When to use it
Good list hygiene dictates that you stop sending emails to inactive supporters (i.e. people who aren't opening your emails, clicking the links, or taking the follow up actions you're requesting of them anyway). It can be hard to say goodbye, however. Once you've identified who your inactive supporters are, a win-back campaign allows you to send them one last appeal with a message similar to:
We've noticed that you're not behaving like you actually want to hear from us. Would you like to keep receiving our emails or not?
Once you get their response, you can remove those supporters who really are inactive (i.e. those who didn't response to that last, desperate appeal) from your list.
How to get there
A win-back campaign is composed of the following steps:
- Identify your inactive supporters and batch add them to a group
- Create a "Do you really want to stay" sign up page
- Send a targeted email to inactive supporters with a link to this sign-up page
- Remove inactive supporters who don't respond to the win-back email from your list
Identify Inactive Supporters
There are many different ways to identify inactive supporters since the definition of "active" differs from organization to organization. You can use either one of these queries to identify and group you inactive supporters.
Queries to Identify Inactive Supporters
Option 1: Inactive Supporters By Email Statistics
In the supporter package, use the Query/Export tool to build a query like this.
Option 2: Inactive Supporters By Supporter Score
It takes a little extra time to set up scores, but you can using the scoring package to get a more nuanced definition of what "inactive" means to your organization. If you've configured scores ahead of time, use the Query/Export tool to build a query like this.
Batch Add to Group
No matter which query you use to identify your inactive supporters, add them to the inactive supporters group using the same process.
- Create an Inactive Supporters group ahead of time.
- On step two of the Query/Export tool (the Take Action tab of the query workflow), batch add the supporters who meet the conditions of your Inactive Supporters query to this group.
Create a Sign Up Page
First, create an I want to stay group in the Manage Groups area of the Supporter Package.
Then, create a sign up page with win-back campaign messaging. Add the I want to stay group to the Add to these Groups field of the sign up page's Supporter Info tab.
Email Inactive Supporters
- Create a "We haven't heard from you in a while. Act now if you want to keep getting our emails!" email blast.
- The "Act now if you want to keep getting our emails!" content of your email should link to the sign up page you created.
- Target the email blast so that it's just going to your Inactive Supporters.
- When supporters submit the form on the sign up page, they'll automatically be added to the I want to stay group.
Remove Inactive Supporters
The final step is to identify the inactive supporters who did not respond to the win back campaign and stop emailing them. First, use this query to identify who they are.
Once you've identified them, take a moment to export the records before you make any changes to the data (just in case).
Run the query and export the data on the Take Action tab so that you have a backup of the supporter data stored outside of Salsa. You never know when a data backup will be helpful!
After you back up the data, what you do with the Supporter Records on the Take Action tab of the query workflow is up to you. Here are a few options.
Bulk delete the supporter records to reduce your list size.
Batch update their Receive_Email values to zero. This puts the inactive supporters in an unsubscribed status so they can't be the target of your email blasts (but their records will remain on your list).
Note: If you choose to batch update the Receive_Email values, you may want to modify the query slightly so that you're only updating the data for those supporter records who currently have a positive Receive_Email value (i.e. those who currently are "subscribed" to receive emails from you. That way, you don't lose the historic record of how they got into the unsubscribed status. Here's an example of the modified query.