Company Blog Support
Rochelle Yoshida
Updated

Contents

    Back to Top

    Active Re Engagement

     

    About the List Cleaning and Reengagement Campaign

    This Campaign helps you maintain a consistent and clean contact database. By automatically filtering out unengaged contacts you keep your list squeaky clean and full of active contacts to ensure the highest email delivery rates. Unengaged contacts can be a drag on your mailing reputation so we encourage you to adopt this pre-built Campaign.

    How the List Cleaning and Reengagement Campaign Works
    1. After publishing, add all Contacts to the Campaign using a Group Action.

    2. As new contacts are added they will be added to this campaign via the Trigger "Contact is Updated".

    3. The Contacts proceed to the Wait element for 90 days.

      trigger and wait element in the campaign

    4. If they have any interaction recorded in their Contact Record they jump to the Goal, and then the Goto returns them to the Wait element for another 90 days.

      goal and goto in the campaign

    5. If they don't have any interaction in that 90 days, you send them a series of three emails spaced a few days apart. You create and design the emails you are going to send, but here are some suggestions

      1. First Email: Invite them to visit your website, click a link for your Facebook page, or offer a discount on a product.

      2. Second Email: Let them know you value their time, and only want to send them email if they actually want it.  Invite them to renew their activity by clicking a link in the email, logging into your membership site, etc. 

      3. Third Email: This is the "sorry to see you go" email, where you thank them for their past activity, and let them know you won't be contacting them again ... unless they want you to by clicking a link or visiting a landing page, etc. 

        emails

    6. The last step on that path of the Campaign updates their Bulk Email Status field to Opt-out so you won't send any more email. You can also choose to tag them, set a membership status to disabled, etc.

    At any time during this process any interaction they have with you that updates the "Last Activity" field in their Contact record will move them to the Goal, and then start the 90 day process all over again.

    Adding and Configuring the Campaign
    1. Navigate to Campaigns > New Campaign

    2. Select the List Cleaning and Reengagement Campaign

    3. After the campaign has been added, navigate to Campaigns and select it for editing.

    4. Start by editing the three emails. Here are some suggestions:

      1. First Email: Invite them to visit your website, click a link for your Facebook page, or offer a discount on a product.

      2. Second Email: Let them know you value their time, and only want to send them email if they actually want it.  Invite them to renew their activity by clicking a link in the email, logging into your membership site, etc. 

      3. Third Email: This is the "sorry to see you go" email, where you thank them for their past activity, and let them know you won't be contacting them again ... unless they want you to by clicking a link or visiting a landing page, etc. 

    5. Open the check list and verify you update all the elements needing configuration.

      Checklist

    6. When satisfied, click the Save And Publish button to make the Campaign active.

    7. Navigate to Contacts and make sure you are viewing the All Contacts Group.

    8. Click the selector on the left and select All in Group.

      Select All in Group

    9. In the Action Drawer that appears at the top, select Campaigns.

      Select Campaigns in the Action Drawer

    10. Select the List Cleaning and Reengagement Campaign.

    All of your existing contacts are now on the Campaign, and new contacts will be added by the Trigger when they are created. 

    Legacy Active Re-Engagement Sequences and Rules (not recommended)

    We strongly encourage you to use the List Cleaning and Reengagement Campaign instead of this older package. The Campaign lists all the steps in one place, so you don't have to remember that the global Rule adds the contacts to a Date Sequence. 

    Note: ONTRAPORT accounts started after June 6, 2017 do not have the required Date Sequences and Rules enabled. Pro level and above accounts can activate them by visiting Administration > Advanced Features for Rules, and Administration > Legacy Features for Sequences. Lower level accounts do not have these features enabled and must use the Campaign method instead.

    Like the Campaign map, this system begins with any contact entering your system   

    1. A Contact enters your database via form fill out, API, import, or manual entry. The Contact is added to the V2: Active Re-Engagement Date Sequence via the global Rule V2: Active Re-Engagement: Initiate

    2. If the Contact's Last Activity date field goes more than 80 days without being updated, the contact will receive the email message with the subject line “It's Been A While” (Message Name: V2 Active Re-Engagement Email #1). The Last Activity date field updates based on Contact actions including email opens, email link clicks, products purchased, tracked page visits and form fill outs.

    3. 10 days after the previous message is sent (assuming they don't open, click, purchase or fill out a form), a final message is sent with the subject line "Sorry to See You Go" (Message Name: V2 Active Re-Engagement Email #2).

    4. 91 days after the Contact has had no activity, the Contact's bulk email status is set to opt-out. If the Contact fills out a form after their bulk email status was set to opt-out and the Contact remained in your database, the bulk email status will change to single opt-in and steps 2-3 will resume and only trigger if the Contact goes another 80 days without activity.

     

    IMPORTANT: This system uses the Last Activity date field. If you are using an API to push shopping cart transactions, an API Helper (e.g., Zapier or Apiant) to push shopping cart product purchases or entering manual transactions, the Last Activity field will not update.

