Creating a Re-Engagement or Re-Consent Campaign in gCast

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    This article is useful for gCast users looking to create a re-engagement or re-consent campaign (or series of campaigns) that targets and sends to people who haven't opened your emails in a given period of time, and opts those same people out from receiving emails from you again in the future.

    The basic idea behind creating a campaign like this in gCast is:

    • Create content that includes a call-to-action to opt back in
    • Target only the people who haven't opened your campaigns in a given period of time
    • Automatically opt-out all of the people that are sent this campaign (they will only be opted in if they click on the opt-in link in the content)

    Remember, the end goal of a re-engagement or re-consent campaign is to stop contacting people who aren't engaged any more. gCast has always had automated code in place to avoid sending your campaigns to anyone who has unsubscribed (opted out).

    In this article:

    Introduction

    How do I create a once-off re-engagement campaign?

    How do I create a re-engagement campaign series?

    Introduction

    Re-engagement and re-consent campaigns are designed to improve your list hygiene, re-establish consent and basically 'weed out' the people who may have subscribed to receive your emails in the past but, for whatever reason, are no longer interested and just don't open your emails any more (or maybe had implied or ambiguous consent in the past).

    Many marketers find the idea of a re-engagement or re-consent campaign horrifying because the size of your database will drop significantly. But, its important to remember that email marketing is similar to having a conversation.

    If you were having a real conversation with a real individual who walked away from you while you were talking, how much longer would you continue talking at them before you realised your words were falling on deaf ears? And if you were the person walking away from someone talking to you, how would you feel about them pursuing you, talking at you when you just weren't interested?

    Re-engagement and re-consent campaigns play an important role in your email lifecycle. When you do them well, they can reduce your subscriber churn as you remind the disengaged subscribers why they subscribed in the first place and they can improve your sending reputation as the receiving domains learn that a higher percentage of your emails are being opened.

    In gCast, you can create your once-off re-engagement or re-consent campaign or a series of campaigns quite easily. 

    How do I create a once-off re-engagement campaign?

    You will need to adjust the access rights on your gCast user account (and the gCast user account of anyone on your team who might create or edit your re-engagement or re-consent campaign) to include the Post Process feature in gCast.

    Adding the Post Process function to a profile

    To do this, login to gCast and edit your profile (or the profile of the staff member)

    Click on the 'Access' tab

    Click on the drop-down menu in the 'Access Rights' area and select 'Access to the post process function in campaigns', then click the 'Add' button

    Click 'Save' and you're done.

    Creating your re-engagement campaign

    The secret behind sending a re-engagement or re-consent campaign to the right people is in the targeting of that campaign to people who haven't opened over a specific time period and in the setting on the post process tab.

    Remember: this campaign is designed to automatically opt-out everyone who was sent the campaign!

    • Create your once-off campaign as you normally would (using the 'once-off' option on the 'Send Options' tab)
    • In the content, add the opt-in link (available in the Personalised Fields drop down)
    • On the 'Demographics' tab target your account's campaigns, then select 'any campaign', 'was not opened', and 'before' as your targeting options, entering the relevant date into the date field that appears
    • Click 'Save & continue' and you'll progress to the post process tab
    • On the Post Process tab, click on the drop down menu in the 'Add a demographic' field and select 'Standard Demographics' from the list that appears
    • The page will refresh to display a number of demographics with checkboxes next to them
    • Click into the checkbox next to 'Happy to receive emails' - this should now display a tick in that box
    • Click the 'Add' button at the bottom of the list
    • The 'Happy to receive emails' demographic should now display with radio buttons next to it labelled 'Yes' and 'No'
    • Click into the 'No' radio button - it should now display a dot in it

     re-engagement_campaign_optout.PNG

    • Click on the 'Save & continue' button and continue as you would normally, through to activating the campaign when you're ready

    These steps complete the campaign settings you would need to have in place for a re-engagement or re-consent campaign

    Example 1:

    If today is the 12th April 2018 and you want to send a re-engagement or re-consent campaign to anyone who hasn't opened any campaigns 6 months ago (and earlier), you would work out what six months ago from 12th April 2018 was and put that date in (6 months ago from 12th April 2018 is 11th November 2017 (ignoring today's opens)).

    So, using this example, your targeting would look a little like this:

    re-engagement_campaign_targeting.PNG

    Be sure to choose a timeframe that suits your business model and sending frequency. We've used 6 months as an example only, it is not a suggestion of what you should do

    How do I create a re-engagement or re-consent campaign series?

