I’ve been respiratory life into electronic mail campaigns since 2007 when the iPhone was the most recent factor on the block. Although the training sources for electronic mail entrepreneurs have developed since then, I nonetheless have numerous re-engagement electronic mail examples in my inbox which don’t immediate me to, effectively, re-engage.
Whereas getting ignored by your subscribers is unhealthy sufficient, if too many subscribers do the identical, you might find yourself damaging your sender popularity, which can encourage electronic mail service suppliers to deal with your messages as spam.
Because you clearly don’t need that, I’ll clarify all the things you must learn about electronic mail re-engagement and how one can get your pretty subscribers again — with some added spice from specialists as effectively.
Desk of Contents
What are Re-Engagement Emails?
Re-engagement emails are advertising emails you ship to reconnect with clients who haven’t interacted together with your model for some time.
Like a meetup with an outdated buddy, a re-engagement electronic mail is commonly about remembering the nice reminiscences you shared — somewhat than asking for favors (or asking clients to buy your merchandise).
In my expertise, a well-done re-engagement electronic mail conveys “we miss you” as an alternative of “we miss your cash” to regain a buyer who might have forgotten about your model.
Significance of Re-Engagement Emails
Whereas re-engagement emails provide a number of benefits to electronic mail entrepreneurs, I sometimes depend on them for the next use instances.
- Entice inactive clients. An electronic mail topic line like “You’ve Obtained Mail!” might have given web customers goosebumps 20 years in the past, however this isn’t the case now. With about 360 billion emails despatched and obtained day by day across the globe, it’s straightforward for patrons to overlook your advertising emails. So, I like to recommend giving your subscribers a mild nudge to re-engage them.
- Generate missed income. Not like 25% of recent clients who abandon a purchase order as a result of they don’t belief a web site with their monetary particulars, your present clients already belief you. This makes them a dependable income.
- Enhance electronic mail sender popularity. Whereas sending emails to all of your leads sounds good on paper, it’s a certain strategy to get exiled into the spam dungeon. In line with Validity, 15% of emails by no means attain the inbox. By sending re-engagement emails, you may resolve the destiny of inactive subscribers and defend your electronic mail sender popularity.
Professional tip: Use re-engagement emails to see the place you’re missing in your common advertising emails — form of like A/B testing. This manner, you may refine your methods and enhance subscriber engagement.
If a re-engagement electronic mail helps you join together with your disengaged viewers section, it would aid you get a greater open price from the lively viewers base as effectively.
Lina Lugova, chief advertising officer at Epom, emphasizes including the lacking worth: “The rationale why it’s important to ship a re-engagement electronic mail is that your earlier exercise didn’t deliver sufficient worth, so it’s best to do it now.”
Widespread Kinds of Re-Engagement Emails
The suitable re-engagement electronic mail is determined by the recipients. You possibly can go along with a delicate “We Miss You!” or go for a humorous “Take Me Again!” That stated, listed here are my favourite forms of re-engagement emails for bettering engagement metrics.
We Miss You
As a substitute of calling a subscriber out for being inactive, you can begin on a optimistic word and remind them of the nice instances they’d with you. When crafting a “We Miss You” electronic mail, my purpose is to remind inactive clients concerning the worth the precise model had of their lives.
Professional tip: You don’t have to incorporate “We Miss You” in your topic line — actually, I like to recommend avoiding it since many manufacturers default to it.
Right here’s a “We Miss You” electronic mail template I usually use:
Topic Line: Bear in mind When [Past Memory]?
Preview Textual content: It’s been too lengthy, outdated buddy …
Hello [Name],
Keep in mind that time [personalized experience].
However currently, I can’t assist however really feel like we’ve been drifting aside. I miss the hustle and bustle of getting you round. Our friendship simply isn’t the identical anymore.
The excellent news is — it’s by no means too late for a heartfelt reunion!
Then I’ll shut the e-mail with a sturdy CTA.
Tantalizing Supply
Contemplate providing reductions. These particular affords will help you win again clients. That stated, because the recipients are disengaged clients, I like to recommend choosing the sort of electronic mail once you provide a higher-than-usual low cost.
Whereas a re-engagement electronic mail highlighting a reduction isn’t a lot totally different from a regular low cost electronic mail, you should optimize your topic line. As a substitute of choosing generic topic traces, like “[Name], Declare Your Supply At present!” add recognizable worth and personalization.
For instance, I like a re-engagement electronic mail with a topic line that claims “Get 50% Off Your Subsequent Buy As a result of We Miss You!”
Advice Refresh
A re-engagement electronic mail providing customized suggestions also can aid you win again clients. Nonetheless, a advice refresh feels incomplete with out segmentation information, so I solely advocate utilizing this for those who’ve acquired a advertising automation instrument with related content material, equivalent to buy conduct, looking exercise, and top-reviewed merchandise.
As soon as I’ve the mandatory recipient particulars, I take advantage of a template like this one, after which shut with a CTA.
Topic Line: You Cherished These, [Name]. However Wait ’Til You See The New Picks…
Preview Textual content: New customized suggestions made only for you!
