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

Why Digital should be in your Marketing Mix

Google and the marketing mix

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

reasons why digital marketing

So you’ve handed over your Instagram account to the resident office millennial and had a quick poke around AdWords. You’ve sent a few emails and have the feeling you should be blogging more regularly, but deep down you’re not really sure what the point of it all is.

Of course, we completely get digital marketing (for that, read we’re absolutely obsessed with it), so thought we’d preach to the not-quite converted about why digital marketing should be a key player in your marketing plan.

There’s a whole bunch of digital marketing tools that you can use to promote your brand:

  • content marketing and SEO
  • organic, local and paid search
  • social media
  • email marketing
  • your blog

Choose the best combination of  these to direct people to your website from all over the internet, e.g. through a friendly chat on social media, by posting informative blog content and Youtube videos and by sending targeted and personalised email campaigns. You can even remind people what they were browsing for with remarketing ads – here’s a geeky stat for you: 70% of users who revisit your website through remarketing are likely to convert (CIM 2018).

Just make sure your campaigns work as well on phones as they do on laptops, and check that your message and tone of voice are consistent so that your brand is immediately recognisable across all channels.

One of the beauties of digital is that it’s cheap. Cheap is obviously a pretty subjective word, but there’s no denying that digital marketing is less expensive than traditional advertising.  TV and magazine adverts may be out of your reach, so why not replace TV ads with YouTube vids and magazine ads with blog posts? Better than cheap, digital marketing is cost-effective. You can test and target different audiences to find out exactly what works and save money by promoting your brand to people who are genuinely likely to buy from you.

Digital marketing also lets you measure how well your campaign is performing. Reports from Google Analytics, your email platform and Facebook Page Insights, for example, show you exactly which campaigns your customers are engaging with and which ones might need some work. The amount of data presented can be pretty daunting, but if you’re a Google Analytics newbie, you could focus on

  • how may unique page visitors are you getting?
  • where are your visitors coming from? Is it a Google search, a link in a personalised email or a Facebook post?
  • how many people actually clicked on your ads and how much did each click cost you? Did these clicks turn into conversions?

Check your bounce rate and average time on site too to find out if people are finding your website content relevant.

Social media often goes hand in hand with digital marketing, and it’s a great tool to find out what people are saying about you (or to monitor brand sentiment, if you fancy a bit of marketing jargon). Build rapport and show customers that you care by engaging with them online. Chat with customers to nip any issues in the bud – even if you don’t do social media, your customers probably do and it’s better they raise any concerns directly with you rather than having a good old Facebook rant to everyone else. One thing to bear in mind is vanity metrics – it’s hugely flattering to see your number of Likes and Followers rise, but are these actually getting customers to your site (and ultimately to your checkout)?

Worried about biting off more than you can chew? Give our friendly team a shout to find out more about our digital marketing services. You can call us on 01604 696385 or email us at

Top Tips for Driving Traffic to your Website

Having a website with no traffic going to it is pretty pointless, right? It is essential that you know how to gain more visitors to your site in order to keep your website functioning. Websites can be an effective way to develop your online presence and brand awareness. By not having a website, you could potentially lose out on business. In this article, we’re going to cover some effective ways to help drive traffic to your website. Website Traffic image

Regular Social Posting

Social media is an extremely powerful tool nowadays and you’ll find that the majority of your customer base will be using some kind of social media platform on a regular basis. As a business on social media, you can inform and connect with your audience on a more personal level. By consistently posting and interacting with users on social media keeps customers in the up to date with company news and updates. If your audience are leaving comments and posting on your social media feeds, it’s vital that you engage with them and answer questions. It can make your company look bad if there are numerous unnoticed posts from users. Read our post on how social media marketing drives sales for more information on effective social media marketing.

Guest Blogging

Guest posting is a great way to drive traffic to your website. By posting informative content on a reputable site can give you high quality traffic to your site as well as increasing brand awareness. ‘Keyword stuffing’ and content that is considered spam can have a negative affect on your brand so it’s best to stick to posting content that can inform and inspire your readers. You can even invite people to write guest posts for your blog, as it will reward your site too. They will most likely share and link to their guest article on their social accounts which could bring in new readers to your site.

Improve your on-page SEO

SEO friendly content is important in order to attract customers to your website. With the right on-page optimisation and relevant keywords, viewers can easily find your site via search engines. By optimising your meta descriptions, page titles, and implementing image alt texts can definitely help boost your organic web traffic. Also using appropriate keywords in page titles and in on-page copy can increase traffic to your site. As your page title for a webpage is what is displayed in Google search results, you need to ensure that each page title contains a relevant keyword. Read our blog post on ways to boost your website ranking via SEO.  

Send frequent emails to your database

Many businesses are too focused on attracting new customers they forget about their existing customers. By sending out regular emails to your database, it keeps them interested in your company and assures them that you’re still around. Email marketing is a powerful tool when performed correctly. Send loyal customers emails with promotional offers, satisfaction surveys, updates and company news to keep them informed and let them know you appreciate them.  

Paid Advertising

Paid ads can undoubtedly drive traffic to your website although it has little long-term potential. Short-term results can be effective although once the ads are turned off it can become rather useless. If you want a guaranteed stream of traffic to your site on a short-term basis then paid advertising such as Facebook, LinkedIn and Twitter Ads can be successful options. Google AdWords on the other hand is a great example of paid advertising that can be easily tracked. When creating ads on AdWords, you are only charged once someone has registered their interest by clicking on your text or display ad, which means you don’t waste money. Here at Star Digital, we work alongside our clients to help increase their website traffic and brand awareness, call us today on 01604 696385 or email