How to Wake Up Inactive Users with Email Automation

wake up inactive users with email automization

How do you use email automation to encourage your inactive users to become active again? It’s pretty easy – and I outlined the steps for you.

Step 1: Pick your email automation platform

The platform you pick will impact how you build or tag your email list for this campaign. I prefer Mailchimp for easy, basic automations, but there are plenty of tools out there, and your company might already have one in place. 

Step 2: Build your list

Your app or platform or service is fantastic, but some of your users have grown quiet. Define the time range for an inactive user. More than one month? More than six months? And on the other side, up to two years? All you need is their email address and possibly their first name if you want to personalize the emails. That said, make sure that you have permission to send them emails. Only email people who have expressly given permission either by opting-in to receive information from you or have agreed to terms and conditions that included receiving information. 

Step 3: Draft the campaign

So what do you have to offer these inactive users to get them to come back? What is better about your product than before? Did you improve a key feature since they were last active? Introduce a new feature? Do you have a compelling case study? Maybe you have a particularly interesting blog post to share? Build a series of 4-5 emails with fresh information. They can be short and straightforward. No need for a lot of marketing blah-blah. After all, you won them once. Now it’s time to look them in the eye and tell them in plain language an excellent reason to come back.

Step 4: Create the campaign

If you are in Mailchimp, simply click CREATE -> EMAIL -> AUTOMATIONS and you are there. For a wake-up campaign, choose the “email your tagged contacts” option for the initial trigger.  Select your list. It can be your master list – you don’t need to create a special one.  Don’t worry, you won’t send these emails to everyone. You will tag or segment only the inactive ones before the campaign goes live. So go ahead and create your series of emails with strong subject and preview lines to encourage your sleepy users to open them.

Step 5: Set the triggers

Set the trigger for the first email to “immediately after a tag is added to the subscriber.” This means that as soon as you add your defined tag to your inactive users, Mailchimp will add them to a queue to send the first email. You can further define days of the week and time of day to send it. 

Now set the triggers for the subsequent emails. Here you have plenty of options. To  I suggest 2-3 working days between each email, so users don’t feel spammed. Depending on your goals, you can choose who will get the subsequent emails. For example, if you are trying to identify your most engaged users in the list then only send to those users who open the previous ones. However, if you are sending a series of offers – each one more enticing than the last, then you might only want to send subsequent emails to those users who did NOT open or click.

The most effective way to tag your inactives in Mailchimp is to create a list of the relevant emails and re-add them to your master list. You will be asked if you want to update existing contacts – say yes! You will be asked if you want to tag these contacts – and again the answer is yes. Tag the inactive users with the same tag you defined to trigger the campaign.

Step 6: Measure 

You set up your campaign. You pressed go. Two weeks have gone by, and all the emails have been sent…so now how do you measure what worked and what didn’t?

Take a look at your campaign results within the platform. Each email will show an open rate and a click rate. If you are sending a campaign that only sends emails to people who opened the previous ones, it stands to reason that your open rates will rise with each email because these users are engaged. If the open rate does not increase, then this is a clear signal to rethink your subject lines. Similarly, take a look at the click rates in the emails themselves. Which emails had the lowest number of clicks? Take another look at that email to make those call-to-action links more appealing.

The most important measure is whether any of the original “inactives” have become active in your app, platform or service. This is your number one measure of success. 

Good luck!

This was originally posted on the Mobfox blog.

How We Leveraged CSR To Engage Tech Talent

Mobfox Hackathon

Corporate social responsibility is nothing new. The concept of CSR first came into vogue midcentury. What is new is the true commitment to social justice that millennials have brought to the workforce. Motivated by a desire to work in jobs that allow them to make a positive impact on the world, this generation expects its employers to act as responsible stewards of society, turning CSR from a nice-to-have to a must-have.

While CSR activities often show what is important to the company’s management and audiences, it can serve another purpose, too – while doing good. Finding and keeping top talent for technology firms is fiercely competitive, and today’s hot fields like blockchain, autonomous vehicles, and IoT dominate headlines and scoop up the top-flight experts. CSR, on the other hand, can make a difference for other tech companies as they position themselves to attract skilled employees.

Millennials Make the World Go Round

As the Brookings Institution notes, millennials will account for more than one third of the American adult population by 2020, and will comprise 75 percent of the workforce by 2025. Eight in 10 millennials expectbrands to make public declarations of their “corporate citizenship,” and recent attention to gender discrimination and other social inequalities has magnified their focus on how companies integrate social consciousness and action into their corporate cultures.

Moreover, broader public opinion trends show a widespread appetite for CSR. According to the 2017 Cone Communications CSR Study, 78 percent of Americans want companies to address important social justice issues, while 87 percent said they would do business with a company based on its advocacy on issues they cared about. Employees who work for companies prioritizing CSR may not only find a greater sense of personal fulfillment at work but may also enjoy the satisfaction of knowing that the larger public appreciates their company’s commitment to social action.

Tech companies can gain a leg up in the competition for top talent and ensure that their workers remain happy with their jobs by integrating corporate social responsibility into company culture. Not only is CSR a vital resource for revitalizing communities and attracting mission-driven talent, it is also uniquely suited to the tech industry. Leveraging the exceptional skills that tech employees offer can maximize philanthropic impact, expanding the reach of CSR initiatives in new ways.

Tech’s Vital Role

Technology fulfills a crucial function in how we give back and raise impact. One-on-one tutoring with underprivileged youth, for instance, no longer has to take place in the cities where the children live; it can cross neighborhoods and even international borders with the ease of a Skype account. Elderly recipients of food packages can now log into apps that allow them to indicate their preferences and personalize their shipments.

Another example of this is Mobfox’s hackathon to benefit the Israeli animal welfare charity SOS Pets. The event not only positioned the company as one with an active and involved CSR program to current and potential employees, but also as a target-oriented and effective organization offering solutions to real-world problems.

Mobfix the World

Prior to the hackathon, Mobfox engaged in a dialogue with SOS Pets to discuss the challenges the charity faces in its everyday work and to help them narrow these down to actual pain points. This provided the “hackers” of Mobfox with a framework to optimize the solutions they would design. Divided into cross-departmental teams, Mobfox employees applied their specialized skills to bring greater precision, efficiency, and impact to SOS’s work.

The results checked many boxes. The non-profit received personalized, tech-driven solutions and the Mobfox team members were thrilled to have an opportunity to use their skills creatively and contribute to a good cause.

This strengthens two simple, time-tested principles: first that it’s essential for companies to do their part in addressing social challenges, from global climate change to world hunger to animal welfare. Second, employees who are engaged with their work are happier and more productive employees – and creating a workplace culture that emphasizes giving back is a surefire way to boost employee engagement and job satisfaction.

As the workforce evolves, and as the challenges society faces demand our concerted attention, companies cannot afford to give short shrift to CSR. It’s time for technology companies to use the skills at their disposal to give back with impact. Not only does it invigorate the team, raising creativity and productivity at work, but it just might make them feel good too.

This article was originally published in ChiefExecutive in May 2018.