20 Win-Back Email Examples To Bring Back Lost Customers

Written by: Chris Donald
Chris is Managing Partner at InboxArmy and has more than 25 years of experience in email marketing

Customers often become inactive or churn from a brand over time. Further, there’s always a section of passive readers who aren’t engaging with your emails. Win-back email are indispensable to rekindle and engage inactive users and reactivate their interest in your products.

This audience can be a great way to generate more profit. Moreover, win-back emails can help refine your mailing lists & campaigns to provide better value and ensure your communications are relevant.

In this article, we look at the why’s and how’s of win-back emails & how to craft effective ones that interest your customers and keep them engaged.

What Is a Win-Back Email?

A win-back email is an email that businesses send to subscribers who have stopped opening their email communications. It is usually part of an automated solution encouraging passive subscribers or contacts to re-engage with your brand. 

Win-back emails work by gently reminding these subscribers that your brand exists while providing a practical reason to return & interact with your business & call to action once again. 

As they are generally automated, it means they are automatically sent once a particular contact matches specific criteria (e.g., hasn’t opened the last 3 emails).

While a well-crafted win-back email can achieve its goal of re-engaging with lapsed customers, a series of strategically timed & targeted win-back emails can be even more effective.

So, why should businesses invest in winning back a customer who typically has been ignoring emails or isn’t interested in your product? The answer lies in some pretty simple findings:

  • It is nearly 5 times more costlier to attract new customers than to retain an existing customer. 
  • The probability of successfully selling your products to an existing customer is almost 14 times higher than the chances of selling to a new customer. 

In simple words, win-back emails matter because they can help you save time and money while increasing customer loyalty. 

When Should You Send a Win-Back Email?

When should you send a win back email_Blog_Banner

According to the thumb rule:

  • 3 months of inactivity is an indication that your customers’ interest is dwindling, & they may be losing interest in your products.
  • When you notice 6-9 months of inactivity, it may be considered that your customer has lapsed & is not engaging with your brand.

To assess if your customer has ghosted your brand communications & lapsed, you should identify when was the last time they did the following:

  • Opened your emails.
  • Purchased from your store.
  • Clicked on your email CTA (call to action)

Based on your business circumstances, in most cases, sending a win-back email 3 months after your customer has stopped interacting with your emails is recommended. 

Notably, any win-back initiative beyond 6 months will not yield great results, as it may be too late for the customer to consider returning.

The key is to avoid sending multiple emails in a short period; instead, space them out over 3-6 months & include compelling offers that entice your customers back.

Typically, the circumstances will vary based on your product, customers, and business.

If your business deals with higher-end products or one-time purchases, your customers may not need to buy from you again immediately. 

Likewise, suppose your business is characterized by very long sales cycles. In that case, your customers may take weeks or even months after reaching out for initial information to make a purchase finally, & you execute the order.

Rather than risking being forgotten on the list of their email subscriptions, you can present your brand in your customer’s inboxes at a relevant interval when they’re considering a purchase.

How To Create Effective Win-Back Campaigns?

How To Create Effective Win Back Campaigns_Blog_Banner

Creating an effective win-back campaign can be a great way to engage with customers who have stopped interacting with your business. It’s essential to keep in mind that your inactive customers might need a little extra attention & care when it comes to reconnecting with them. 

With these tips & hints, you can create an effective win-back campaign that will help you get customers back in the loop and get them excited about your business again. 

1) Test the ideal time to follow up with your win-back email

The ideal time varies depending on the company and product. For this reason, it is advisable to pull out data on how often a particular customer purchases your products & how often your customers, in general, purchase from you. This data will help you understand if your customer has lapsed.

Once you have this critical information, you can run tests to determine the perfect interval to send win-emails for your brand.

2) Segment your email list 

Next, you need to identify who are those inactive customers that need extra attention. Segmenting your customers based on their inactivity levels is critical. Sending bulk emails to your entire contact list without segmenting – including customers who have already bought from you again – could negatively impact email deliverability.

Not only would it be annoying to your customers, but it can also keep them from opening other emails you sent. Even worse, your sender reputation may be on the line too.

Set up your email automation to exclude any subscriber from your win-back campaign who has made a purchase within the past 2 months (or a reasonable time-lapse based on your business ).

Likewise, actively implement email segmentation if you send a series of win-back emails. For example, a single email to inactive subscribers, followed by a second, & if needed, a third email to recipients who are yet to make a purchase even after a specific time has passed.

