Newsletter Reactivation Campaign

What: A series of sequenced emails to inactive subscribers
Why: 76% of our audience is RARELY engaging with our newsletters. Though our average open rate is 39% and are well above industry averages, we are not engaging the majority of our audience and should aim for an open rate between 60-80%.
How: Send reactivation emails to subscribers who have not opened the last 15 campaigns and gather demographic data for tailored engagement.

### Creative Brief

**Campaign Type:**

1. Sequence campaign of 8 emails activated after 3 unopened newsletters
2. Initiate campaign for subscribers already within the "rare engagement" category who have not opened the last 15 campaigns.

**Campaign Duration:**

Campaign ends after the 8th email if the subscriber has not responded and/or has opened 1 of the last 5 campaigns since the re-engagement campaign initiated

**Target Audience:**

- Mid-career and Senior Software Engineers and Technologists that have some decision-making power
- Interested in software development, design, and DevOps
- Passionate about reducing software's environmental footprint by way of decarbonizing software, making software more energy efficient, using greener energy sources, and minimizing resource usage
- Motivated by grassroots efforts
- Understand the importance of top-down leadership in technology to drive systemic change
- The audience is 50% men and 50% women
- Located all over the world, but prime markets include London, New York, India, Montreal, San Francisco

**Re-engagement Campaign Steps:**

- [ ] Segment Inactive Subscribers: Identify subscribers who have not opened the last 15 campaigns and separate them from the active segment.
- [ ] Email Series: Create a series of 8 re-activation emails to entice inactive subscribers to engage with the Green Software Foundation's newsletters.
- [ ] Personalization: Tailor each email to address the recipient by name and include relevant content based on their interests (if available).
Signed up for SOGS
Registered for Carbon Hack or Decarb
- [ ] Incentives: For individuals part of a member organization, offer the opportunity to join an upcoming WG meeting?
- [ ] Progressive Messaging: Gradually increase the sense of urgency and personalization in subsequent emails to capture the attention of inactive subscribers.
- [ ] Call-to-Action (CTA): Include a clear and compelling CTA in each email to encourage subscribers to open the email, visit the website, or take a specific action.
- [ ] Demographic Data Collection: Include an optional survey to confirmation email to re-activated subscribers to gather additional demographic data from re-activated subscribers.

Email Sequence Strategy:

Email 1: Re-engagement Introduction
Subject Line: "{first name}, we miss you!"
Purpose: Remind subscribers about the Green Software Foundation and their benefits.
Content: Briefly introduce the Green Software Foundation's mission, recent achievements, and upcoming projects.
CTA: Encourage subscribers to re-engage by clicking a link to update their preferences.

Email 2: Individual Contributor
Subject Line: "Your contribution matters - join the conversation!"
Purpose: Highlight the importance GSF places on individual contributors and all the various ways they can engage with the foundation and participate in strategy, problem-solving, knowledge exchange and innovation.

Email 3: Inspiring Green Software Stories
Subject Line: "Discover the Inspiring Stories of Green Software Innovators"
Purpose: Showcase real-world success stories and inspire subscribers with the impact of green software practices.
Content: Share anecdotes/case studies of organizations or individuals who have implemented sustainable software practices and achieved remarkable results.
CTA: Learn from the experiences of others and gain insights into how you can make a difference through green software practices.

Email 4: Expert Panel Discussion - Join the Conversation! (maybe the AI one)
Subject Line: "Join Our Expert Panel Discussion on the Future of Green Software"
Purpose: Engage subscribers with a live panel discussion featuring industry experts and thought leaders, providing valuable insights into the future of green software.
Content: AI panel discussion (TBC).
CTA: Encourage subscribers to reserve their spot for the live panel discussion by registering through a provided link.

Email 5: Interactive Poll - Have Your Say on Green Software Priorities
Subject Line: "Participate in Our Green Software Priorities Poll"
Purpose: Engage subscribers in a meaningful way by inviting them to participate in an interactive poll to gather their opinions and insights on key green software priorities.
Content: Gather valuable feedback from subscribers regarding their opinions on the most pressing green software priorities. Explain that their input will help shape future initiatives and focus areas for the Green Software Foundation.
CTA: Encourage subscribers to click the provided link and participate in the poll to have their voice heard.

Email 6: Community Engagement
Subject Line: "Join Our Green Software Community - Make a Difference Together"
Purpose: Promote the Green Software Foundation's online community and encourage subscribers to participate.
Content: Describe the benefits of joining the community, such as networking opportunities, collaboration, and access to exclusive content.
CTA: Encourage subscribers to join the community and start engaging with other members.

Email 7: Resource Spotlight - Expand Your Green Software Knowledge
Subject Line: "Guess what! There's more to know about the State of Green Software"
Purpose: Provide subscribers with a valuable resource to enhance their understanding of green software practices and encourage continuous learning.
Content: Reintroduce the State of Green Software report.
CTA: Invite them to share their thoughts or key takeaways with the Green Software Foundation community on social media using #SOGS23.

Email 8: Final Reminder - Last Chance to Stay Connected
Subject Line: "Last Email: Your Decision Will Determine Our Next Steps"
Purpose: Convey the urgency of the situation and let subscribers know it's the final opportunity to re-engage.
Content: Express gratitude for the subscriber's past support and mention that this is the last email they will receive unless they take action.
CTA: Encourage subscribers to click a link to update their preferences if they still wish to receive communications from the Green Software Foundation.
Additional Note: Clearly communicate that if they don't respond, their email will be removed from the subscriber list, and they will no longer receive any further communication from the Foundation. This email should also express the other ways they can stay informed and engaged and that we will always welcome them with open arms if they do decide to resubscribe!