What is the process for setting up a segment for customers who have unsubscribed?

Customer engagement is key to success, and one of the most valuable tools for maintaining that engagement is retargeting. Retargeting allows businesses to re-engage customers who have shown interest in their products or services but haven’t completed a desired action, such as making a purchase. However, a unique challenge arises when customers choose to unsubscribe from your email communications. These unsubscribed customers may seem like lost opportunities, but with the right strategy, they can still be valuable assets.

Managing unsubscribed customers is not just about compliance with email marketing regulations; it’s also about maintaining brand awareness and rekindling interest in a way that respects their preferences. By setting up a segment specifically for unsubscribed customers, you can create targeted retargeting campaigns that reach these individuals through alternative channels, ensuring your brand stays top of mind.

In this post, we’ll explore the process of setting up a segment for customers who have unsubscribed from your emails and discuss how you can use this segment to enhance your retargeting strategy. Whether you’re looking to boost sales, increase website traffic, or simply maintain a connection with these customers, segmenting unsubscribed users is a powerful tactic to include in your marketing toolkit.

Why Segmentation of Unsubscribed Customers Matters

Segmentation is a cornerstone of effective marketing, enabling businesses to tailor their messages to specific audiences. When it comes to customers who have unsubscribed from your email lists, segmentation becomes even more critical. Although these customers have opted out of receiving your emails, they still represent a valuable segment of your audience. They have previously engaged with your brand, expressed interest in your products or services, and may still be potential customers—if approached correctly.

Here’s why segmentation of unsubscribed customers matters:

Maintaining Brand Awareness: Unsubscribed customers have not necessarily severed all ties with your brand. They might have unsubscribed due to email frequency, content relevance, or even inbox clutter. By segmenting these customers, you can continue to reach them through alternative channels like social media, Google ads, or direct mail, ensuring your brand remains in their awareness.
Optimizing Marketing Resources: Segmenting unsubscribed customers allows you to focus your retargeting efforts on those who have already shown interest in your offerings. This targeted approach can be more cost-effective than broad campaigns, maximizing your return on investment (ROI) by reducing wasted ad spend on less engaged audiences.
Respecting Customer Preferences: Modern consumers value brands that respect their preferences. By segmenting unsubscribed customers and targeting them through non-intrusive channels, you demonstrate that you honor their decision to unsubscribe while still offering value in a way that aligns with their preferences.
Compliance with Email Marketing Regulations: Segmenting unsubscribed customers helps ensure compliance with email marketing regulations such as GDPR and CAN-SPAM. These regulations require strict adherence to customer preferences regarding communication, and by respecting unsubscribes, you mitigate the risk of legal repercussions while maintaining your brand’s reputation.
Potential for Re-Engagement: Some unsubscribed customers may have simply outgrown the need for your current offerings, but that doesn’t mean they won’t be interested in future products or services. Through segmentation, you can create targeted campaigns to re-engage these customers when you launch new offerings or promotions that may pique their interest.

Steps to Set Up a Segment for Unsubscribed Customers

Creating a segment for customers who have unsubscribed from your email communications is a crucial step in enhancing your retargeting strategy. This process involves identifying unsubscribed customers, filtering and categorizing them based on their previous behavior, and then creating the segment within your email marketing platform. Here’s a step-by-step guide to help you through the process:

1. Identify Unsubscribed Customers

The first step in setting up a segment for unsubscribed customers is to identify who these individuals are within your system. Most email marketing platforms, like Klaviyo, Mailchimp, or HubSpot, provide a straightforward way to pull a list of unsubscribed contacts.

Access Your Email Platform: Log in to your email marketing platform.
Navigate to Your Audience List: Find the section where you manage your audience or contact lists.
Filter for Unsubscribes: Use the filtering options to locate contacts who have unsubscribed from your emails. Most platforms have a pre-built filter or a “status” indicator that allows you to easily segment unsubscribed contacts.
Export the List: Depending on your platform, you may want to export this list to a CSV file for further analysis or direct use in other tools.

2. Filter and Categorize

Once you have identified the unsubscribed customers, the next step is to filter and categorize them based on relevant criteria. This step is essential for creating more tailored and effective retargeting campaigns.

