This particular non profit decided to segment out their contact list by putting anyone who has not interacted (i.e. opened, clicked, responded) with their campaigns in the last year, into a list. They then sent targeted emails to those contacts to try to get them to re-engage. This particular organization sent a series of 3 emails to those contacts. Here is a breakdown of their series:
Some of the reflections from the organization are that they might add another email to their series, and try to work on their calls to action. From their efforts, this organization has re-engaged 5% of their inactive contacts!
What do you think of this strategy? Do you think your non-profit could benefit from a strategy like this? If you were to run a campaign similar to this, what would you do the same and what might you do differently?
Make sure to check out the full article here.