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SIGN UP NOWRecency in email marketing refers to the human capacity to remember recent events better. When applied to email marketing, it is used to craft effective calls to action and select recipients. Those who have interacted with your emails most recently are typically more predisposed to make a purchase.
Taking the concept of recency into account, subscribers who have recently engaged with your content will have a greater potential value than those who interacted with your emails a long time ago. Subscribers who have recently joined your list, opened your newsletter, or made a recent purchase are more likely to respond to your calls to action compared to those who have not engaged in a while.
However, this does not mean that you should forget about subscribers who haven't interacted with your emails for an extended period or have lower engagement levels. On the contrary, designing a reactivation campaign can potentially rekindle their interest in your brand. Even if they don't open the reactivation email, they may decide to open subsequent emails because they've re-engaged with your brand and have you top of mind.
Furthermore, attempting to stimulate inactive users one last time allows you to maintain a clean database. If reactivation efforts do not yield positive results, considering the concept of recency, you should consider unsubscribing them and focusing on those who are willing to read your emails and respond to your calls to action.
The best time to engage with someone is immediately after they take an action. For example, after someone subscribes to your newsletter, it's an excellent time to send a welcome email or offer a promotion. Similarly, after a purchase, sending a follow-up email with a discount or a coupon for free shipping on their next purchase is effective. Applying the principle of recency, it's easier to get someone to make a repeat purchase if they've recently engaged with your brand compared to someone who hasn't interacted with you in a long time.
The first and most crucial step in applying recency to your email marketing is to thoroughly understand your subscribers. As mentioned earlier, the most recent customers or subscribers are the most valuable to you.
Understanding the statistics and identifying the subscribers who have interacted with your emails the most, clicking frequently, and opening your recent campaigns is crucial in preparing your email campaigns. This information allows you to tailor your email marketing efforts more effectively.
To apply recency, segment your email lists and send different campaigns based on user activity. Subscribers with high engagement are more likely to respond to your calls to action, and you may not need to be as persistent with them. For those who haven't opened your emails in a while, prepare a different email, be more persuasive, and include multiple call-to-action buttons to expose subscribers to them more frequently. Additionally, consider segmenting based on the registration date; recent subscribers are more likely to take action.
Remember: the more engaged a subscriber is with your brand, the more likely they are to respond to a call to action.
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