Analyze Previous Behavior: Look at the historical data associated with these customers. Consider factors like their last purchase date, total spend, product preferences, and engagement history (e.g., opened emails, clicked links).
Categorize Based on Behavior: Create categories or tags that describe the behavior of these customers. For instance, you could categorize them as “high spenders,” “frequent browsers,” or “seasonal buyers.”
Prioritize High-Value Segments: Focus on creating segments that represent the most valuable customers. For example, those who made frequent purchases before unsubscribing or those who abandoned carts may be prime candidates for retargeting.

3. Create the Segment

With your filtered and categorized list in hand, you can now create the actual segment within your email marketing platform.

Go to the Segmentation Tool: In your platform, navigate to the segmentation or audience creation section.
Create a New Segment: Select the option to create a new segment, and name it appropriately, such as “Unsubscribed High-Value Customers.”
Apply Filters and Categories: Use the filters and categories you created earlier to define the segment. For example, you might create a segment for customers who unsubscribed but have made a purchase in the last six months.
Save the Segment: Once your criteria are set, save the segment. This segment can now be used in various retargeting campaigns across different channels.

Retargeting Strategies for Unsubscribed Customer Segments

With your segment of unsubscribed customers set up, the next step is to determine how to retarget these individuals effectively. Since they have opted out of receiving your emails, it’s essential to use alternative channels that respect their preferences while still engaging them with relevant content. Here are some of the most effective retargeting strategies for unsubscribed customer segments:

1. Social Media Retargeting

Social media platforms offer powerful tools for reaching specific audiences, including those who have unsubscribed from your emails.

Custom Audiences: Platforms like Facebook and Instagram allow you to create custom audiences based on your customer lists. By uploading your segment of unsubscribed customers, you can target them with personalized ads that align with their interests and previous interactions with your brand.
Dynamic Ads: Use dynamic ads that automatically show products or services that your unsubscribed customers have previously shown interest in. This personalized approach can increase the likelihood of re-engagement.
Lookalike Audiences: Consider creating lookalike audiences based on your unsubscribed segment. This strategy can help you find new potential customers who share similar characteristics with those who have previously engaged with your brand.

2. Google Ads Retargeting

Google Ads provides another avenue to reach unsubscribed customers through the Google Display Network and YouTube.

Customer Match: Similar to social media platforms, Google Ads allows you to upload your list of unsubscribed customers and create a custom audience. This audience can then be targeted with ads across the Google Display Network, including websites, apps, and YouTube.
Display Ads: Design visually appealing display ads that highlight new products, promotions, or valuable content. These ads can be shown to your unsubscribed customers as they browse other websites, keeping your brand top of mind.
YouTube Ads: Video content is highly engaging, and YouTube ads can be an effective way to reach unsubscribed customers. Create short, compelling video ads that introduce new offerings or remind customers of your brand’s value.

3. Alternative Communication Channels

While email is off the table for these customers, other communication channels can still be utilized to reach out to them.

SMS Marketing: If you have obtained consent for SMS marketing, consider sending personalized text messages to your unsubscribed segment. These messages can include exclusive offers, updates, or reminders tailored to their previous behavior.
Direct Mail: Physical mail is another way to reconnect with unsubscribed customers. Personalized postcards, catalogs, or discount offers sent to their homes can leave a lasting impression and encourage them to revisit your brand.
Personalized Ads on Other Platforms: Consider using personalized ads on platforms like LinkedIn (for B2B) or Pinterest (for lifestyle brands). These platforms can offer unique opportunities to engage specific segments based on their interests and behaviors.

4. Web Retargeting

If your unsubscribed customers visit your website, you can use web retargeting techniques to re-engage them.

Retargeting Pixels: Install retargeting pixels on your website to track visitors and serve them relevant ads as they browse the internet. Even if they have unsubscribed from emails, you can still remind them of their interest in your products.
Pop-Ups and On-Site Messages: If an unsubscribed customer revisits your site, consider using targeted pop-ups or on-site messages to offer special deals or incentives to bring them back into the fold.

