This month, two brands promised consequences if I didn't engage with their texts.
It went something like this:
A threatening text from HexClad
I get it, HexClad - you want to reactivate dormant subscribers and prune churned customers ASAP. But I promise you, the response rate on this is not going to be good.
What’s ahead:
The problem with ultimatums
5 other ideas for re-engaging sleepy subscribers
Plus 6 new opportunities for job hunters
It’s Like Dating
The fact that HexClad (and ButcherBox, below) sent these ultimatums tells me the folks behind these texts have not dated in a minute. Readers, you should court your subscribers the way you court a love interest. If your love interest goes silent, you’re not necessarily out of the game, but you’re going to have to work for the relationship.
Meanwhile, threatening that silent person with even more silence? Well that’s just giving them more of what they already seem to want - your absence.
Another threatening text from ButcherBox
The second problem with threats: you must follow through or you look amess. Case in point: I never replied to ButcherBox’s ultimatum and they just kept on texting me, business as usual.
5 Other Ideas For Re-Engaging Sleepy Subscribers
You could offer a discount, but by this point, I am sure you already tried that. So let’s look for more creative alternatives.
Give subscribers a reason to reply, not a reason to fear. Ask the subscriber something they WANT to answer instead of demanding proof of life. Something like "What's the one thing that would get you shopping with us again?" or if you’re ButcherBox, try a funny question like “Did you meat someone else?”
Give them information they can use, not just something to buy. For a food brand specifically, try sending dormant subscribers a cooking tip or a recipe. Utility can re-open a relationship. Graza’s SMS program is a good place to look for inspiration.
Send some meat pics. For categories like food and cooking, a visual might do what copy alone can’t. Neither ButcherBox nor HexClad capitalize on the visual appeal of their products in their SMS program, and a re-engagement campaign is a great time to try it. Send a recipe photo, a customer's plated dish, or the product mid-use. This might do more to pull someone back than another block of text asking for a reply. Omaha Steaks’ RCS messages to see how they sprinkle in compelling meat pics to keep users engaged.
Ask which channel they actually want to engage on and how. I'm subscribed to both HexClad and ButcherBox by email too, but only the SMS channel got the "reply or else" treatment. The better move might be to ask the subscriber if they want email instead, or if they would like fewer texts. Here’s a good example of Supergoop offering to tone down the texts.
Segment before you blast. It appears that HexClad and ButcherBox sent their ultimatums based on the time elapsed since I signed up. A more nuanced analysis might have revealed the key to my engagement. For example, determine if your dormant SMS subscribers are engaging on email, then craft the message accordingly. Identify whether the dormant subscribers came in during a sale period and might be waiting for another promotional period. This might take some work legwork, but remember how expensive it was to acquire these phone numbers before you scrub them.
📣 Do you think this kind of ultimatum works? Do you have other suggestions on how to re-engage subscribers? Add your comments and see what other readers are saying about this on our LinkedIn page.
6 Job Opportunities from the Tiny Texts community
If you are recruiting for a new role, please let me know! I’ll post and share with Tiny Texts readers. And if you are searching for a new role, here are 5 recent opportunities:
Allies of Skin is hiring a Director of Retention
Lark Hotels is hiring a remote Email Marketing Manager
Realtor.com is hiring a Sr. Lifecycle Marketing Manager
Thyme Care is hiring a CRM/Lifecycle Marketing Manager
Red Robin is hiring a Digital Channels Manager
GR0 is looking for a remote Senior Campaign Manager
Want more benchmarks, insights and job posts? Follow Tiny Texts on LinkedIn
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Thanks for reading and see you next week!
