Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are back for Do This, Not That, and today we're going to talk about something that is a massive brain drain, a massive time suck and drives me a little bananas.

And that is reengagement campaigns by marketers.

Marketers spend more time meeting about how to re-engage

old contacts than they do on how to handhold new customers or people who just went into pipeline

or people that just clicked on an email for the first time ever. What is actually going on?

So I want to break down what I think you should

actually be doing with your reengagement programs and what is an epic waste of time. But before we do

that, let's define what reengagement campaigns are. So specifically, an email reengagement campaign

is a marketing effort that's designed to reconnect with subscribers and

people on your list who haven't interacted with one of your emails in a while. They haven't

opened or clicked in six months, 12 months, a year, two years, whatever it is. And the goal of

these campaigns is to rekindle the interest that they had when they were originally signed up

and to get them reengaging

with their content. And it usually involves sending special messages or custom offers or content

to remind them of why they signed up. And to me, it is annoying. So first, let's talk about on the

business to business side. We just went through a series of tests.

We have some really interesting data.

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