By Pam Neely June 21, 2024
Have you ever observed a major variety of your electronic mail record subscribers are 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 could be a tremendous efficient electronic mail advertising technique for profitable again inactive subscribers.
In spite of everything, one research signifies that the common electronic mail record decay fee, which is the proportion of subscribers who develop into inactive, is between 22% and 30% per 12 months.
Which means, until you’re cleansing your electronic mail record repeatedly, you’re probably sending quite a lot of messages into the void, by no means to be seen once more.
Nevertheless, with re-engagement emails, you can begin profitable again a few of these inactive subscribers. To achieve success, although, you’ll must preserve some greatest practices in thoughts.
So, on this article, we’ll discover the right 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 sources to complete 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 develop into 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 an ideal technique for sparking the curiosity of inactive subscribers earlier than eradicating them out of your mailing record. In spite of everything, emailing unresponsive subscribers with messages isn’t serving to them or what you are promoting.
Earlier than saying goodbye, nonetheless, a win-back electronic mail provides 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, companies, or content material.
Right here is an instance re-engagement electronic mail from the e-newsletter execs at Advertising and marketing Brew. Whereas the three-week inactivity timeline is fairly tight by most trade requirements, they do an ideal job of making certain their record is really engaged with their content material.
This fashion, they preserve their electronic mail record 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 anticipate each inactive subscriber to develop into lively once more.
Most electronic mail win-back campaigns have successful 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 latest research discovered that a number of totally different ways will work, however nobody tactic considerably outperformed the others.
Afterward, we’ll focus on how every of the strategies beneath work, in addition to present just a few further examples. We’ll additionally inform you the right way to arrange an efficient re-engagement electronic mail sequence.
Keep in mind although, the tactic that works greatest for what you are promoting relies 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 folks enthusiastic 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, one of the best 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 strategy, like this electronic mail from Threadless:
Each topic traces work properly. Nevertheless, they every seize the reader’s consideration in numerous methods.
A easy “We miss you!” lets the subscriber know that you just respect their readership. It additionally feels extra conversational.
On the flip aspect, “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 make sure that 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 frequent 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 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 depend upon what your viewers responds to, strive testing totally different variations and discover that candy spot.
Re-engagement electronic mail content material
Most re-engagement emails’ content material is brief – typically simply two or three paragraphs. All you’ll want to 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.
Keep in mind, these are individuals who signed as much as obtain messages from you however sooner or later stopped studying.
They needed to listen to from you earlier than, so how will you get them re-interested in what it’s important 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 based mostly on their authentic expectations?
- Did I modify something in my electronic mail technique which may have brought about them to cease participating with my content material?
- What can I provide to pique their curiosity once more?
Upon 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 e-newsletter subscribers:
The format is easy, and it makes a great 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 record
- Right here’s what you possibly can anticipate should you stay on the record
That’s all it’s important to 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 up to the mark may also assist get them re-interested in your content material. So, contemplate including a brief bulleted record of your latest “biggest hits,” similar to:
- Merchandise
- Content material
- Promotions
Re-engagement electronic mail incentives
Talking of promotions, providing an incentive, like a white paper or coupon code, may also aid you re-engage subscribers.
For those who hooked them onto your record 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.
Take a look at this instance from Paperworks, a stationary and premium paper supplier:
Providing a particular low cost is an effective way to get subscribers enthusiastic about your emails once more.
Not solely are you giving your subscribers one thing in change for his or her time and a spotlight, however you may even get one other sale out of it as properly.
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 can have completed higher for these subscribers?
- What made them cease participating within the first place?
Asking these questions instantly can assist you determine precisely the place you possibly can enhance your electronic mail advertising technique.
Moreover, should you make a subscriber really feel like their opinion is really valued, they could need to stick round. Plus, this provides you with invaluable perception into their wants that you just wouldn’t get wherever else.
As you get suggestions and spot frequent themes, you possibly can implement their ideas 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 sure that 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 in an effort to improve your click-through fee. Nevertheless, there are exceptions to this rule.
In the end, your CTA ought to make it simple for recipients to:
- Keep on or choose out of your record
- Study 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 traditional strategy, some re-engagement emails examples additionally embody 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 usually, like the instance beneath.
7 Re-engagement electronic mail examples
Now that you just’ve bought 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 enthusiastic 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 wish to get from you. In spite of everything, this can assist 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, embody a hyperlink to a quick survey. Think about asking questions on:
- Their favourite kinds of content material
- Merchandise they’re enthusiastic about
- How usually they’d like to listen to from you
In the end, this suggestions can assist information your future electronic mail advertising campaigns, in addition to present subscribers you worth their opinions.
2. Coupons and reductions
For those who’re in ecommerce, the traditional technique to win again inactive prospects is to ship them a juicy low cost coupon.
Think about making this a greenback off low cost slightly than a p.c off low cost. One research of win-back campaigns discovered that greenback off reductions activated extra subscribers.
For example, you 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, make sure to embody your low cost code and a name to motion directing subscribers to your retailer.
You may also 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 should you haven’t mailed to your record in just a few months. They’re an ideal 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, 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 possibly can recapture the curiosity of shoppers who’ve grown bored with your outdated line of merchandise.
4. Free sources
Free sources are additionally wonderful to ship should you haven’t emailed your record in awhile.
A high-value digital useful resource, like an e-book or a course, might be an effective way to show that it’s price their time to be in your record.
For example, think about using the re-engagement electronic 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 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 kinds of content material talked about above. For example, share just a few testimonials a couple of new service you might have.
Consider using a topic line like “See what others are saying about our new service!” and embody direct quotes from prospects.
This technique might be particularly efficient together with a few 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 provides
One other nice technique to win again subscribers is by inducing a way of urgency in your emails.
For example, you may provide a limited-time low cost or promotion to encourage recipients to take motion shortly.
Think about using a topic line like “Restricted time provide! $10 off only for you,” and embody a countdown timer or particular end-date.
By inducing a way of urgency, you may get prospects to take motion shortly.
7. Resubscription Affords
Re-subscription provides could be a nice incentive to get subscribers enthusiastic 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, embody 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 shopper wishes, there’s a great likelihood they’ll stick round after the free trial is over.
Re-engagement electronic mail marketing campaign sequences
All electronic mail lists are totally different, so what works greatest in a single state of affairs might not work so properly in one other. One message may do the trick, however you can 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, intention to maintain your marketing campaign quick. Ship an electronic mail, wait just a few days, and see who’s interacted along with your content material.
In the event that they’ve clicked by way of to your content material or acknowledged they need to stay in your electronic mail record, then nice! They’ll keep in your record and proceed to get your superior emails.
Listed here are two re-engagement electronic mail examples that have been despatched just a few days aside.
That is the primary one. Discover how quick 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 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 profitable again subscribers with a re-engagement electronic mail marketing campaign
For those who take the time to craft a re-engagement electronic mail marketing campaign, there’s a great likelihood you possibly can 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 completed 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, 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 generally it may be actually exhausting 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’s going to prevent hours of labor each month.
How do you intend on operating a re-engagement marketing campaign of your individual? Go away a remark beneath to share your concepts.
Or, if you have already got an AWeber account, watch this video to see precisely the right 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 specialists 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.
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.
It’s possible you’ll even contemplate beginning a win-back electronic mail marketing campaign throughout different instances.
For instance, should you’re planning a significant record 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 what you are promoting 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 electronic mail marketing campaign.
What works greatest for what you are promoting relies 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, make sure to take a look at out some totally different methods with totally different segments of your viewers. This can aid you perceive how one can greatest win again your subscribers.
