Back in the day, subscription marketers, mainly magazine publishers, would send “expire” letters to customers who did not renew their subscriptions after receiving a series of renewal notices.
Likewise, online customers who haven’t ordered in 2 to 3 months should get the e-mail equivalent of an expire letter, advises Loren McDonald of Silverpop. The objective of these e-mails is to get attention and regain engagement. The messages can focus on surveys, special offers, “best of” offers, or new content.
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Source: Silverpop Tip Sheet, “Top 10 Tips for 2014”