Boost your Email Marketing Engagement With a Sunset Campaign 

Sunset Email Strategy

Boost your Email Marketing Engagement With a Sunset Campaign

23rd April 2018 by Roger Martin

Boost your Email Marketing Engagement With a Sunset Campaign

23rd April 2018 by Roger Martin


When you notice your email metrics start to slide, it can be tempting to delete inactive subscribers as a quick fire way to boost your open and click rates. This common knee jerk reaction, however, puts you at risk of losing potential customers. Everyone on your list either once wanted to hear your news or has bought from you in the past, so rather than just press delete, try and re-engage inactive subscribers by implementing a sunset strategy.

Sunset strategy: deciding how long inactive subscribers stay on your mailing list before removal and sending re-engagement emails to maintain a mailing list of engaged recipients

1. Identify your inactive subscribers

This will vary depending on your sector, but generally, we consider inactive subscribers to be opted-in contacts who haven’t opened an email or clicked through for six months. If you send emails more frequently than once a month, you may want to shorten this timeframe.

Identify your unengaged recipients and segment them into two groups: those subscribers who have never opened an email or bought from you, and those who have bought from you, but not in the last 12 months.

You can read our tips on email segmentation here.

2. Send a farewell email to unengaged recipients

Create and send a goodbye email to the first segment, i.e. those subscribers who have never opened an email. Give them a final chance to reconnect, and if they still don’t engage, go ahead and remove them from your list.

This email from haircare brand Paul Mitchell reminds subscribers of what their newsletters contain (style inspiration, product announcements and upcoming events) and gives them the chance to continue receiving emails with the fun message Keep them coming. The copy is casual and includes an emotional pull, and there’s a great graphic to showcase the products. The large social buttons encourage recipients to keep in touch in other ways, even if they don’t want to receive emails. Recipients don’t even need to unsubscribe – it’s clear this is the final communication, unless people opt in.


3. Send a reengagement email to people who have bought from you in the past

Subscribers who have previously shopped with you warrant a little more TLC. Before sending them a farewell email with an opportunity to reconnect, try to win them back with a reengagement email. This should include a good incentive to click (e.g. an exclusive promo code) and relevant content, based on browsing and buying history.

This email from British fashion brand Boden is a great example. It keeps its emotional appeal light-hearted with a good fashion-based pun, and includes two very obvious buttons. Subscribers can either stay updated with I miss you too or can unsubscribe by clicking I need space. The social icons are nice and clear, encouraging subscribers to stay in touch in other ways. Boden also flag up their referral programme and 60% sale with a clear ‘Shop now’ call to action. Frankly, if subscribers don’t click now, they probably never will, and can safely be removed.


Building and maintaining an engaged customer list is crucial for effective email marketing. It’s far better to have fewer people who engage with you than a long list of inactive subscribers.

Need help in building segmented lists or devising engaging email campaigns? Our friendly email marketing team would love to help. Call us on 01604 696385 or email at

Facebook Data Scandal – What Does it Mean for You?

Facebook data scandal

Facebook Data Scandal – What Does it Mean for You?

12th April 2018 by Roger Martin

Facebook Data Scandal – What Does it Mean for You?

12th April 2018 by Roger Martin

Facebook is hitting the headlines for all the wrong reasons this week, but what does the Facebook data scandal mean for small businesses?

Facebook data scandal

Why the controversy?

The backlash follows the Cambridge Analytica controversy which saw 87 million users’ data being shared with the firm via a quiz app on Facebook, and Facebook seeming to turn a blind eye to this.

The furore has led to CEO Mark Zuckerberg appearing before Congress, Facebook quickly redrafting their user data policies, and many users calling upon people to #deletefacebook.

Combined with January’s algorithm change, which means content from friends and family is shown before content from brands, you may be wondering whether to follow companies like Sonos and pull the plug on your Facebook ads or even take a break from Facebook altogether, like internet giant Mozilla.

What does the Facebook data scandal mean for small businesses?

Despite calls for people to delete their Facebook account, Zuckerberg claimed in his testimony this week that there has not been a dramatic decline in users. However, one thing’s for certain – users are going to be much more savvy about the data they share now that they know it’s not necessarily protected.

It’s more important than ever to check you’re targeting the right audience, and with organic reach falling for many brands, you need to fight your corner by crafting compelling content that users will want to share and interact with.

Should I still advertise on Facebook?

