Where they started
There was a list sitting there that had gone quiet. Contacts who had once been interested enough to give their email address and had then heard nothing for long enough to forget the brand existed. Most businesses write those people off and go buy new leads instead, which is the most expensive decision they make all year.
Before
- A dormant list nobody was emailing
- Contacts who had gone cold
- Revenue left sitting in the database
- New leads being bought instead
→
After
- 82% of them opened the first email
- 51% clicked through
- Revenue recovered without ad spend
- A list worth emailing again
82%open rate
51%click-through rate
$0in ad spend
What we built
- Audited the list and segmented by how cold each group had gone
- Wrote a reactivation sequence built on the brand's real voice rather than a template
- Subject lines written to earn the open from someone who had forgotten who we were
- Offers and calls to action matched to how warm each segment actually was
Why it worked
A good open rate is 20 to 30 percent. Getting 81 percent from people who had gone cold comes down to one thing, which is sounding like a human being they recognise rather than a brand broadcasting at them. The cheapest revenue in any business is sitting in the contacts you already paid to acquire. Most people never go back for it.