So it turns out that it’s so super vogue for online marketing to repeat, return, revise, re-market, re-engage. Let me repeat myself. Let me rehash this. Okay you get the point. Where does the power of “Re” come from? Why do marketers need to have a re-engagement strategy in place?

You won’t be able to sell anything on the first meeting in most cases. People need to meet with your brand, product or offering various times before they would make the first purchase.

According to Nielsen Norman Group customer journeys are much more dynamic and interconnected these days, meaning that companies need to have a concise communication strategy in place on all their channels.

Good news is that you don’t need as many touch points with a customer who already bought something from you, and had a pleasant experience with your service and/or product as well.

We are so hot for email right now. We think it’s one of the smartest channels to re-activate hardly earned customers. Besides great email design, what makes a re-engagement email successful?

personalized images and content

segmentation based on behavior or time

(product) recommendations that are relevant and specific to the customer

urgency and a clear CTA or a message that promotes action

Personalized images work like a charm

Personalized images are powerful especially if paired with custom offers like Airbnb did in this email (we like using NiftyImages).

The overall design of the email is nothing special indeed, but still it’s standard for the brand, it’s very lightweight, simple and easy-to-consume.

Besides the main goal of the email, Airbnb included a secondary call-to-action as well, that aims to provide information about what the “superhost” badge means for travelers.

If you want to optimize for conversion you might not want to involve a secondary call-to-action. But if you want to avoid being too pushy, it definitely makes sense to have something additional to say besides trying to sell.