Re-Engagement Campaign Audit
Check whether win-back messages worked and what they cost.
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Audit a re-engagement campaign. The emails sent, definition of inactive and results: [CAMPAIGN_DETAILS]. List size before and after: [LIST_SIZES]. Effect on deliverability metrics: [DELIVERABILITY]. Check whether the definition of inactive suits the sending pattern, whether the messages were honest and easy to act on, how many people reactivated and what they did next, and the effect of removal on engagement rates. Return a table with Measure, Before, After and Reading, a verdict in red, amber or green, and rules for the next campaign. Retention and consent rules are [VERIFY] for [JURISDICTION]. Also compare complaint rates and unsubscribes with normal campaigns, check whether suppressed addresses were later mailed by mistake, and recommend whether to run the campaign again. Suggest a calendar for repeating the exercise once or twice a year. Rank findings by likely effect on results and by effort, give the evidence for each, and recommend changing one thing at a time so that cause and effect can be seen.
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