The document discusses strategies for email re-engagement campaigns. It provides tips on when to conduct a re-engagement campaign, how to identify and segment subscribers who need re-engaging, and testing different creative and incentive approaches. The document also discusses challenges like subscriber email address changes and how to make it easy for subscribers to update their email address. Common subject lines and messages from successful re-engagement campaigns from companies like Dell, Cricket, and Chipotle are also summarized.

2. Scott Geiser, Senior Digital Analyst, Yum! Brands, Inc.

4. Re-Engagement and Re-Activation

5. Re-Engagement campaign: Strategy Identify segment that need “re-engaging” Conduct a group split on that list (break into smaller segments) Create a split test program on creative and incentives Run a deliverability test on each segment to identify potential issues in real time Identify and resolve issues before sending to the next segment Filter out bounces and don’t resend to them ***Click through tracking must be enabled to identify each subscriber who clicks. With a two-button system, a small % of subscribers may click on both. Don’t opt-out all subscribers who click on the ‘NO’ link; instead send them to the standard opt-out page so a second step is required in order to opt-out.

8. Respond in a timely manner to requests from your customers regarding updates

10. Identifying Segments For Re-Engagement Engaged Attrited 45 to 180 Days Attrited180+ Days

11. Dell Subject line: Was it something we said?

14. Explains the process

15. Respectfully sets expectations

16. Offers an update link

18. ChipotleSubject line: Should You Stay or Should You Go?

19. La Quinta Inns & SuitesSubject line: Urgent: Confirm Now To Keep Receiving Special Savings

21. Be creative, enticing and respectful

22. Make keeping in touch easy

23. If possible, segment newly updated emails and give them special “Welcome Back” treatment

24. It’s always nice to include a little lagniappe