why:
List health: Engaged subscribers = Great open & click rates
Save money: Don't pay for subscribers who aren't buying from you.
Everyone's happy: Your numbers are good, people are not getting "spam."
Sunset Email Analysis: Framebridge
What makes this email great?
Nice and clean design
To the point
Gives the subscriber choice
What can be improved?
A bit passive-aggressive "you aren't interested in easy, affordable framing" — try "you're not looking for framing right now..." (I get why it was done this way though).
How to do it: Two emails
• Email #1 - Activate after 120 days of zero engagement. Perhaps sooner.
You noticed they haven't opened their emails, totally OK, click on the button if they still want to keep getting emails. If not, you'll remove them.
• Email #2 - 3 to 4 days after Email #1
Last chance before the subscriber is removed from the list. If you want to make a last-ditch offer, this is your chance.
Sample: GoDaddy
After this, you take the list and suppress. When they come back, they're simply reactivated. Data retained. Yay!
Subject Lines
Goodbyes are hard...
You're welcome back anytime!
"If they're not opening your emails, set them free. If they come back, it's because you're running a great sale." What, that's not how it goes?