    How to install this package

    Below are step by step instructions on how to install a package into your ONTRAPORT account: 

    1. Copy and paste the package code 0zTcPJ5s8fVlPIs. Click on the arrow in the upper right hand corner of your screen next to the email address and go to Account.

    2. Click on the Add Package link in the Content Packages section. In the pop-up box, add the package code 0zTcPJ5s8fVlPIs. Then click the Confirm button.

      add a package

    3. We recommend that you pause the global Rule called V2: Active Re-Engagement: Initiate until you've completed the steps below.

      pause rule

    4. Navigate to the Sequences collection and open up the Step Sequence titled Active Re Engagement: Active Re Engagement.

    5. Click on the first email step. Customize email with your own content by clicking the Edit Email button.

    6. Click on the second email step. Customize the email with your own content by clicking the Edit Email button.

    7. Click Save in the upper right hand corner when finished.

    8. Resume the Sequence by checking the box next to the Sequence called V2: Active Re-Engagement and select Resume from the actions drawer.
    9. Navigate to the Rules collection, check the box next to the Rule called V2: Active Re-Engagement: Initiate and select Resume from the actions drawer.

     

    FAQ's for the Legacy Date Sequence and Global Rule Method

    Q. What if I want to change the time settings for when users will be unsubscribed?

    A. Open up the Sequence titled V2: Active Re Engagement. Change the time settings on the first step (which ever offset of time you put here will be when they receive the first email). Then, save step and open the second step. Change when they receive the second and final email. Once the date settings are to your liking then save the sequence and you'll be good to go.

     

    Q. How do I interact with the system?

    A. Interaction with this system is very simple as it is completely automated and requires no further attention once it's been setup! If you'd like to make any changes to the flow or time frame of the system do not hesitate to give support a call.

    Q. What are ways that I can get my Contacts to re-engage?

    A. There are lots of ways to entice your Contacts to re-engage with you including free ebooks, contests and coupons. Check out our usecase guide on cold lead re-engagement for some great ideas.

     

    Q. Can I add more email steps to the Sequence?

    A. You bet! Create an email message and add it to the V2: Active Re-Engagement Sequence. Make sure you schedule of the new email step to fire based on a specific event x days after the Last Activity merge field.

     

    Checklist

    What

    Description

    Enter Package Code

    Input package code (0zTcPJ5s8fVlPIs) into the Account section

    Add custom content

     

    Go to the Sequence that was added by the package and add customized content for your business.

    Assign Contacts to Sequence

    Change dates (optional)

    Assign all current contacts to the V2: Active Re-Engagement Sequence

    Change date fields in Sequence to reflect how long a contact can be inactive before being removed
    FAQs

    Q. Which method should I choose, the Campaign or the Sequences and Rules?

    A. We recommend using only the List Cleaning and Reengagement Campaign. The legacy method instructions are here only for those accounts that have already implemented it and do not want to move to the Campaign.

    Q. If I set the Bulk Email Status to Opt-out, I can't reverse that. Can I just tag them for manual review instead?

    A. Absolutely! Change the element at the end of the Campaign path to add the Tag you create for this purpose. Then you can create a Group of contacts with that Tag for manual review. 

    Q. Should I delete the Contacts that are not engaged?

    A. Maybe. If your business is focused on email marketing, then it makes sense to eliminate Contact Records that are inactive. But, you may want to consider keeping them, even if opted-out, if they have purchased one of your products and you want to keep the sales history in ONTRAPORT. Or if you intend to engage them in a different manner. Many of our clients use Facebook Custom Audiences to re-engage contacts that have been opted out.

    Q. Why would I want less contacts? More is better!

    A. A targeted list of 2,000 active, engaged contacts is better than a list of 100,000 people who don't want to hear from you! Here's one reason why: email service providers like Gmail and Outlook may measure the engagement rate of your emails to determine if they should be delivered to the inbox, or go to promotions or spam. If you have 760 contacts who open your email from both lists, you have a 38% engagement rate with your list of 2,000 active contacts, but less than 1/10th of 1% engagement rate with the larger list. Which one do you think looks like a spammer's list?

    Q. I can't find either Date Sequences or Rules in my account.

    A. ONTRAPORT accounts started after June 6, 2017 do not have the required Date Sequences and Rules enabled. Pro level and above accounts can activate them by visiting Administration > Advanced Features for Rules, and Administration > Legacy Features for Sequences. Lower level accounts do not have these features enabled and must use the Campaign method instead.

    Q. What if I do this and all my contacts are opted out. I'll be ruined! My average contact only buys twice a year.

    A. Remember that this is entirely optional, and we understand that some businesses will not have a need for this Campaign. You can also adjust the number of days in the Wait element to 200 or more if you like, or simply add a Tag to the Contact if they don't engage in the number of days you set. At the very least, the Campaign will show you how many of your contacts respond to your three emails, and how engaged your audience is. 

     

    Articles in this section

    Created - Updated
    Have more questions? Submit a request

    Comments

    Powered by Zendesk