I’ve been respiratory life into email campaigns since 2007 when the iPhone was the latest factor on the block. Regardless that the educational sources for e-mail entrepreneurs have advanced since then, I nonetheless have numerous re-engagement e-mail examples in my inbox which don’t immediate me to, properly, re-engage.
Whereas getting ignored by your subscribers is dangerous sufficient, if too many subscribers do the identical, you might find yourself damaging your sender reputation, which can encourage e-mail service suppliers to deal with your messages as spam.
Because you clearly don’t need that, I’ll clarify the whole lot that you must find out about e-mail re-engagement and how one can get your beautiful subscribers again — with some added spice from consultants as properly.
Desk of Contents
What are Re-Engagement Emails?
Re-engagement emails are advertising emails you ship to reconnect with prospects who haven’t interacted along with your model for some time.
Like a meetup with an outdated good friend, a re-engagement e-mail is commonly about remembering the nice recollections you shared — reasonably than asking for favors (or asking prospects to buy your merchandise).
In my expertise, a well-done re-engagement e-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 e-mail entrepreneurs, I usually depend on them for the next use circumstances.
- Entice inactive prospects. An e-mail topic line like “You’ve Received 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 each day across the globe, it’s straightforward for purchasers 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 new customers who abandon a purchase order as a result of they don’t belief an internet site with their monetary particulars, your current prospects already belief you. This makes them a dependable income.
- Enhance e-mail sender repute. Whereas sending emails to all of your leads sounds good on paper, it’s a positive solution to get exiled into the spam dungeon. In response to Validity, 15% of emails by no means attain the inbox. By sending re-engagement emails, you’ll be able to resolve the destiny of inactive subscribers and defend your e-mail sender repute.
Professional tip: Use re-engagement emails to see the place you’re missing in your regular marketing emails — kind of like A/B testing. This manner, you’ll be able to refine your methods and enhance subscriber engagement.
If a re-engagement e-mail helps you join along with your disengaged viewers section, it’d enable you get a greater open fee from the energetic viewers base as properly.
Lina Lugova, chief advertising officer at Epom, emphasizes including the lacking worth: “The rationale why you need to ship a re-engagement e-mail is that your earlier exercise didn’t deliver sufficient worth, so it is best to do it now.”
Widespread Varieties of Re-Engagement Emails
The suitable re-engagement e-mail depends upon the recipients. You possibly can go together with a delicate “We Miss You!” or go for a humorous “Take Me Again!” That mentioned, listed here are my favourite kinds of re-engagement emails for enhancing engagement metrics.
We Miss You
As a substitute of calling a subscriber out for being inactive, you can begin on a constructive word and remind them of the nice instances they’d with you. When crafting a “We Miss You” e-mail, my aim is to remind inactive prospects concerning the value the specific brand had of their lives.
Professional tip: You don’t have to incorporate “We Miss You” in your topic line — in reality, I like to recommend avoiding it since many manufacturers default to it.
Right here’s a “We Miss You” e-mail template I typically use:
Topic Line: Bear in mind When [Past Memory]?
Preview Textual content: It’s been too lengthy, outdated good friend …
Hello [Name],
Do not forget that time [personalized experience].
However recently, 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 strong CTA.
Tantalizing Provide
Contemplate offering discounts. These particular affords might help you win again prospects. That mentioned, because the recipients are disengaged prospects, I like to recommend choosing this kind of e-mail while you provide a higher-than-usual low cost.
Whereas a re-engagement e-mail highlighting a reduction isn’t a lot completely different from a common low cost e-mail, you have to optimize your topic line. As a substitute of choosing generic topic strains, like “[Name], Declare Your Provide At this time!” add recognizable worth and personalization.
For instance, I like a re-engagement e-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 email offering personalized recommendations may enable you win again prospects. Nevertheless, a suggestion refresh feels incomplete with out segmentation data, so I solely suggest utilizing this in case you’ve obtained a advertising automation software with related content material, akin to buy habits, 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 Beloved 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 person suggestions.
