Reawakening dormant Email contacts: Boosting sales for DTC brands
In the world of Direct-to-Consumer (DTC) brands, email marketing is often hailed as a potent tool for driving sales and building customer relationships.
However, what happens when a brand's email list is brimming with contacts - but failing to yield the expected results?
This is precisely the challenge one DTC brand faced when they contacted us for assistance. They had a vast email contact list, but their sales figures were not aligning with their expectations.
In this blog post, we'll walk you through how we revitalised their dormant email contact list and achieved remarkable results.
The Challenge
A DTC brand had a significant number of contacts in their email database, but they noticed a stark issue - over half of their customers were not engaging with their email campaigns. This posed a problem as the team was reluctant to send emails to customers who had not interacted with their content in years. As a result, they found themselves with nearly 50% of contacts that had been dormant for an extended period.
Our Approach
To tackle this challenge, we took a thoughtful and strategic approach:
Data analysis: We began by thoroughly analysing all the customer data available. Understanding the behaviour and preferences of dormant contacts was essential to crafting a successful reactivation strategy.
Segmentation: Next, we segmented the dormant contact list into groups of similar individuals. This segmentation allowed us to tailor our approach and messaging to each group, increasing the chances of re-engagement.
Simple, plain text emails: We opted for simplicity in our email messaging. Plain text emails were sent to ensure they reached the recipients' inboxes without being caught in spam filters. This approach created a more personal and less intrusive feel to the communication.
Staggered sends: Instead of bombarding the dormant contacts with emails all at once, we staggered the sends. This allowed us to learn from each campaign and adjust our strategy accordingly.
The Results
Our careful and methodical approach to revitalising the dormant email contact list yielded fantastic results:
19% of monthly sales: A staggering 19% of the brand's monthly sales were generated from the dormant database. This was a significant boost to their revenue.
32% reactivation: Notably, 32% of the contacts list was fully reactivated and actively engaging with the brand again. This demonstrated the potential for re-engaging dormant customers effectively.
Over 40% open rates: Perhaps the most impressive result was the email open rates. The brand achieved over 40% open rates on a contact list that had remained dormant for years. This proved that well-crafted, personalised messages could spark new interest even among long-neglected contacts.
Reviving a dormant email contact list can be a game-changer for DTC brands. By rekindling relationships with previously disengaged contacts, brands can tap into a valuable source of potential sales and foster a more robust and loyal customer base.
So, if you're facing a similar challenge with a dormant email list, take heart - there's enormous potential waiting to be unlocked. With the right approach and a touch of creativity, you can turn dormant contacts into enthusiastic customers once again.
And if you'd like us to achieve similar results for your brand, get in touch!
