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Maintaining clean email list hygiene and only sending to engaged contacts is vital to a successful email marketing strategy. It leads to higher open rates and click rates, as these recipients are more likely to interact with your emails. This increased engagement improves your email deliverability, ensuring that your messages land in inboxes rather than spam folders.
Focusing on engaged contacts helps strengthen relationships with your audience, fostering loyalty and retention. Prioritizing this audience allows for effective segmentation, enabling you to send more personalized and relevant content. Overall, reaching out to your most engaged contacts and keeping up with healthy email list practices enhances your email marketing effectiveness and contributes to long-term success.
In ActiveCampaign, you can easily import three automation recipes into your account that will take the manual work out of maintaining engaged email lists. Automation recipes are like prebuilt automation templates. The automation logic is built out for you, and all you need to do is customize the necessary steps for your business. Let's go ahead and explore this further. The three automation recipes you will want to import into your account are Contact Last Engaged Date, Last Engaged Date Reengagement, and Last Engaged Date Last Chance.
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But before you import, you will want to make sure you have a custom field created for Last Engaged Date. If you haven't done this already, head to Contacts, then Fields, click the blue button Add Field. You'll name your field and select Date as the field type. Then select Add to save.
Back under Automations, click Create an Automation in the top right corner. Type "Last Engaged" into the search bar to pull up the three recipes. You'll start with Contact Last Engaged Date. Select the recipe and hit Continue to Import. From here, you will follow the Setup Wizard steps. You'll be prompted to choose the contact field that will be updated. We recommend using the Last Engaged Date custom field, but you can choose whatever works best for your business.
For this recipe, that is all that is required to set up. You'll notice the start triggers in this recipe are when a contact reads any email or when a contact clicks a link in any email. Feel free to configure these however you see best fit for your business needs. You could even add start triggers like visits a web page or makes a purchase.
Heading back to the main automation page, you can create an automation and select to import the Last Engaged Date Reengagement recipe.
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Through the Setup Wizard, you'll be prompted to set your start trigger. You should select the custom field you set up in the first automation, in this case, Last Engaged Date. Make sure you click into Send an Email Action Step to also build your reengagement campaign. Contacts will be entered into this automation three months after their last engaged date, and they will receive the campaign targeted at re-engaging their interest with your business. Use this opportunity to remind your contacts of the value your brand, services, or products offer.
Lastly, you'll import the final recipe, Last Engaged Date Last Chance. You'll once again configure the start trigger with the correct field. The if-else condition is checking to see if the contact has opened the last chance engagement campaign that you'll build in this automation. Depending on the content of your campaign, this may make sense to take it one step further and check if the contact clicked on a link in the campaign. Either way, you'll want to choose the correct campaign from the dropdown.
In the next step, you will select from which list the contact will be unsubscribed. To review, six months after the last engaged date, contacts will enter into the automation.
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They will receive the last chance engagement campaign. If they do not engage with the campaign after a week, the contact is unsubscribed to keep your list clean and healthy.
That wraps up our exploration of maintaining engaged email lists in ActiveCampaign. By utilizing the automation recipes for Last Engaged Date, Last Engaged Date Reengagement, and Last Engaged Date Last Chance, you can streamline your email marketing efforts and focus on the contacts that matter most. These recipes not only simplify the process of tracking engagement, but also enhance your ability to reconnect with contacts and keep your list clean. Remember, fostering strong relationships with your audience is key to long-term success. Thanks for watching and happy emailing!
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