By Pam Neely June 21, 2024
Have you ever seen a big variety of your electronic mail listing subscribers are not interacting together with your content material or following your calls to motion? Then it might be time to start out a re-engagement electronic mail marketing campaign!
This could be a tremendous efficient email marketing strategy for successful again inactive subscribers.
In spite of everything, one examine signifies that the common electronic mail listing decay fee, which is the proportion of subscribers who turn into inactive, is between 22% and 30% per year.
Because of this, except you’re cleansing your electronic mail listing repeatedly, you’re possible sending lots of messages into the void, by no means to be seen once more.
Nonetheless, with re-engagement emails, you can begin successful again a few of these inactive subscribers. To achieve success, although, you’ll must hold some greatest practices in thoughts.
So, on this article, we’ll discover the way 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 assets to whole electronic mail sequences.
What’s a re-engagement electronic mail?
A re-engagement electronic mail, additionally referred to as a “win-back electronic mail”, is a message you ship to subscribers who’ve turn into inactive.
These emails purpose to rekindle the curiosity of people that haven’t made a purchase order or interacted together with your model for some time.
Re-engagement electronic mail campaigns are a terrific technique for sparking the curiosity of inactive subscribers earlier than removing them from your mailing list. In spite of everything, emailing unresponsive subscribers with messages isn’t serving to them or your online business.
Earlier than saying goodbye, nonetheless, a win-back electronic mail provides one last alternative to reconnect and rebuild your buyer relationship.
In the end, your aim 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 professionals at Advertising Brew. Whereas the three-week inactivity timeline is fairly tight by most trade requirements, they do a terrific job of making certain their listing is really engaged with their content material.
This fashion, they hold 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 an effective way to win again subscribers, you possibly can’t count on each inactive subscriber to turn into energetic once more.
Most electronic mail win-back campaigns have a hit fee of 14% as much as 29% within the best-case state of affairs.
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 recent study discovered that a number of completely different ways will work, however nobody tactic considerably outperformed the others.
Afterward, we’ll talk about how every of the strategies beneath work, in addition to present a couple of further examples. We’ll additionally inform you the way to arrange an efficient re-engagement electronic mail sequence.
Bear in mind although, the tactic that works greatest for your online business will depend on the wants and pursuits of your distinctive viewers.
How create a re-engagement electronic mail
The aim of your re-engagement electronic mail marketing campaign is to get folks excited about your emails once more.
So, each ingredient of your electronic mail – the topic line, the content material, and the call-to-action – must help that aim.
Re-Engagement electronic mail topic strains
For re-engagement electronic mail topic strains, the very best ones particularly reference your aim: to win again your subscribers!
Right here is an instance of an electronic mail from Tomasz Borys at Kissmetrics:
You may as well take a extra private method, like this electronic mail from Threadless:
Each topic strains work effectively. Nonetheless, they every seize the reader’s consideration in several methods.
A easy “We miss you!” lets the subscriber know that you just admire 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 just care about their time and need to be certain they get one thing out of the connection.
For extra inspiration, contemplate reviewing your previous emails to see what’s working to your particular viewers. Search for widespread themes like subject line length and tone to see what tends to work greatest to your audience.
You may as well strive utilizing personalization, like together with your subscribers’ first names within the topic line. It’s no secret that personalization helps you join together with your subscribers and stand out somewhat extra within the inbox.
For instance, the e-mail from Threadless may have gone one step additional by saying, “We miss you, Sam!”
Since these particulars rely on what your viewers responds to, strive testing 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 is advisable 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 wished 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 couple of questions:
- What did my subscribers signal as much as obtain initially?
- Am I persevering with to ship them content material based mostly on their authentic expectations?
- Did I modify something in my electronic mail technique which may have precipitated them to cease participating with my content material?
- What can I provide to pique their curiosity once more?
After getting 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 easy, and it makes a superb template for any re-engagement electronic mail:
- You haven’t opened any emails from us shortly
- We need to ensure you’re nonetheless
- Click on this button to remain on the listing
- Right here’s what you possibly can count on for those who 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 possible individuals are to learn it and click on the button.
Getting inactive subscribers up to the mark may additionally 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 additionally assist you re-engage subscribers.
Should you hooked them onto your listing with a chunk of content material previously, contemplate the way you may have the ability to repeat that success throughout your re-engagement electronic mail marketing campaign.
Try this instance from Paperworks, a stationary and premium paper supplier:
Providing a particular low cost is an effective way to get subscribers excited about your emails once more.
Not solely are you giving your subscribers one thing in trade for his or her time and a spotlight, however you may even get one other sale out of it as effectively.
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 may assist fill within the gaps. For instance:
- Was there one thing you may have executed higher for these subscribers?
- What made them cease participating within the first place?
Asking these questions immediately might help you determine precisely the place you possibly can enhance your electronic mail advertising technique.