    The secret behind sending a re-engagement or re-consent campaign series to the right people is in the targeting of each campaign in the series, culminating in the final campaign that opts out the remaining people who haven't re-engaged.

    It is completely up to you how many campaigns make up your re-engagement or re-consent series but remember, you're doing this to clean up your list and sending people 'too many' emails asking them to stay opted in could see them inclined to actively opt-out just because they see your re-engagement emails as irritating.

    Remember: this campaign series is designed to ultimately automatically opt-out everyone who was sent the final campaign in your series (but not the ones before it)!

    First Campaign in the Series:

    This first campaign is your first attempt at re-engaging people who haven't read your emails in a given period of time. You won't be opting out anyone using this campaign. 

    • Create your once-off campaign as you normally would (using the 'once-off' option on the 'Send Options' tab)
    • In the content, add your re-engagement or re-consent text (note: there is no need to include an opt-in link in this campaign as it will not be opting-out people automatically)
    • On the 'Demographics' tab target your account's campaigns, then select 'any campaign', 'was not opened', and 'before' as your targeting options, entering the relevant date into the date field that appears
    • Click on the 'Save & continue' button and continue as you would normally, through to activating the campaign when you're ready
    • These steps complete the campaign settings you would need to have in place for the first re-engagement campaign in your series

    Next (and subsequent) Campaign in the Series:

    The second campaign is your second attempt at re-engaging people who haven't read your emails in a given period of time. Because your first campaign already targeted the disengaged people, you will only need to target this second campaign towards the people who were sent the first one but didn't open it.

    Note: if your second campaign is your final campaign, you will need to include the opt-in link in your content and add in post process settings per the instructions for the 'Final Campaign in the Series' below, otherwise, this and each subsequent campaign will have these settings until you create your 'final' campaign

    • Create your once-off campaign as you normally would (using the 'once-off' option on the 'Send Options' tab)
    • In the content, add your re-engagement or re-consent text (note: there is no need to include an opt-in link in this campaign as it will not be opting-out people automatically)
    • On the 'Demographics' tab target your account's campaigns, then use the drop-down to select your account's campaigns, then select 'Once only campaigns', then select your first campaign in the series, 'was not opened', and 'anytime' as the time period (each subsequent campaign - i.e. third, fourth, fifth etc - should be targeted on the re-engagement campaign that was sent before it)
    • Click on the 'Save & continue' button and continue as you would normally, through to activating the campaign when you're ready

    These steps complete the campaign settings you would need to have in place for the first re-engagement or re-consent campaign in your series

    Final Campaign in the Series:

    Remember: this campaign is designed to automatically opt-out everyone who was sent the campaign!

    • Create your once-off campaign as you normally would (using the 'once-off' option on the 'Send Options' tab)
    • In the content, add the opt-in link (available in the Personalised Fields drop down)
    • On the 'Demographics' tab target your account's campaigns, then use the drop-down to select your account's campaigns, then select 'Once only campaigns', then select your first campaign in the series, 'was not opened', and 'anytime' as the time period
    • Click 'Save & continue' and you'll progress to the post process tab
    • On the Post Process tab, click on the drop down menu in the 'Add a demographic' field and select 'Standard Demographics' from the list that appears
    • The page will refresh to display a number of demographics with checkboxes next to them
    • Click into the checkbox next to 'Happy to receive emails' - this should now display a tick in that box
    • Click the 'Add' button at the bottom of the list
    • The 'Happy to receive emails' demographic should now display with radio buttons next to it labelled 'Yes' and 'No'
    • Click into the 'No' radio button - it should now display a dot in it

     re-engagement_campaign_optout.PNG

    • Click on the 'Save & continue' button and continue as you would normally, through to activating the campaign when you're ready

    These steps complete the campaign settings you would need to have in place for a re-engagement or re-consent campaign

    Example 2:

    First Campaign Targeting:

    If today is the 12th April 2018 and you want to send a re-engagement or re-consent campaign to anyone who hasn't opened any campaigns 6 months ago (and earlier), you would work out what six months ago from 12th April 2018 was and put that date in (6 months ago from 12th April 2018 is 11th November 2017 (ignoring today's opens)).

    So, using this example, your targeting would look a little like this:

    re-engagement_campaign_targeting.PNG

    Be sure to choose a timeframe that suits your business model and sending frequency. We've used 6 months as an example only, it is not a suggestion of what you should do

    Second Campaign Targeting:

    After a period of time, you want to send a follow-up re-engagement or re-consent campaign to anyone who didn't open your first re-engagement or re-consent campaign.

    So, using this example, your targeting would look a little like this:

    re-engagement_campaign_2_targeting.PNG

     

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