Right here’s a re-engagement e-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!
Because of invaluable enter from customers like your self, we’ve just lately rolled out some main upgrades. We revamped the [key updates] primarily based in your requests. And let’s simply say the outcomes could have you rejoining the fan membership very quickly.
[Quick tease of one to two new updates/offerings and then close with CTA]
Robust Love Conversations
Final however not least, I deal with e-mail advertising as a dialog with my prospects. So, I take into account it honest to be brutally sincere concerning the fading relationship with a little bit of drama or humor.
You possibly can attempt your luck with a cheeky topic line, like “Did We Fail You?” Equally, you’ll be able to 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 choice of new music they could be desirous about. Whereas it’s not as personalised as I’d prefer it to be, it includes a curated assortment of the most recent music throughout completely different genres to make sure there’s something for everybody.
2. Asana
I like what Asana’s doing with its re-engagement e-mail marketing campaign. It has the whole lot 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 Schooling Buddy.
3. Roaman’s
Roaman’s win-back e-mail has a number of issues occurring. First, I actually dig its huge “We Miss You!” In addition to that, it additionally affords a hefty low cost to get the recipients to click on by way of. 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” e-mail, it’s not obligatory in case your model doesn’t do reductions.
Greg Zakowicz, senior advertising skilled at Omnisend, agrees: “If a model often reductions, I’d use a reduction to generate a sale. If a model doesn’t often low cost, I wouldn’t really feel pressured to supply one.”
4. The Hut
The Hut isn’t making an attempt to make a sale instantly. As a substitute, it’s giving its e-mail subscribers an choice to replace their e-mail preferences or unsubscribe. Whereas this sort of e-mail gained’t get you gross sales, it helps you clear up your e-mail listing and improve your email deliverability rate.
Professional tip: Give inactive subscribers an opportunity to decide out in the event that they not want to hear from you. As heartbreaking as that is, it’ll massively enhance the effectiveness of your e-mail advertising campaigns.
5. Cole Haan
With regards to attire, I’ve discovered that personalised suggestions rule the sport. And Cole Haan appears to be rocking that philosophy with its re-engagement e-mail — even complimenting the recipient. I like how the fashions are gazing expectantly on the recipient.
6. Venmo
The cheeky e-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 simply’ll be lacking out in case you don’t obtain the most recent model of the app.
7. Arc
I like the “You Requested, We Delivered” theme from Arc. It highlights all of the person expertise suggestions Arc utilized, encouraging unengaged prospects to offer Arc another probability.
8. Acumatica
Acumatica is taking subscriber listing hygiene to a refreshing blunt stage by issuing the “Do you continue to wish to hear from us?” actuality examine. A low sender repute with inbox service suppliers (ISPs) renders an e-mail advertising marketing campaign a failure, so I like what Acumatica is doing.
9. Part
I’ve a knee-jerk aversion to “You Can’t Miss” headings as a result of I discover them overused — there are numerous flop films with the identical phrase of their trailers. That mentioned, I prefer it on this e-mail topic line as a result of Section instantly adds social proof by saying “we requested our college students.”
10. RY
RY is slicing straight to the chase with its “We Miss You” e-mail. In addition to the topic line, the one different factor within the e-mail is a coupon and a CTA. Whereas comparatively blunt, I believe it’s an efficient re-engagement e-mail for giving a final probability to inactive prospects.
Professional tip: If prospects nonetheless don’t reply after a number of nudges, it’s higher to take away them out of your e-mail listing as an alternative of constructing the spam folder your vacation spot.
Get Able to Re-Have interaction
Whereas different digital entrepreneurs may panic over an uptick in dormant e-mail subscribers, I consider them as my private check viewers for recent content material concepts and out-of-the-inbox wooing strategies.
As a substitute of dropping sleep over it, use the templates on this information to develop your individual re-engagement e-mail sequence and win again prospects.
Editor’s word: This submit was initially printed in October 2019 and has been up to date for comprehensiveness.
