As General Data Protection Regulations (GDPR) is coming into effect on 25th May, many businesses have started sending out re-engagement emails to help them comply. If you haven’t created your’s yet, now is definitely the time! Your re-engagement series should ideally include 3 or 4 emails, sent accordingly to a pre-defined schedule over the coming weeks (before the 25th of May!).

If you need some inspiration for what to include, take a look at the examples below and find out why we think they’ll be effective in getting subscribers to update their preferences.

The Guardian

1st email:

Subject Line: Stay with us, on your terms

We really like this subject line as it aims to make the subscriber feel important, suggesting that The Guardian want to give you, as the subscriber, control over what they send. Similar messaging is tied into the email content.

The moving elements of the design are really fun and it’s a great way to draw the recipient’s attention.

2nd Email:

Subject line: Opt in and get more out of The Guardian

The banner image is a simple but effective way to get the message across that you need to opt-in, otherwise you miss out! We like how friendly the tone is and the way it sounds like they really care about the subscriber opting in.

They’ve reinforced the benefits of receiving their emails, at the beginning of their copy and at the end with a “P.S!” A deadline is also stated which helps create urgency. This is a great example of gradually increasing the level of urgency with each email in the series.

ASOS

Subject line: Big changes to your ASOS experience

From a design perspective, this re-engagement email from ASOS aligns well with the website’s branding – from the header image to the CTA buttons.

This email also includes advanced personalisation, with graphics highlighting the subscriber’s current preferences. The subscriber is given a few choices including sticking with these preferences, changing them or opting out.

Tog 24

Subject line: Let’s keep in touch. You have until 25th May to confirm that you still want to get our emails

Despite the lengthy (and not overly inspiring) subject line, Tog 24’s re-engagement email is pleasing to the eye, with beautiful images and a good design to show the content preference options.

The copy is very clear about how, when and why the subscriber should opt-in. Not only that, subscribers can see exactly what kind of content is included for each of the three options.

Whistles

Subject line: New in: Ditsy peony and daisy prints

In this email, Whistles have kept the re-engagement messaging to a minimum, by asking the subscriber if they want to keep hearing from Whistles and telling them to click the opt in button. The rest of the email features various promotional content including, as the subject line suggests, the new products available at Whistles. This subject line and content can be a good way to get subscribers to open the email. By featuring new lines, the subscriber may feel they want to keep receiving this content and therefore opt in.

LiquidPlanner

Subject line: Action required: Update your subscription

LiquidPlanner has used personalisation to include the subscriber’s name. This is a good way to encourage the subscriber to keep reading. The tone is informal – even signing off with “cheers”. This type of tone can help engage the subscriber, which is important, particularly when mentioning GDPR – a topic that isn’t going to excite anyone!

We also like the “Keep me in the loop” CTA button. It’s a good idea to try slightly different call to actions in each email as some will work better than others.

FreeAgent

Subject line: Stay with FreeAgent

FreeAgent have used a fun gif to help add interest to this follow up email. The copy is very straightforward and they’ve used bold text for the most important parts. We like that they have clearly listed what content the subscriber currently receives as this acts as a reminder and a way to encourage subscribers to opt-in.

Osborne Clarke

Subject line: What topics do you want to hear about from us?

Osborne Clarke have asked a question in their subject line, which is a good way to focus the subscriber’s attention and make them curious enough to open the email. The copy ties in with the question by listing the topics you can choose to hear about.
The “Click here to review your details” CTA is clear about what they want the subscriber to do. By using large font in orange, it’s also impossible to miss!

Moz

Subject line: Well, snap! Turns out we don’t know you as well as we’d like.

We really like Moz’s light-hearted subject line, and this tone carries on throughout the copy. Moz has incorporated the opt-in process into a survey, so they can learn more about their subscribers. Like many other companies, they have ended the email by thanking the subscriber.

Key Takeaways

Hopefully these email examples have helped you form an idea of what to include in your own re-engagement series. To sum up, here are the key takeaways:

• The subject line should be carefully considered. Try a different tactic for each email in your series, whether it includes a question, something fun or a more urgent tone.
• Feature eye-catching images or gifs to help make the emails more engaging
• List the main benefits for opting in such as subscribers being the first to receive news about competitions, sales etc
• Use personalisation to include the subscriber’s first name. This is an effective way to influence subscribers to take action
• Keep the copy short and sweet. The last thing you want your subscriber to do is lose interest before they get to the opt-in button!
• Switch up your CTAs in each email and use a bold colour for the button such as orange or green