Using Reengagement Email to Revamp the Value Proposition of Your Website
by Neil Rosen
The soul of the internet is the fact of it being an information
superhighway. The number-one reason people surf the net is to gain
information, and the number-one reason Google has become a verb is because
it provides roadmaps for people, guiding them to the information they seek.
But Google is really nothing more than a sign at a fork in the road,
suggesting the left fork if you are looking for a lake and the right fork if
your destination is the mountains. The information about what lurks in the
lake’s cold waters, or where you might find the denizens of the forest,
remain mysteries to be solved at the local level.
So think of your website in the same way, as a level-two search engine.
People come to the site from Google and click on links to learn more about
products, services, your company, etc. And while you provide some of the
information they are looking for, providing in-depth information on all
topics of interest would be overwhelming to most visitors if they’re there
for a single web session. Perfect, you say; that will make them come back
for more! Maybe you’re right, but maybe next time they will want to see what
the competition offers.
Now suppose you track the pages on your website that specific visitors spend
time reading, and, after they leave the website, provide them with
additional information via opt-in email that relates specifically to pages
they were viewing. This is called website reengagement, and in essence it
changes the website paradigm from a destination to an interactive
engagement. This is also called best practices, meeting the needs of your
site visitors by understanding what they are looking for and providing it to
them in the easiest possible way.
If your company sells furniture and someone visits your website and looks at
a specific living room collection, once they leave you can send information
about how the furniture is made. If yours is a healthcare site and someone
views pages on a specific illness, you send them articles that deal with
recent research. Most of the time this is information you already have, and
information that in fact might already exist at your website, but it is
outside the scope of the session of that particular visitor.
The follow-up emessages provide advantages to the recipient that go beyond
specific information. The fact that the information is in writing in an
email creates a file that can be saved by the recipient, and viewed whenever
the recipient has a few free minutes. The information affirms that the
recipient made a good choice in choosing your site as a destination in the
Most importantly, over time, you have repurposed your website. It is no
longer just a destination. It is now a source of information both as a
destination and as a feed, proactively providing information people are
looking for based on specific actions those people have taken, not on
surveys or polls or best guesses.
And of course this paradigm is monetized both as people begin to use your
site more as a resource than simply a destination, and as the specific
information you send provides a level of confidence in your company that
leads to purchases made directly from links in the followup email messages.
About the Author:
Neil Rosen is the Founder/CEO of
www.ewaydirect.com. He is responsible for setting the company's
strategic direction and for the development of new products. This is the
third new venture he has founded and guided to success.