Arenatip #1 - How to reactivate inactive contacts?

In an ultra-competitive environment, maintaining the engagement of your fans and clients is crucial for the success of your marketing campaigns and for maximizing revenue. Inactive contacts, whether they are from your marketing audience or ticketing/merchandising clients, represent untapped potential.

Objectives

• Recreate an opportunity for loyalty-building.
• Identify and segment inactive contacts within your database.
• Increase revenue, as re-engaging a customer is less expensive than acquiring a new one.
• Improve open/click rates, offering better visibility on your performance.
• Automate the management of inactive contacts for regular follow-up and an optimized database.
  
  
  

Step 1 - Define what an inactive contact is

Inactive marketing contacts receive your emails but no longer open or click on your campaigns.

• Go to Contacts > Segments on Brevo
• Create a segment from scratch
• Set the parameters to identify a contact as inactive
  • Expert tips :
    • Creation date: More than 12 months ago
      • AND Received email: At least one email campaign in the last 12 months
      • AND Not opened email: Any email campaign in the last 12 months
    • OR Creation date: More than 12 months ago
      • AND Email not sent: Any type of email in the last 12 months
• Name the segment: “Inactive Marketing”

Inactive ticketing/merchandising contacts are those who no longer purchase your products.

• Create a list called “Inactive Ticketing 6 months” on Arenametrix
• Filters :
  • Include :
    • Number of events: Greater than or equal to 1
    • Ticket status: Sold
    • Product type: Ticketing or Merchandising
  • Exclude :
    • Number of events: Greater than or equal to 1
    • Ticket status: Sold
    • Product type: Ticketing or Merchandising
    • Purchase period: Within the last 6 months

• Status : Dynamic

Step 2 - Reactivate these inactive contacts

1. A one-time reactivation campaign allows you to quickly and effectively target inactive contacts, offering a simple solution to generate short-term engagement.
   
   
   • Create an email campaign “Reactivating Inactive Contacts” on Brevo
     • Sender :
       • Select your sender address and name it
         
         
     • Recipients :
       • Select the “Inactive Marketing” segment or your “Inactive Ticketing 6 months” list
         
         
     • Campaign subject line
       • Choose a personalized message (e.g., “, we miss you!”)
         
         
     • Design :
       • Edit your email templates using Brevo’s Drag and Drop editor, incorporating your tone, logo, photos, and calls to action to redirect fans to your ticketing platform and store.
       • Include promotional codes to encourage fans to reconnect with your club!

      

     • Schedule and send your reactivation campaign
   
   
   
   
2. A marketing automation workflow enables continuous management of inactive contacts by triggering personalized follow-ups, ensuring sustainable follow-up, and a more qualified database.
   
   

For ticketing/merchandising inactive contacts:

• Create an automation using the editor
  
  
• Drag and drop the trigger block Added to a list
  • Select your “Inactive Ticketing 6 months” list
    
    
• Drag and drop the action block Send an email

• • Select your pre-created email template
    
    

• Activate the automation

For marketing inactive contacts:

• Create an automation using the editor
  
  
• Drag and drop the trigger block Contact is in a segment
  • Select your “Inactive Marketing” segment
    
    
• Drag and drop the action block Send an email

• • Select your pre-created email template
    
    

• Set up the configuration as shown in the screenshot on the right in the Audience section. 
  
  • This way, inactive contacts will be re-engaged every 6 months.