Counteract the Negative Effects of Reactivation Campaigns by Staggering your Email Launches

Have you ever experienced increased bounced and complaint rates when sending reactivation campaigns? Because these emails are sent to less engaged contacts, they can sometimes run the risk of affecting deliverability and damaging sender reputation. Find out how simply spreading out your launches can help reduce this risk.

How do reactivation campaigns work?

Reactivation campaigns are emails designed to attempt to bring inactive contacts back into your marketing communications flow. Some of them have words like ‘we miss you’ in the subject line, and may contain an offer of some sort if the recipient re-engages with the brand.

However, because the recipients have not engaged with your emails in a while, there is a higher risk of bounces and increased complaint rates. In turn, this increases the chance of spam filters blocking your emails, and harming your sender reputation for future email campaigns.

Reduce risks by sending the campaign in separate launches

To do this, you need to look at previous campaign reports. Segment your database based on the time when contacts have shown to be most likely to open. Then separate the list into equal chunks, scheduled for launch over a specific period of time.

For example, you might have a list inactive contacts, from the US, UK and Australia. You’ve looked at your data and established you want to send the email at 6pm for each time zone, over the course of one week. If the UK list has 3,500 contacts, you could schedule the launch of the reactivation campaign to 500 contacts at 6pm each day.

Advantages of staggering a launch

  • Best practice recommendation for launching to a list of inactive contacts.
  • Lowers the risk of damaging your sender reputation.
  • Choose launch times when contacts are mostly likely to open emails.

Adestra offers launch staggering as on-demand feature of MessageFocus. For further information contact your account manager today.

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