Best Practices for Managing Unsubscribed Customer Segments

Effectively managing unsubscribed customer segments is essential to ensuring your retargeting efforts are both respectful and successful. Adhering to best practices not only helps maintain compliance with regulations but also fosters a positive relationship with your audience. Here are some key best practices to follow:

1. Compliance with Regulations

One of the most critical aspects of managing unsubscribed customer segments is ensuring compliance with various email marketing and data privacy regulations.

GDPR and CAN-SPAM: Ensure that your retargeting efforts comply with the General Data Protection Regulation (GDPR) in Europe and the CAN-SPAM Act in the United States. Both regulations require strict adherence to customer preferences regarding email communications, and any retargeting efforts must respect their decision to unsubscribe.
Consent Management: Before engaging in SMS marketing or direct mail campaigns, confirm that you have the necessary consents from customers. Sending communications without proper consent can lead to penalties and damage your brand’s reputation.
Privacy Policies: Regularly update your privacy policies to reflect how you handle customer data, particularly in relation to retargeting unsubscribed customers. Transparency in how you use their data builds trust and ensures compliance with legal requirements.

2. Frequency and Content Tips

When targeting unsubscribed customers through alternative channels, it’s essential to strike the right balance in terms of frequency and content.

Respectful Frequency: Avoid bombarding unsubscribed customers with ads or messages. While you want to stay top of mind, overexposure can lead to ad fatigue and further disengagement. Aim for a frequency that keeps your brand visible without being intrusive.
Personalized Content: Tailor your content to the interests and behavior of the unsubscribed segment. Use the data you have—such as previous purchases, browsing history, and engagement patterns—to create personalized ads or messages that resonate with their needs and preferences.
Value-Driven Messaging: Focus on delivering value in your retargeting campaigns. Whether it’s through exclusive discounts, new product announcements, or useful content, ensure that the messaging aligns with what your unsubscribed customers find valuable. This increases the likelihood of re-engagement.

3. Monitoring and Optimization

Continuous monitoring and optimization of your retargeting campaigns are vital to ensuring their effectiveness.

Performance Tracking: Regularly review the performance of your retargeting campaigns. Track metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to gauge the success of your efforts. Use these insights to refine your strategy over time.
A/B Testing: Conduct A/B tests on different aspects of your campaigns, such as ad creatives, messaging, and targeting criteria. Testing allows you to identify what resonates most with your unsubscribed audience and optimize your campaigns accordingly.
Adjusting Segments: As you gather more data, refine your segments to better target high-value customers. You may find that certain sub-segments respond better to specific types of campaigns, allowing you to further tailor your retargeting efforts.

4. Re-Engagement Campaigns

For some unsubscribed customers, there may be opportunities to re-engage them and potentially bring them back to your email list.

Win-Back Campaigns: Consider running a win-back campaign targeting unsubscribed customers through alternative channels. Offer them an incentive to resubscribe, such as a special discount or access to exclusive content. Ensure that this approach is done respectfully and provides clear value.
Feedback and Surveys: Use surveys to understand why customers unsubscribed and what might encourage them to re-engage. Feedback can provide valuable insights into improving your overall communication strategy.

Conclusion

Managing and retargeting unsubscribed customers is a delicate balance of respecting their preferences while still leveraging their potential as valuable audience members. By carefully segmenting unsubscribed customers and employing targeted retargeting strategies through alternative channels, you can keep your brand in their awareness and potentially re-engage them in the future.

The process begins with identifying and categorizing unsubscribed customers, followed by creating precise segments that can be used across various platforms. Whether through social media, Google ads, SMS, or direct mail, these retargeting efforts should be carefully crafted to deliver value and maintain compliance with privacy regulations.

By adhering to best practices—such as ensuring regulatory compliance, maintaining respectful frequency, and continuously optimizing your campaigns—you can enhance your retargeting strategy and improve your chances of reconnecting with these customers. Remember, the goal is not just to sell but to rebuild trust and offer something of value that encourages these customers to reconsider your brand.

With the right approach, even those who have unsubscribed can still contribute to your business’s growth and success.