[Email copy with recommendations]
Self-Enchancment Pitch
Personalised suggestions work for ecommerce manufacturers — however not a lot for SaaS companies. As a substitute, I’ve discovered that SaaS companies get increased click-through charges by teasing upcoming revamps, new choices, or enhancements primarily based on consumer suggestions.
Right here’s a re-engagement electronic mail template I like to recommend when sharing the way you improved your providing:
Topic Line: [Name], Your Suggestions Helped Us Degree Up!
Preview Textual content: You helped form one thing superior. Come see what’s new!
Due to invaluable enter from customers like your self, we’ve lately rolled out some main upgrades. We revamped the [key updates] primarily based in your requests. And let’s simply say the outcomes can have you rejoining the fan membership very quickly.
[Quick tease of one to two new updates/offerings and then close with CTA]
Powerful Love Conversations
Final however not least, I deal with electronic mail advertising as a dialog with my clients. So, I take into account it truthful to be brutally sincere concerning the fading relationship with a little bit of drama or humor.
You possibly can strive your luck with a cheeky topic line, like “Did We Fail You?” Equally, you may go for “Did We Unintentionally Break Your Coronary heart?”
Actual-Life Examples of Re-Engagement Emails
- Apple Music
- Asana
- Roaman’s
- The Hut
- Cole Haan
- Venmo
- Arc
- Acumatica
- Part
- RY
1. Apple Music
To re-engage inactive customers, Apple Music sends out a collection of new music they is perhaps occupied with. Whereas it’s not as customized as I’d prefer it to be, it incorporates a curated assortment of the newest music throughout totally different genres to make sure there’s something for everybody.
2. Asana
I really like what Asana’s doing with its re-engagement electronic mail marketing campaign. It has all the things that’ll heat a reader’s coronary heart — a pleasant tone, private connection, and new options providing worth. Impressively, Asana additionally added a human contact by together with a picture of Nikki Henderson, the Asana Training Buddy.
3. Roaman’s
Roaman’s win-back electronic mail has a number of issues happening. First, I actually dig its massive “We Miss You!” Apart from that, it additionally affords a hefty low cost to get the recipients to click on via. Plus, the call-to-action — “one-time unique provide” — creates a way of urgency and exclusivity.
Professional tip: When you may really feel pressured to supply a reduction in a “We Miss You” electronic mail, it’s not vital in case your model doesn’t do reductions.
Greg Zakowicz, senior advertising knowledgeable at Omnisend, agrees: “If a model steadily reductions, I’d use a reduction to generate a sale. If a model doesn’t steadily low cost, I wouldn’t really feel pressured to supply one.”
4. The Hut
The Hut isn’t attempting to make a sale instantly. As a substitute, it’s giving its electronic mail subscribers an choice to replace their electronic mail preferences or unsubscribe. Whereas this type of electronic mail received’t get you gross sales, it helps you clear up your electronic mail record and enhance your electronic mail deliverability price.
Professional tip: Give inactive subscribers an opportunity to choose out in the event that they now not want to hear from you. As heartbreaking as that is, it’ll massively enhance the effectiveness of your electronic mail advertising campaigns.
5. Cole Haan
With regards to attire, I’ve discovered that customized suggestions rule the sport. And Cole Haan appears to be rocking that philosophy with its re-engagement electronic mail — even complimenting the recipient. I really like how the fashions are gazing expectantly on the recipient.
6. Venmo
The cheeky electronic mail entrepreneurs at Venmo aren’t simply hinting on the worry of lacking out (FOMO). As a substitute, they’re straight-up telling you that you just’ll be lacking out for those who don’t obtain the newest model of the app.
7. Arc
I really like the “You Requested, We Delivered” theme from Arc. It highlights all of the consumer expertise suggestions Arc utilized, encouraging unengaged clients to offer Arc another probability.
8. Acumatica
Acumatica is taking subscriber record hygiene to a refreshing blunt degree by issuing the “Do you continue to wish to hear from us?” actuality verify. A low sender popularity with inbox service suppliers (ISPs) renders an electronic mail advertising marketing campaign a failure, so I like what Acumatica is doing.
9. Part
I’ve a knee-jerk aversion to “You Can not Miss” headings as a result of I discover them overused — there are numerous flop motion pictures with the identical phrase of their trailers. That stated, I prefer it on this electronic mail topic line as a result of Part instantly provides social proof by saying “we requested our college students.”
10. RY
RY is reducing straight to the chase with its “We Miss You” electronic mail. Apart from the topic line, the one different factor within the electronic mail is a coupon and a CTA. Whereas comparatively blunt, I believe it’s an efficient re-engagement electronic mail for giving a final probability to inactive clients.
Professional tip: If clients nonetheless don’t reply after a number of nudges, it’s higher to take away them out of your electronic mail record as an alternative of creating the spam folder your vacation spot.
Get Able to Re-Have interaction
Whereas different digital entrepreneurs may panic over an uptick in dormant electronic mail subscribers, I consider them as my private take a look at viewers for contemporary content material concepts and out-of-the-inbox wooing methods.
As a substitute of shedding sleep over it, use the templates on this information to develop your individual re-engagement electronic mail sequence and win again clients.
Editor’s word: This put up was initially revealed in October 2019 and has been up to date for comprehensiveness.
