Establish reactivation series for all newsletters at OPB

If we build a reactivation series throughout our email newsletter products at OPB, THEN we will increase engagement and retain more email subscriptions on our list BECAUSE we will remove people who are not engaged and re-engage those who are still interested but may have been inactive. This will result in a more active and relevant audience, ultimately improving retention and engagement metrics.

• Open Rate: Tracking the open rate of the reactivation emails to gauge interest and engagement from previously inactive subscribers.

• Click-through Rate (CTR): Measuring how many recipients are clicking on links within the reactivation emails.

• Unsubscribe Rate: Tracking if the reactivation series results in fewer unsubscribes or cleans up the list by removing disinterested subscribers.

• Conversion Rate: The percentage of re-engaged subscribers who return to actively engage with newsletters post-reactivation.

Many subscribers to OPB's email newsletters may no longer be engaged with our content, leading to a lower overall engagement rate, cluttered inboxes, and eventual unsubscribes. We need to find a way to re-engage lapsed or less active subscribers, to ensure that we're delivering relevant content to those who are still interested and remove those who no longer find value. This will help us retain a more engaged audience and improve our overall newsletter effectiveness.

Audience segmentation:

• Identify and segment subscribers who haven’t engaged in a certain period (e.g., 3 months).

Email content development:

• Develop email content aimed at reactivating dormant users, including tactics such as personalized subject lines and tailored calls-to-action.

• Create a series of emails, each building up more engagement incentives (e.g., special content previews, event invitations).

Test and optimize reactivation campaigns:

• Launch tests to experiment with different email formats, frequencies, and subject lines.

Exit interviews / surveys:

• Send an exit survey to those who remain unengaged after the series, to understand the reasons behind their lack of interest and gather feedback. Trying to hit them with other newsletters before removing them from our list

Evaluate and act on results:

• Track the success of the campaign via email metrics (open rates, click-through rates) and assess its impact on long-term engagement and retention.

Remove Unengaged Subscribers (if needed):

• For those who do not respond positively to the reactivation emails, consider removing them from the list to maintain a clean, engaged subscriber base.