By Pam Neely June 21, 2024
Have you ever observed a major variety of your electronic mail listing subscribers are now not interacting along with your content material or following your calls to motion? Then it could be time to start out a re-engagement electronic mail marketing campaign!
This is usually a tremendous efficient electronic mail advertising technique for profitable again inactive subscribers.
In spite of everything, one examine signifies that the typical electronic mail listing decay price, which is the share of subscribers who grow to be inactive, is between 22% and 30% per 12 months.
Because of this, except you’re cleansing your electronic mail listing frequently, you’re probably sending a number of messages into the void, by no means to be seen once more.
Nonetheless, with re-engagement emails, you can begin profitable again a few of these inactive subscribers. To achieve success, although, you’ll have to maintain some greatest practices in thoughts.
So, on this article, we’ll discover easy methods to write win-back emails. We’ll additionally present examples of some efficient re-engagement electronic mail marketing campaign methods, from one-off surveys and free sources to whole electronic mail sequences.
What’s a re-engagement electronic mail?
A re-engagement electronic mail, additionally known as a “win-back electronic mail”, is a message you ship to subscribers who’ve grow to be inactive.
These emails intention to rekindle the curiosity of people that haven’t made a purchase order or interacted along with your model for some time.
Re-engagement electronic mail campaigns are a fantastic technique for sparking the curiosity of inactive subscribers earlier than eradicating them out of your mailing listing. In spite of everything, emailing unresponsive subscribers with messages isn’t serving to them or your corporation.
Earlier than saying goodbye, nevertheless, a win-back electronic mail gives one last alternative to reconnect and rebuild your buyer relationship.
In the end, your objective is to re-establish a reference to those that appear to have misplaced curiosity in your merchandise, companies, or content material.
Right here is an instance re-engagement electronic mail from the publication execs at Advertising and marketing Brew. Whereas the three-week inactivity timeline is fairly tight by most trade requirements, they do a fantastic job of guaranteeing their listing is actually engaged with their content material.
This manner, they maintain their electronic mail listing clear, and guarantee most of their messages aren’t getting misplaced in recipients’ spam folders.
How efficient are re-engagement emails?
Whereas re-engagement electronic mail campaigns are a good way to win again subscribers, you possibly can’t count on each inactive subscriber to grow to be lively once more.
Most electronic mail win-back campaigns have successful price of 14% as much as 29% within the best-case situation.
A number of electronic mail advertising research have discovered that sending a collection of emails could also be simpler than sending only a single electronic mail. A re-engagement sequence of three emails seems to be the candy spot.
One current examine discovered that a number of completely different techniques will work, however nobody tactic considerably outperformed the others.
In a while, we’ll talk about how every of the strategies under work, in addition to present a number of further examples. We’ll additionally inform you easy methods to arrange an efficient re-engagement electronic mail sequence.
Bear in mind although, the tactic that works greatest for your corporation will depend on the wants and pursuits of your distinctive viewers.
How create a re-engagement electronic mail
The objective of your re-engagement electronic mail marketing campaign is to get individuals thinking about your emails once more.
So, each component of your electronic mail – the topic line, the content material, and the call-to-action – must assist that objective.
Re-Engagement electronic mail topic traces
For re-engagement electronic mail topic traces, the perfect ones particularly reference your objective: to win again your subscribers!
Right here is an instance of an electronic mail from Tomasz Borys at Kissmetrics:
You too can take a extra private method, like this electronic mail from Threadless:
Each topic traces work nicely. Nonetheless, they every seize the reader’s consideration in numerous methods.
A easy “We miss you!” lets the subscriber know that you simply respect their readership. It additionally feels extra conversational.
On the flip facet, “Do you continue to need updates from us?” is direct and inquisitive. It tells the subscriber that you simply care about their time and need to make certain they get one thing out of the connection.
For extra inspiration, contemplate reviewing your previous emails to see what’s working in your particular viewers. Search for widespread themes like topic line size and tone to see what tends to work greatest in your audience.
You too can strive utilizing personalization, like together with your subscribers’ first names within the topic line. It’s no secret that personalization helps you join along with your subscribers and stand out slightly extra within the inbox.
For instance, the e-mail from Threadless might have gone one step additional by saying, “We miss you, Sam!”
Since these particulars depend upon what your viewers responds to, strive testing completely different variations and discover that candy spot.
Re-engagement electronic mail content material
Most re-engagement emails’ content material is brief – usually simply two or three paragraphs. All it’s essential do is to make the aim of your electronic mail clear: “Do you continue to need to get emails from us?”
Then, you may contemplate explaining the worth your emails present.
Bear in mind, these are individuals who signed as much as obtain messages from you however in some unspecified time in the future stopped studying.
They needed to listen to from you earlier than, so how are you going to get them re-interested in what you must say?
Ask your self a number of questions:
- What did my subscribers signal as much as obtain initially?
- Am I persevering with to ship them content material primarily based on their unique expectations?
