I’ve been respiration life into e-mail campaigns since 2007 when the iPhone was the latest factor on the block. Though the training sources for e-mail entrepreneurs have developed since then, I nonetheless have numerous re-engagement e-mail examples in my inbox which don’t immediate me to, effectively, re-engage.
Whereas getting ignored by your subscribers is dangerous sufficient, if too many subscribers do the identical, chances are you’ll find yourself damaging your sender fame, which can encourage e-mail service suppliers to deal with your messages as spam.
Because you clearly don’t need that, I’ll clarify every thing it is advisable learn about e-mail re-engagement and how one can get your beautiful subscribers again — with some added spice from consultants as effectively.
Desk of Contents
What are Re-Engagement Emails?
Re-engagement emails are advertising and marketing emails you ship to reconnect with clients who haven’t interacted together with your model for some time.
Like a meetup with an previous pal, a re-engagement e-mail is commonly about remembering the nice recollections you shared — reasonably than asking for favors (or asking clients 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 could have forgotten about your model.
Significance of Re-Engagement Emails
Whereas re-engagement emails supply a number of benefits to e-mail entrepreneurs, I usually depend on them for the next use circumstances.
- Appeal to inactive clients. An e-mail topic line like “You’ve Received Mail!” could have given web customers goosebumps 20 years in the past, however this isn’t the case now. With about 360 billion emails despatched and acquired day by day across the globe, it’s straightforward for purchasers to overlook your advertising and marketing emails. So, I like to recommend giving your subscribers a mild nudge to re-engage them.
- Generate missed income. In contrast to 25% of latest clients who abandon a purchase order as a result of they don’t belief an internet site with their monetary particulars, your current clients already belief you. This makes them a dependable income.
- Enhance e-mail sender fame. Whereas sending emails to all of your leads sounds good on paper, it’s a certain method to get exiled into the spam dungeon. In accordance with Validity, 15% of emails by no means attain the inbox. By sending re-engagement emails, you may determine the destiny of inactive subscribers and defend your e-mail sender fame.
Professional tip: Use re-engagement emails to see the place you’re missing in your common advertising and marketing emails — kind of like A/B testing. This manner, you may refine your methods and enhance subscriber engagement.
If a re-engagement e-mail helps you join together with your disengaged viewers section, it’d enable you get a greater open charge from the lively viewers base as effectively.
Lina Lugova, chief advertising and marketing officer at Epom, emphasizes including the lacking worth: “The explanation 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 Forms of Re-Engagement Emails
The suitable re-engagement e-mail relies on the recipients. You’ll be able to go along with a refined “We Miss You!” or go for a humorous “Take Me Again!” That mentioned, listed below are my favourite forms 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 optimistic be aware and remind them of the nice instances that they had with you. When crafting a “We Miss You” e-mail, my objective is to remind inactive clients in regards to the worth the precise model 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, previous pal …
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 sturdy CTA.
Tantalizing Supply
Contemplate providing reductions. These particular affords can assist you win again clients. That mentioned, for the reason that recipients are disengaged clients, I like to recommend choosing the sort of e-mail while you supply a higher-than-usual low cost.
Whereas a re-engagement e-mail highlighting a reduction isn’t a lot completely different from a ordinary low cost e-mail, you should optimize your topic line. As a substitute of choosing generic topic traces, like “[Name], Declare Your Supply As we speak!” 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 e-mail providing customized suggestions may also enable you win again clients. Nevertheless, a suggestion refresh feels incomplete with out segmentation knowledge, so I solely advocate utilizing this for those who’ve acquired a advertising and marketing automation instrument with related content material, equivalent to buy habits, looking exercise, and top-reviewed merchandise.
As soon as I’ve the mandatory recipient particulars, I exploit a template like this one, after which shut with a CTA.
Topic Line: You Liked 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 greater 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 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]
Robust Love Conversations
Final however not least, I deal with e-mail advertising and marketing as a dialog with my clients. So, I contemplate it honest to be brutally trustworthy in regards to the fading relationship with a little bit of drama or humor.
You’ll be able to 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 choice of new music they may be all in favour of. Whereas it’s not as customized as I’d prefer it to be, it contains a curated assortment of the newest 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 every thing 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 e-mail has a number of issues occurring. First, I actually dig its massive “We Miss You!” Moreover 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 supply” — 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 needed in case your model doesn’t do reductions.
Greg Zakowicz, senior advertising and marketing professional at Omnisend, agrees: “If a model ceaselessly reductions, I’d use a reduction to generate a sale. If a model doesn’t ceaselessly low cost, I wouldn’t really feel pressured to supply one.”
4. The Hut
The Hut isn’t attempting to make a sale immediately. 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 checklist and enhance your e-mail deliverability charge.
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 and marketing 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 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 for those who don’t obtain the newest 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 clients to offer Arc yet another likelihood.
8. Acumatica
Acumatica is taking subscriber checklist hygiene to a refreshing blunt stage by issuing the “Do you continue to wish to hear from us?” actuality examine. A low sender fame with inbox service suppliers (ISPs) renders an e-mail advertising and marketing 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 films with the identical phrase of their trailers. That mentioned, I prefer it on this e-mail topic line as a result of Part instantly provides social proof by saying “we requested our college students.”
10. RY
RY is chopping straight to the chase with its “We Miss You” e-mail. Moreover 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 likelihood 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 e-mail checklist as an alternative of constructing the spam folder your vacation spot.
Get Able to Re-Interact
Whereas different digital entrepreneurs may panic over an uptick in dormant e-mail subscribers, I consider them as my private check viewers for contemporary 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 clients.
Editor’s be aware: This submit was initially revealed in October 2019 and has been up to date for comprehensiveness.
Hi there! Just wanted to let you know how much I enjoyed reading this post. Your approach to the subject was unique and informative. It’s clear that you put a lot of effort into your writing. Keep up the great work, and I can’t wait to see what else you have in store.