Re-engagement emails are emails that target clients who have either been client or a prospect previously.
Perhaps it wasn’t the right time for them to engage in the past, or the fee was too high for their situation? People’s circumstances change and it’s always worth trying to re-engage old clients or prospects that may be interested in your services now.
For a financial services company, re-engagement emails can be a way to capitalise on your previous efforts. After all, we know that these actual clients have been interested enough to make an enquiry or subscribe or even were potentially an existing client in the past. It’s just a matter of reigniting this interest.
If you’re looking to regain engagement from unresponsive subscribers and prospects, read on to understand how to achieve success in this undertaking.
You Need an Email Sequencing Campaign
Many people hope their re-engagement emails reach the right people, but one email is normally not enough. The best way to attack this is to send a series of emails that make the reader take the right actions. Consider this a part of your email marketing.
It may seem counterintuitive to send multiple emails when attempting to re-engage with your customers, especially the unresponsive ones. However, if performed correctly, re-engagement emails can result in higher customer engagement.
You are presenting them with options to choose from, which is a good reason for them to come back for more.
An email sequence allows you to cover all bases without overwhelming your customers with information. It’s also smart to take into consideration different times to send different emails noting that individuals have different schedules and the first email may have been missed.
Email marketing produces enormous return on investment (ROI).
HubSpot states that email marketing generates a huge 4200% ROI.
That is why your re-engagement email sequence is essential to keep your business thriving.
How to Create the Proper Re-Engagement Email Campaign
Creating a proper re-engagement email campaign should not be hard if you have the right knowledge, skill, and means to do it. You need to create well-written re-engagement emails, particularly as this is also considered part of content marketing.
It is also vital to observe proper timing when creating the campaign. This is all about testing, measuring and having a good understanding of your audience.
The Best Practices for Your Re-Engagement Emails
- Consistently personalise your re-engagement emails by including your subscribers’ names and the benefits they care about.
- You should offer your subscribers different options to keep in touch if they want to unsubscribe from your mailing list. It is also best practice to include a visible unsubscribe option. Let them know you are not playing games by making it easy to select the choice they are looking for.
- Divide and segment your audience into different lists and with the right tags so you can personalise every email to their unique situation. Here are some options:
- Segment by client status (client, ex-client, prospect)
- Segment by service tier type or price paid for your services
- Segment by reason for not engaging (too expensive)
- Segment by how they found you (referred by a referral partner, referred by a client, found you online, contacted you through your website)
- Remember to appeal to your customer’s emotions – remind them why they subscribed to your mailing list in the first place and always be looking to provide value!
Making Re-Engagement Emails work for your Financial Services Business
Sending re-engagement emails may seem like a daunting task, but it can reap big benefits for your business at a low-cost with huge potential for results and ROI.
At MBS, we have an enormous bank of email marketing resources that have been proven to get amazing results for financial planners and other financial services businesses. Ready to see more results from your emails?
Get in touch with us for support with email marketing for financial planners.
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