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Re-introduction to old contacts:
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General, Hints & Tips
Recently a client of ours, wanted to send to an archived list of previous customers who hadn't received an email from them in months - years. This is referred to as a soft opt-in (an email address gathered at time of a sale or transaction with a customer)
If you’re in a similar situation then you need to think carefully before sending to these recipients, as it's quite likely they won't remember opting in or even using your services. In which case, even though they bought from you a few years back, they may not want to hear from you now. What you don't want is for them to junk your email or report it as spam (BAD).
So make a clear re-introduction email, but make sure it's worded correctly, don't send them a sales email, send them a polite notice, explaining how got their information and that you'd like to begin mailing them again. Try to come up with an incentive for them to stay opted-in for example "as a valued customer we would like to continue sending you special discounts".
Make it clear that they opt out at the bottom should they no longer wish to receive from you. You can add an additional unsubscribe link using *unsubscribe* in your e-shot, which will insert your entire 'pre-defined' unsubscribe message.
We recommend you break the list up into smaller groups, rather than all in one go. Send to 1,000 at most, and see how it performs. You can then make a judgement whether to tweak the e-mail or continue. Of course if you haven't tested these addresses in years, do expect a number of hard-bounces.
Peter O'Connell
Web Designer
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