July 19, 2024
Re-engagement e-mail examples: The way to win again subscribers

Have you ever observed a big variety of your e-mail checklist subscribers are not interacting along with your content material or following your calls to motion? Then it could be time to begin a re-engagement e-mail marketing campaign!

This could be a tremendous efficient e-mail advertising and marketing technique for successful again inactive subscribers. 

In any case, one examine signifies that the typical e-mail checklist decay charge, which is the proportion of subscribers who grow to be inactive, is between 22% and 30% per year.

Which means, except you’re cleansing your e-mail checklist commonly, you’re seemingly sending a whole lot of messages into the void, by no means to be seen once more.

Nevertheless, with re-engagement emails, you can begin successful again a few of these inactive subscribers. To achieve success, although, you’ll must maintain some greatest practices in thoughts.

So, on this article, we’ll discover methods to write win-back emails. We’ll additionally present examples of some efficient re-engagement e-mail marketing campaign methods, from one-off surveys and free assets to total e-mail sequences.

What’s a re-engagement e-mail?

A re-engagement e-mail, additionally known as a “win-back e-mail”, is a message you ship to subscribers who’ve grow to be inactive. 

These emails purpose to rekindle the curiosity of people that haven’t made a purchase order or interacted along with your model for some time.

Re-engagement e-mail campaigns are a fantastic technique for sparking the curiosity of inactive subscribers earlier than eradicating them out of your mailing checklist. In any case, emailing unresponsive subscribers with messages isn’t serving to them or your small business.

Earlier than saying goodbye, nevertheless, a win-back e-mail presents one ultimate 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, providers, or content material.

Right here is an instance re-engagement e-mail from the e-newsletter execs at Advertising and marketing Brew. Whereas the three-week inactivity timeline is fairly tight by most business requirements, they do a fantastic job of making certain their checklist is actually engaged with their content material.

This manner, they maintain their e-mail checklist clear, and guarantee most of their messages aren’t getting misplaced in recipients’ spam folders.

Morning Brew send re-engagement emails after just a few weeks of inactivity

How efficient are re-engagement emails?

Whereas re-engagement e-mail campaigns are an effective way to win again subscribers, you’ll be able to’t anticipate each inactive subscriber to grow to be energetic once more.

Most e-mail win-back campaigns have successful charge of 14% as much as 29% within the best-case situation. 

A number of e-mail advertising and marketing research have discovered that sending a sequence of emails could also be more practical than sending only a single e-mail. A re-engagement sequence of three emails seems to be the candy spot. 

One recent study discovered that a number of totally different ways will work, however nobody tactic considerably outperformed the others.

In a while, we’ll talk about how every of the strategies beneath work, in addition to present just a few extra examples. We’ll additionally let you know methods to arrange an efficient re-engagement e-mail sequence.

Keep in mind although, the strategy that works greatest for your small business is determined by the wants and pursuits of your distinctive viewers.

How create a re-engagement e-mail

The objective of your re-engagement e-mail marketing campaign is to get individuals keen on your emails once more. 

So, each component of your e-mail – the topic line, the content material, and the call-to-action – must assist that objective.

Re-Engagement e-mail topic strains

For re-engagement e-mail topic strains, the very best ones particularly reference your objective: to win again your subscribers!

Right here is an instance of an e-mail from Tomasz Borys at Kissmetrics:

Reengagement email subject line example

You may also take a extra private strategy, like this e-mail from Threadless:

Reengagement email subject line example

Each topic strains work nicely. Nevertheless, they every seize the reader’s consideration in several 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 wish to ensure that they get one thing out of the connection.

For extra inspiration, think about reviewing your previous emails to see what’s working in your particular viewers. Search for frequent themes like topic line size and tone to see what tends to work greatest in your audience.

You may also attempt 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 may have gone one step additional by saying, “We miss you, Sam!”

Since these particulars rely upon what your viewers responds to, attempt testing different variations and discover that candy spot.

Re-engagement e-mail content material

Most re-engagement emails’ content material is brief – typically simply two or three paragraphs. All you have to do is to make the aim of your e-mail clear: “Do you continue to wish to get emails from us?”

Then, you may think about explaining the worth your emails present. 

Keep in mind, these are individuals who signed as much as obtain messages from you however sooner or later stopped studying. 

They wished to listen to from you earlier than, so how are you going to get them re-interested in what it’s a must to say? 

Ask your self just a few questions:

  • What did my subscribers signal as much as obtain initially?
  • Am I persevering with to ship them content material primarily based on their authentic expectations?
  • Did I alter something in my e-mail technique that may have brought on them to cease partaking with my content material?
  • What can I supply to pique their curiosity once more?

After getting these solutions in thoughts, it’s time to begin writing your e-mail.