- Did I alter something in my electronic mail technique that may have precipitated them to cease participating with my content material?
- What can I supply to pique their curiosity once more?
After you have these solutions in thoughts, it’s time to start out writing your electronic mail.
Right here’s an instance of a re-engagement electronic mail we despatched to our inactive weblog publication subscribers:
The format is straightforward, and it makes a superb template for any re-engagement electronic mail:
- You haven’t opened any emails from us shortly
- We need to be sure you’re nonetheless
- Click on this button to remain on the listing
- Right here’s what you possibly can count on if you happen to stay on the listing
That’s all you must say in a re-engagement electronic mail–only one sentence and some bullet factors. In spite of everything, the shorter your electronic mail is, the extra probably persons are to learn it and click on the button.
Getting inactive subscribers in control may also assist get them re-interested in your content material. So, contemplate including a brief bulleted listing of your current “biggest hits,” resembling:
- Merchandise
- Content material
- Promotions
Re-engagement electronic mail incentives
Talking of promotions, providing an incentive, like a white paper or coupon code, may also enable you re-engage subscribers.
In the event you hooked them onto your listing with a chunk of content material prior to now, contemplate the way you may be capable of repeat that success throughout your re-engagement electronic mail marketing campaign.
Take a look at this instance from Paperworks, a stationary and premium paper supplier:
Providing a particular low cost is a good way to get subscribers thinking about your emails once more.
Not solely are you giving your subscribers one thing in alternate for his or her time and a spotlight, however you may even get one other sale out of it as nicely.
Re-engagement electronic mail suggestions
That can assist you study extra about why subscribers grew disinterested in your content material, asking them for particular suggestions might assist fill within the gaps. For instance:
- Was there one thing you possibly can have finished higher for these subscribers?
- What made them cease participating within the first place?
Asking these questions immediately may help you determine precisely the place you possibly can enhance your electronic mail advertising technique.
Moreover, if you happen to make a subscriber really feel like their opinion is actually valued, they might need to stick round. Plus, this provides you with helpful perception into their wants that you simply wouldn’t get anyplace else.
As you get suggestions and spot widespread themes, you possibly can implement their strategies sooner or later.
Re-engagement electronic mail name to motion
The entire level of your electronic mail is to immediate subscribers to take an motion, so make certain your emails have a name to motion that’s daring and clear.
Usually, you’ll need to restrict your self to 1 name to motion as a way to enhance your click-through price. Nonetheless, there are exceptions to this rule.
In the end, your CTA ought to make it straightforward for recipients to:
- Keep on or choose out of your listing
- Study extra a couple of services or products
- Obtain an incentive
For instance, try this electronic mail and CTA from Grammarly:
Whereas having one name to motion is the traditional method, some re-engagement emails examples additionally embrace an unsubscribe hyperlink.
For example, check out this electronic mail from a PEW, a non-profit group:
Lastly, some re-engagement emails even let subscribers select to get emails much less typically, like the instance under.
7 Re-engagement electronic mail examples
Now that you simply’ve received a good suggestion of what goes into an efficient win-back electronic mail, let’s take a look at some re-engagement electronic mail examples.
The next concepts are nice methods to get prospects thinking about your model once more.
1. Surveys
In case your subscribers aren’t responding to what you’ve been sending, strive asking them what they want to get from you. In spite of everything, this may help you higher perceive your viewers’s pursuits and preferences.
For instance, you may ship a re-engagement electronic mail with the topic line “We miss you! Inform us how we are able to enhance.” Then, in your name to motion, embrace a hyperlink to a quick survey. Contemplate asking questions on:
- Their favourite sorts of content material
- Merchandise they’re thinking about
- How typically they’d like to listen to from you
In the end, this suggestions may help information your future electronic mail advertising campaigns, in addition to present subscribers you worth their opinions.
2. Coupons and reductions
In the event you’re in ecommerce, the traditional method to win again inactive prospects is to ship them a juicy low cost coupon.
Contemplate making this a greenback off low cost moderately than a p.c off low cost. One examine of win-back campaigns discovered that greenback off reductions activated extra subscribers.
For example, you possibly can ship an electronic mail with the topic line “We miss you! Right here’s $10 off your subsequent buy.”
Then, within the content material of your electronic mail, you should definitely embrace your low cost code and a name to motion directing subscribers to your retailer.
You may additionally take into consideration highlighting new or well-liked merchandise to entice them much more.
3. New services and products bulletins
Bulletins are ideally suited emails to ship out if you happen to haven’t mailed to your listing in a number of months. They’re a fantastic alternative to let recipients learn about new services or products you’re providing.
For instance, contemplate sending a re-engagement electronic mail with the topic line “Take a look at our new arrivals!”
Then, in your electronic mail content material, you should definitely showcase your newest and biggest merchandise with high-quality pictures, and embrace a CTA to your on-line retailer.
By exhibiting off your most up-to-date arrivals, you possibly can recapture the curiosity of consumers who’ve grown bored with your outdated line of merchandise.
