I thought this was a great and rather unique example of an email that aims to re-calibrate the level of engagement. Essentially proactively saying, we noticed you may need less communication: “We haven’t heard from you in a while, how can we adjust the frequency of our communication so you don’t unsubscribe completely.”
Ok, I’ll bite and open your email. I admit, I’ve been away from my personal inbox a bit more lately actively engaging in the physical world (#girlswhotrain). And also trying to be diligent about saving a bit of cash not buying every new Reebok shoe that comes on the market.
This email has a great approach because it taps into why I connect with the Spartan brand, reminding me of the mindset of never giving up. And the fact that they noticed I haven’t been clicking through to the website (clearly a diligent marketer leveraging their data & ESP). We, the brand, respect your training time and mental capacity so let’s actively provide you with a way to adjust the frequency of emails accordingly. I love how they use the illustration of buckets as a CTA to continue to engage with the brand at my own pace.
How can you show your non-engaged consumers that you notice them? What can you do to ask them how they want to be communicated to or how often they want to hear from you?