Right here’s an instance of a re-engagement e-mail we despatched to our inactive weblog e-newsletter subscribers:

Re-engagement email example from AWeber

The format is easy, and it makes template for any re-engagement e-mail:

  • You haven’t opened any emails from us shortly
  • We wish to ensure you’re nonetheless
  • Click on this button to remain on the checklist
  • Right here’s what you’ll be able to anticipate should you stay on the checklist

That’s all it’s a must to say in a re-engagement e-mail–only one sentence and some bullet factors. In any case, the shorter your e-mail is, the extra seemingly persons are to learn it and click on the button.

Getting inactive subscribers on top of things may also assist get them re-interested in your content material. So, think about including a brief bulleted checklist of your latest “biggest hits,” akin to:

  • Merchandise
  • Content material
  • Promotions

Re-engagement e-mail incentives

Talking of promotions, providing an incentive, like a white paper or coupon code, may also enable you re-engage subscribers. 

If you happen to hooked them onto your checklist with a bit of content material previously, think about the way you may be capable of repeat that success throughout your re-engagement e-mail marketing campaign.

Try this instance from Paperworks, a stationary and premium paper supplier:

re-engagement email with a discount offer

Providing a particular low cost is an effective way to get subscribers keen on your emails once more. 

Not solely are you giving your subscribers one thing in change for his or her time and a focus, however you may even get one other sale out of it as nicely.

Re-engagement e-mail suggestions

That will help you be taught 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 might have finished higher for these subscribers? 
  • What made them cease partaking within the first place?

Asking these questions immediately will help you determine precisely the place you’ll be able to enhance your e-mail advertising and marketing technique.

Moreover, should you make a subscriber really feel like their opinion is actually valued, they might wish to stick round. Plus, this gives you precious perception into their wants that you simply wouldn’t get anyplace else.

As you get suggestions and see frequent themes, you’ll be able to implement their strategies sooner or later.

Re-engagement e-mail name to motion

The entire level of your e-mail is to immediate subscribers to take an motion, so ensure that your emails have a name to motion that’s daring and clear.

Typically, you’ll wish to restrict your self to at least one name to motion in an effort to enhance your click-through charge. Nevertheless, 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 checklist
  • Be taught extra a couple of services or products
  • Obtain an incentive

For instance, take a look at this e-mail and CTA from Grammarly:

re-engagement email example from Grammarly

Whereas having one name to motion is the traditional strategy, some re-engagement emails examples additionally embody an unsubscribe hyperlink. 

As an illustration, check out this e-mail from a PEW, a non-profit group:

win-back email example from Pew

Lastly, some re-engagement emails even let subscribers select to get emails much less usually, like the instance beneath.

re-engagement email example from Marie Forleo

7 Re-engagement e-mail examples

Now that you simply’ve obtained a good suggestion of what goes into an efficient win-back e-mail, let’s take a look at some re-engagement e-mail examples.

The next concepts are nice methods to get clients keen on your model once more.

1. Surveys

In case your subscribers aren’t responding to what you’ve been sending, attempt asking them what they wish to get from you. In any case, this will help you higher perceive your viewers’s pursuits and preferences. 

For instance, you may ship a re-engagement e-mail with the topic line “We miss you! Inform us how we will enhance.” Then, in your name to motion, embody a hyperlink to a quick survey. Contemplate asking questions on:

  • Their favourite varieties of content material
  • Merchandise they’re keen on
  • How usually they’d like to listen to from you

In the end, this suggestions will help information your future e-mail advertising and marketing campaigns, in addition to present subscribers you worth their opinions.

Survey email from PNC Bank

2. Coupons and reductions

If you happen to’re in ecommerce, the traditional method to win again inactive clients is to ship them a juicy low cost coupon. 

Contemplate making this a greenback off low cost reasonably than a p.c off low cost. One study of win-back campaigns discovered that greenback off reductions activated extra subscribers.

As an illustration, you might ship an e-mail with the topic line “We miss you! Right here’s $10 off your subsequent buy.” 

Then, within the content material of your e-mail, make sure to embody your low cost code and a name to motion directing subscribers to your retailer.

You may additionally take into consideration highlighting new or common merchandise to entice them much more.

Subject line from Uber Eats
Email from Uber Eats with promotional 40% off

3. New services and products bulletins

Bulletins are excellent emails to ship out should you haven’t mailed to your checklist in just a few months. They’re a fantastic alternative to let recipients find out about new services or products you’re providing.

For instance, think about sending a re-engagement e-mail with the topic line “Try our new arrivals!” 

Then, in your e-mail content material, make sure to showcase your newest and biggest merchandise with high-quality pictures, and embody a CTA to your on-line retailer.