With 1.4 billion daily active users (December 2017), Facebook represents a huge potential market, even if some of these users do decide to delete their accounts. It spans age groups, demographics, locations and interests, and allows advertisers to drill down into these to create genuinely targeted and relevant ads. Combined with its other tools which allow you to create lookalike audiences and remarket to custom audiences, there’s nothing quite like Facebook for advertisers.

However, don’t focus solely on Facebook. Sure, it’s great for lead generation, but a diverse marketing plan that encompasses social media, SEO, PPC and email will help you reach customers at all stages of the sales funnel.

A diverse strategy also helps you stay resistant to any changes in public sentiment toward brands like Facebook and Google and to any algorithm updates they may release.

At Star Digital, we help small businesses enhance their digital footprint and maintain a strong online presence through a range of digital marketing services including social media management, email marketing and SEO. Contact our friendly team for more information on 01604 396385 or

Google Analytics Ultimate Beginner’s Guide

Google Analytics Guide

Google Analytics Ultimate Beginner’s Guide

10th April 2018 by Roger Martin

Google Analytics Ultimate Beginner’s Guide

10th April 2018 by Roger Martin

Google Analytics

So you’ve just launched a new website, but how can you ensure that people visit your site? By using simple tracking software such as Google Analytics will help you to measure the amount of people visiting or interacting with your site. We have created a simple guide to help you utilise Google Analytics effectively for your organisation.

Setting up an Account

Although Google Analytics might seem overwhelming at first, setting up an account is a simple two-step process. Firstly, make sure you have a gmail email address set up as you will need one to create your Analytics account. Next, sign up using basic information including the name of your organisation, the website you wish to track and it’s URL.

Install a tracking code

Google will automatically generate a Global Site Tag tracking code for users to place in the <head> of the every webpage that wants to be tracked. Tracking codes are created for each property linking to the account. This can be found by clicking Admin>Tracking Info>Tracking Code.

Google Analytics

Depending on your cms platform, you might not use the Global Site Tag and can use the short Tracking ID provided. It’s best to find out how you will activate your Analytics account before choosing your cms platform.


Key metrics


After you’ve successfully set up your Google Analytics account, you can now start to measure relevant data from your site.

Viewing sessions on your site


Google Analytics allows you to view your audience’s demographics and even what browser or device they are using. This is useful to determine your type of audience and new and returning visitors to your site. Here you can see which devices are most successful for users and how mobile responsive your website is.


Traffic Google Analytics


Measuring traffic via Source


It is essential to know who is visiting your site and when, but it is also equally as important to know where your traffic is coming from for example, organic searches, direct, social or referrals.

This can be viewed in Acquisition>All Traffic>Channels in which it will show the amount of sessions, new sessions, new users from each source as well as the bounce rate and average session duration. All goals that have been set up are also shown here including the goal conversion rate, the amount of goal completions and the goal value.

Google analytics


Viewing conversions and completed goals


To track conversions effectively, it is vital to create goals for your website. Goals represent a completed activity on all pages of your website. You can set up around 20 goals including different types depending on your business objectives. These include:

Destinations – this is where you can set for a particular location to be loaded on a users page for example a ‘Thanks for your order’ web page

Session Durations – you can set a specific amount of time and select a condition, either greater than or less than, and track visitors that meet the criteria.

Pages/Screens per session – you can track users who view a certain number of pages

Event – you can track a user’s action on a video play or advert click


Conversions in Google Analytics


Identifying slow loading pages


You need to understand what pages on your website are performing well and what pages aren’t. In Google Analytics you can break down the pages and view the average page load time for each page. This can help you to see which pages need optimising, if any.

You can also view the exit percentage, bounce rate, page views an page value of each web page. By clicking on Behaviour>Site Speed>Page Timings, you can view this data for all of the pages on your site.

Google Analytics

Create custom reports


By creating custom reports, you can view more accurate and useful data from your website. You can choose the dimensions and the metrics and decide how they are displayed. You have to specify at least one dimension and one metric.

Reports can be created to monitor different types of activity on your website such as monitoring the day and time people are on your site, tracking daily ecommerce traffic, performance of social media activity, PPC campaign performance, conversion tracking and more.

Custom reports can be saved and managed and shared if required. When a custom report is shared, only the configuration information is available, your data remains private.

google analytics

At Star Digital, our Google certified team can help your set up your Analytics account successfully and ensure you are analysing your website data correctly. Call our friendly team on 01604 696385 or email at