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A typical mailing list has more than 50% of recipients that are inactive. By inactive, we mean those recipients that have not opened and/or clicked on your emails in the last 3 months or longer.
In control panel, you You can quickly find out what this figure is for each of your lists by looking at the gray area in the Recipient analysis chart in your control panel admin control panel Recipient engagement history chart under Statistics > Email List overview > Analysis and Benchmarks (e.g. below is a visual example).
Why is this important? Because more and more email account service providers (e.g. Google, Yahoo!, AOL, etc.) use "recipient engagement" as a fundamental indicator of whether your messages should be delivered to the inbox or not. Are recipients opening and/or clicking? How often?
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- If you email frequently (e.g. once a week), you can set N to 90 (i.e. recipients that have not clicked or opened in the last 90 days)
- If you email rather infrequently (e.g. once a month), you may want to set it to a higher value (e.g. 180 days).
Here is how the activity filter will look.
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| Use the AND boolean operator to connect the two conditions. |
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Once you've created both filters - which you could assign to a "Re-engagement" category - you should see in the list of Activity filters:
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You can now use these filters:
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The first re-engagement message should be one that re-establishes a relationship with the recipient. It's often referred to as the "win-back" campaign.Our friends at Email On Acid found a good one from L.L.Bean, for example.
Second re-engagement message: you're going to miss out on...
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- Create a new triggered message
- Give it a descriptive name (e.g. "Re-engagement campaign | Message 1")
- Set it to run every day and set the event trigger as a match on the first Activity filter that you had set up (e.g. in this example, No click or open in the last 180 days)
- In the Action tab, select the first re-engagement message that you prepared for the campaign, enter From name, From email, etc. and save the triggered message
- Use the simulation feature to see how many recipients would be a match if the triggered message were executed right then
- If everything looks good, enable the triggered message
- Repeat the same steps to create the second triggered message of the campaign, making sure to select the second Activity filter and the second message prepared for the campaign
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Sending the third message (and unsubscribing)
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