By displaying off your most up-to-date arrivals, you’ll be able to recapture the curiosity of shoppers who’ve grown bored with your outdated line of merchandise.

Email subject line from Guitar Studio
Email example promoting new products from Guitar Center

4. Free assets

Free assets are additionally wonderful to ship should you haven’t emailed your checklist in awhile. 

A high-value digital useful resource, like an e-book or a course, could be an effective way to show that it’s price their time to be in your checklist. 

As an illustration, think about using the re-engagement e-mail topic line “Unique free e-book only for you!” and supply a hyperlink to the obtain.

You also needs to make sure to spotlight the worth recipients will acquire from the useful resource, reinforcing the worth they’ll get if they continue to be energetic subscribers.

Reengagement email subject line example from Zapier
Reengagement email with win back using free resources

5. Buyer testimonials

You should utilize buyer testimonials with different varieties of content material talked about above. As an illustration, share just a few testimonials a couple of new service you may have.

Consider using a topic line like “See what others are saying about our new service!” and embody direct quotes from clients.

This technique could 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.

Reengagement subject line example from Phi Kappa Phi
Reengagement email example from Phi Kappa Phi

6. Restricted time presents

One other nice method to win again subscribers is by inducing a way of urgency in your emails. 

As an illustration, you may supply a limited-time low cost or promotion to encourage recipients to take motion shortly.

Think about using a topic line like “Restricted time supply! $10 off only for you,” and embody a countdown timer or particular end-date.

By inducing a way of urgency, you may get clients to take motion shortly.

Reengagement subject line example from Babbel
Reengagement email from Babbel

7. Resubscription Presents

 Re-subscription presents could be a nice incentive to get subscribers keen on your services or products once more.

As an illustration, you may use the re-engagement e-mail topic line, “We wish you again! Get pleasure from 30 days of free premium entry.” 

Then, embody a CTA to your sign-up web page the place clients can check out your platform once more for a restricted time totally free.

In case your services or products is delivering the worth the client wishes, there’s probability they’ll stick round after the free trial is over.

Reengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedInReengagement email subject line from LinkedIn
Reengagement email example from LinkedIn

Re-engagement e-mail marketing campaign sequences

All e-mail lists are totally different, so what works greatest in a single state of affairs could not work so nicely in one other. One message may do the trick, however you might be more practical by sending two or three emails to heat individuals up and get them re-activated.

Since these subscribers are already much less engaged, purpose to maintain your marketing campaign brief. Ship an e-mail, wait just a few days, and see who’s interacted along with your content material.

In the event that they’ve clicked via to your content material or acknowledged they wish to stay in your e-mail checklist, then nice! They’ll keep in your checklist and proceed to get your superior emails.

Listed here are two re-engagement e-mail examples that have been despatched just a few days aside.

That is the primary one. Discover how brief it’s?

re-engagement email example from Tara Read - 1

 And right here’s the following one, despatched two days later:

win-back email example from Tara Read - 2

The sequence of emails above is concise, and in addition respectful. In the end, even when subscribers choose to not re-engage, it’s essential to contemplate 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 successful again subscribers with a re-engagement e-mail marketing campaign

If you happen to take the time to craft a re-engagement e-mail marketing campaign, there’s probability you’ll be able to win again some subscribers.

Nevertheless, if some recipients haven’t responded, it could be time to say goodbye. And that’s completely okay!

You’ve finished what you’ll be able to to win them again, but when they don’t wish 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 e-mail deliverability. 

In the end, this can enhance your e-mail advertising and marketing in the long term.

Now, we all know that generally it may be actually laborious to write down your emails. That’s why we created our What to Write in Your Emails guide and course, complete with 45+ email templates. It would prevent hours of labor each month.

How do you propose on working a re-engagement marketing campaign of your personal? Depart a remark beneath to share your concepts. 

Or, if you have already got an AWeber account, watch this video to see precisely methods to create and ship your personal re-engagement emails!

Re-engagement e-mail FAQs

When must you ship a re-engagement e-mail?

Many advertising and marketing consultants suggest that you simply wait no less than three to 6 months after a subscriber turns into inactive to ship a re-engagement e-mail.

Nevertheless, 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 think about beginning a win-back e-mail marketing campaign throughout different instances. 

For instance, should you’re planning a serious checklist cleanup, updating your services or products choices, or discover declining engagement charges, you may wish to think about 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 small business objectives.

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 e-mail marketing campaign. 

What works greatest for your small business is determined by the preferences of your particular viewers.

Whereas sending only one e-mail could also be greatest for some manufacturers, different manufacturers could wish to design a sequence of two, three, and even 4 emails.

So, make sure to take a look at out some totally different methods with totally different segments of your viewers. This can enable you perceive how one can greatest win again your subscribers.