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How to best retarget to unsubscribed customers?

  • 24 July 2024
  • 2 replies
  • 35 views

Due to the seasonal nature of my clients store (wooly jumpers), they receive a lot of unsubscribes.

 

  1. Is the only way a customer can receive emails again if they re-opt in?

    Would placing another order and checking the opt in box count?
     
  2. What is the best way to retarget and market to these people that have unsubscribed?

    Many people have repurchased again after unsubscribing in the past


    Thanks

2 replies

ArpitBanjara
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Userlevel 5
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Hey @GV123 

When customers unsubscribe from email communications, they are essentially indicating that they no longer wish to receive marketing emails from your store. Here are some insights and answers to your questions regarding unsubscribes and re-engagement strategies:


Re-Opt In: Typically, once a customer unsubscribes, they will not receive marketing emails again unless they explicitly opt back in. This is a standard practice to respect user preferences and comply with email marketing regulations like GDPR and CAN-SPAM.

Placing Another Order and Opt-In: If a customer who has unsubscribed, places another order and checks an opt-in box during checkout, they will re-subscribe to receive marketing emails. However, this depends on your specific setup and whether you have enabled such functionality in Klaviyo. In most cases will enter the newsletter list again, if that is your main list.

Best way to retarget 

Use Different Channels: Consider using social media, retargeting ads, or other digital marketing channels to reach unsubscribed customers. Tailor your messaging to remind them of your brand and what they're missing out on.

on a side note - Always respect unsubscribe requests promptly and ensure your communications are compliant with email marketing regulations.

I hope this helps,

Thanks

Arpit Banjara

Arpit Banjara - Lead Email Marketing Specialist at Flowium
Sales Impact
Rank
Badge +6

Great question! Unsubscribes can indeed be a challenge, especially for seasonal products like wooly jumpers. Here are some insights and solutions to help you navigate this situation:

  1. Re-Opt-In Requirement: Once a customer has unsubscribed, they need to re-opt-in to start receiving your emails again. This is important to comply with email marketing laws and maintain the trust and consent of your subscribers.

  2. Re-Opt-In Through Order Placement: Yes, if a customer places another order and checks the opt-in box during the checkout process, they can re-subscribe to your email list. This provides an excellent opportunity to re-engage with them.

  3. Retargeting Unsubscribed Customers: While you can't email unsubscribed customers directly, there are effective ways to retarget and market to them:

    • Social Media Advertising: Use platforms like Facebook and Instagram to run targeted ads. You can create custom audiences based on your customer data to ensure your ads reach those who have previously purchased but unsubscribed.
    • Google Ads: Similar to social media, Google Ads can help you retarget unsubscribed customers through display and search ads.
    • Direct Mail: Consider sending physical postcards or catalogs to your unsubscribed customers. This can be a unique and personal way to re-engage them.
    • SMS Marketing: If you have their phone numbers and they have consented to receive SMS, this can be a powerful channel to share updates, promotions, and reminders.

  4. Encouraging Re-Subscriptions:

    • Exclusive Offers: Offer exclusive discounts or early access to new collections as an incentive for them to re-subscribe.
    • Pop-Ups on Your Website: Use exit-intent pop-ups to offer a special discount or freebie in exchange for their email address.
    • Engaging Content: Highlight the value of staying subscribed by sharing sneak peeks, behind-the-scenes content, and customer stories that resonate with your brand's uniqueness.

  5. Analyze and Improve:

    • Survey Unsubscribers: Send a survey to understand why they unsubscribed. This feedback can help you refine your email strategy.
    • Segment Your Audience: Ensure you’re sending relevant content to different segments of your audience to minimize unsubscribes in the future.

By implementing these strategies, you can effectively re-engage your unsubscribed customers and potentially turn them into loyal buyers again.

I hope this helps!

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