4. Free sources
Free sources are additionally glorious to ship if you happen to haven’t emailed your listing in awhile.
A high-value digital useful resource, like an book or a course, will be a good way to display that it’s price their time to be in your listing.
For example, think about using the re-engagement electronic mail topic line “Unique free book only for you!” and supply a hyperlink to the obtain.
You also needs to you should definitely spotlight the worth recipients will achieve from the useful resource, reinforcing the worth they’ll get if they continue to be lively subscribers.
5. Buyer testimonials
You should use buyer testimonials with different sorts of content material talked about above. For example, share a number of testimonials a couple of new service you could have.
Consider using a topic line like “See what others are saying about our new service!” and embrace direct quotes from prospects.
This technique will be particularly efficient together with a number of the others listed above.
For instance, together with testimonials with a brand new service announcement or particular low cost can construct belief and credibility whereas encouraging inactive subscribers to re-engage.
6. Restricted time gives
One other nice method to win again subscribers is by inducing a way of urgency in your emails.
For example, you may supply a limited-time low cost or promotion to encourage recipients to take motion rapidly.
Think about using a topic line like “Restricted time supply! $10 off only for you,” and embrace a countdown timer or particular end-date.
By inducing a way of urgency, you may get prospects to take motion rapidly.
7. Resubscription Affords
Re-subscription gives is usually a nice incentive to get subscribers thinking about your services or products once more.
For example, you may use the re-engagement electronic mail topic line, “We wish you again! Take pleasure in 30 days of free premium entry.”
Then, embrace a CTA to your sign-up web page the place prospects can check out your platform once more for a restricted time free of charge.
In case your services or products is delivering the worth the shopper needs, there’s a superb likelihood they’ll stick round after the free trial is over.
Re-engagement electronic mail marketing campaign sequences
All electronic mail lists are completely different, so what works greatest in a single scenario might not work so nicely in one other. One message may do the trick, however you possibly can be simpler by sending two or three emails to heat individuals up and get them re-activated.
Since these subscribers are already much less engaged, intention to maintain your marketing campaign brief. Ship an electronic mail, wait a number of days, and see who’s interacted along with your content material.
In the event that they’ve clicked by means of to your content material or said they need to stay in your electronic mail listing, then nice! They’ll keep in your listing and proceed to get your superior emails.
Listed below are two re-engagement electronic mail examples that had been despatched a number of days aside.
That is the primary one. Discover how brief it’s?
And right here’s the following one, despatched two days later:
The sequence of emails above is concise, and likewise respectful. In the end, even when subscribers choose to not re-engage, it’s essential to think about what they need.
This manner, in the event that they develop curiosity in your services or products at a later date, you haven’t burned any bridges.
Begin profitable again subscribers with a re-engagement electronic mail marketing campaign
In the event you take the time to craft a re-engagement electronic mail marketing campaign, there’s a superb likelihood you possibly can win again some subscribers.
Nonetheless, if some recipients haven’t responded, it could be time to say goodbye. And that’s completely okay!
You’ve finished what you possibly can to win them again, but when they don’t need to obtain your emails, it’s higher to allow them to go. Not solely will they respect a cleaner inbox, nevertheless it’ll additionally assist enhance your electronic mail deliverability.
In the end, this may enhance your electronic mail advertising in the long term.
Now, we all know that typically it may be actually arduous to put in writing your emails. That’s why we created our What to Write in Your Emails information and course, full with 45+ electronic mail templates. It should prevent hours of labor each month.
How do you propose on operating a re-engagement marketing campaign of your personal? Go away a remark under to share your concepts.
Or, if you have already got an AWeber account, watch this video to see precisely easy methods to create and ship your personal re-engagement emails!
Re-engagement electronic mail FAQs
When must you ship a re-engagement electronic mail?
Many advertising specialists advocate that you simply wait no less than three to 6 months after a subscriber turns into inactive to ship a re-engagement electronic mail.
Nonetheless, the right period of time can rely in your particular viewers.
For instance, in case your content material is time-sensitive or encourages frequent interplay, one to 2 months could also be a greater timeline.
Chances are you’ll even contemplate beginning a win-back electronic mail marketing campaign throughout different instances.
For instance, if you happen to’re planning a serious listing cleanup, updating your services or products choices, or discover declining engagement charges, you may need to contemplate sending re-engagement emails.
In the end, it’s key to consider the conduct and preferences of your distinctive subscribers, and align them with your corporation targets.
What number of emails must you ship in a re-engagement marketing campaign?
As we talked about earlier, there’s no good variety of messages to ship in a re-engagement electronic mail marketing campaign.
What works greatest for your corporation will depend on the preferences of your particular viewers.
Whereas sending only one electronic mail could also be greatest for some manufacturers, different manufacturers might need to design a sequence of two, three, and even 4 emails.
So, you should definitely check out some completely different methods with completely different segments of your viewers. This can enable you perceive how one can greatest win again your subscribers.