Moreover, for those who make a subscriber really feel like their opinion is really valued, they could need to stick round. Plus, this will provide you with worthwhile perception into their wants that you just 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 be certain your emails have a call to action that’s daring and clear.
Typically, you’ll need to restrict your self to at least one name to motion with the intention to improve your click-through fee. Nonetheless, there are exceptions to this rule.
In the end, your CTA ought to make it straightforward for recipients to:
- Keep on or decide out of your listing
- Be taught extra a couple of services or products
- Obtain an incentive
For instance, take a look at this electronic mail and CTA from Grammarly:
Whereas having one name to motion is the basic method, some re-engagement emails examples additionally embrace an unsubscribe hyperlink.
As an 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 beneath.
7 Re-engagement electronic mail examples
Now that you just’ve acquired a good suggestion of what goes into an efficient win-back electronic mail, let’s have a look at some re-engagement electronic mail examples.
The next concepts are nice methods to get prospects excited about your model once more.
1. Surveys
In case your subscribers aren’t responding to what you’ve been sending, try asking them what they want to get from you. In spite of everything, this might 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 will enhance.” Then, to your name to motion, embrace a hyperlink to a quick survey. Contemplate asking questions on:
- Their favourite kinds of content material
- Merchandise they’re excited about
- How typically they’d like to listen to from you
In the end, this suggestions might help information your future electronic mail advertising campaigns, in addition to present subscribers you worth their opinions.
2. Coupons and reductions
Should you’re in ecommerce, the basic 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 study of win-back campaigns discovered that greenback off reductions activated extra subscribers.
As an example, you may 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’ll want to 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 for those who haven’t mailed to your listing in a couple of months. They’re a terrific 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 “Try our new arrivals!”
Then, in your electronic mail content material, you’ll want to showcase your newest and biggest merchandise with high-quality photos, and embrace a CTA to your on-line retailer.
By displaying 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 assets
Free assets are additionally glorious to ship for those who haven’t emailed your listing in awhile.
A high-value digital useful resource, like an book or a course, may be an effective way to reveal that it’s price their time to be in your listing.
As an 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’ll want to spotlight the worth recipients will acquire from the useful resource, reinforcing the worth they’ll get if they continue to be energetic subscribers.
5. Buyer testimonials
You need to use buyer testimonials with different kinds of content material talked about above. As an example, share a couple of testimonials a couple of new service you’ve gotten.
Consider using a topic line like “See what others are saying about our new service!” and embrace direct quotes from prospects.
This technique may be particularly efficient together with among 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 provides
One other nice method to win again subscribers is by inducing a way of urgency in your emails.
As an example, you may provide a limited-time low cost or promotion to encourage recipients to take motion rapidly.
Think about using a topic line like “Restricted time provide! $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 Presents
Re-subscription provides could be a nice incentive to get subscribers excited about your services or products once more.
As an example, you may use the re-engagement electronic mail topic line, “We wish you again! Get pleasure from 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 without spending a dime.
In case your services or products is delivering the worth the client 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 state of affairs might not work so effectively in one other. One message may do the trick, however you may be simpler by sending two or three emails to heat folks up and get them re-activated.
Since these subscribers are already much less engaged, purpose to maintain your marketing campaign quick. Ship an electronic mail, wait a couple of days, and see who’s interacted together with your content material.
In the event that they’ve clicked via to your content material or acknowledged they need to stay in your electronic mail listing, then nice! They will keep in your listing and proceed to get your superior emails.
Listed here are two re-engagement electronic mail examples that have been despatched a couple of days aside.
That is the primary one. Discover how quick it’s?
And right here’s the subsequent one, despatched two days later:
The sequence of emails above is concise, and in addition respectful. In the end, even when subscribers decide to not re-engage, it’s vital to think about what they need.
This fashion, in the event that they develop curiosity in your services or products at a later date, you haven’t burned any bridges.
Begin successful again subscribers with a re-engagement electronic mail marketing campaign
Should 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 might be time to say goodbye. And that’s completely okay!
You’ve executed 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 admire a cleaner inbox, however it’ll additionally assist increase 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 onerous to put in writing your emails. That’s why we created our What to Write in Your Emails guide and course, complete with 45+ email templates. It’ll prevent hours of labor each month.
How do you propose on operating a re-engagement marketing campaign of your individual? Depart a remark beneath to share your concepts.
Or, if you have already got an AWeber account, watch this video to see precisely the way to create and ship your individual re-engagement emails!
Re-engagement electronic mail FAQs
When must you ship a re-engagement electronic mail?
Many advertising consultants suggest that you just wait a minimum of three to 6 months after a subscriber turns into inactive to ship a re-engagement electronic mail.
Nonetheless, the correct 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.
You could even contemplate beginning a win-back electronic mail marketing campaign throughout different occasions.
For instance, for those who’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 online business 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 online business 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’ll want to check out some completely different methods with completely different segments of your viewers. This may assist you perceive how one can greatest win again your subscribers.