4) Review your win-back campaigns regularlys

While it may be convenient to implement an automated campaign & then let it roll, assessing how your win-back emails are performing regularly is necessary. Then, analyze the data and make necessary adjustments and improvements to maximize success.

After all, your win-back emails are a last resort. Ideally, they should have feature details of your latest popular products, enhancements in customer service, and other improvements. These details will help persuade previous customers to re-engage with your brand after a period of inactivity.

If there’s nothing significant to include, consider other subtle ways of re-engaging customers, such as linking to a relevant blog. This could help drive customers to your website.

5) Avoid long, wordy sentences

Win-back emails are one way to cut ice with someone already disengaged. In such circumstances, keep your messages simple and to the point. Sparing readers the hassle of reading rich text will boost your overall chance of getting your message across.

6) Seek feedback proactively

Eventually, if your subscriber decides to cancel their subscription, it’s a good idea to understand their reasons for doing so. 

Incorporate a quick feedback survey along with one of your win-back emails. This will help you pin down what you could have done better & use it to improve your Email campaigns.

In addition, feedback surveys can also help you understand why your purchasers are not returning. The reasons could include low product quality, inefficient delivery process, high product price, or unresponsive customer service. This information can be helpful to tailor Win-back Emails with discounts & offers targeted to the customer so they find it hard to resist.

7) Begin with a gentle reminder

Customers may stay away simply because they forget about you. Let them know that your brand is still vibrant and relevant. Sometimes, all it takes is a gentle reminder. 

Start your email by thanking your customers for being valuable patrons of your business & then gently remind them why they should come back—a great product, unbeatable deals, etc. This way, you are likelier to spark their interest, jog their memory, and make them click back to your store.

8) Highlight positive reviews and social media reviews

It is a known fact that customers are more likely to convert when there is a positive review from other customer. Therefore, win-back emails that include positive reviews provide social proof, which can lead to better conversion rates. In addition, they serve as a reminder to customers about why they should come back and become loyal customers.

9) Implement A/B testing

The A/B testing process involves sending two different emails to inactive subscribers. The responses enable marketers to identify which option is more suitable for increasing customer engagement, if they’re sending a win-back email for the first time.

Regardless of the type of email, you’ll send, it helps to have a template in place. This eliminates the hassle of starting from scratch whenever you create a new campaign. Moreover, the template also serves as a default to compare against new creative concepts.

Explore different subject lines, CTA, incentives, and other elements, & update your primary email template to reflect the successful combination.

20 Win-back Email Examples

Here is a look at some of the best win-back email examples to help inspire your next campaign.

1) A Winning Copy

 

A Winning Copy Win back emails

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An example of how effective a simple email copy can be, this win-back email takes us back to the basics. The goal is to let customers know that the store is still alive & the brand yearns to see them again. And pairing the copy with a discount code gives them the incentive to take action and revisit the store.

2) Keeping it Quirky and Fun

Quirky and Fun win back emails

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This email keeps it lighthearted with a fun copy that centers around something very relatable for its target audience. Having a conversation with a best friend. Keeping the tone friendly & casual in your win-back emails helps build trust and encourages people to take a chance again while standing out with a unique design.

3) A Soft Nudge

Soft Nudge win back emails

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This win-back email does an excellent job of reminding customers that the store still exists & urging them to return with a soft nudge. By subtly reminding customers about the USP of their dental hygiene kit,  they encourage them to return & make another purchase.

4) An Eye-catching Design

Eye-catching Design win back emailss

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This win-back email does everything well – copy, design philosophy, & a super cool product showcase that doubles up as a smiley. It’s the perfect combination of fun and customer service that appeals to customers & encourages them to return and give the store another chance.

5) A Message From a Friend

Message From a Friend win back emails

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This email from bare Minerals stays true to its brand by incorporating its friendly tone in its email. The message is casual and friendly while also including a coupon code to get customers back on board.

6) An Intriguing Subject

An Intriguing Subject (win back email )

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A question as a subject line is often a great way to catch customers’ attention, and this email from Cuisinart executes it perfectly. By tapping into the curiosity of customers and setting the right tone with the copy, this email manages to drive home its point & get customers curious about their product.

7)  Discount Focus

Discount Focus win back email

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Outdoor Voices takes the game up a notch with this win-back email by focusing on discount codes. With an eye-catching title that creates urgency & tempts customers to accept the offer, this email does a fantastic job bringing lost sales by getting to the point right away!8)

8)  Catchy Updates

Catchy Updates

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This win-back email from Surf Stitch essentially doubles up as a visit to their website by providing customers with a list of new updates related to products, brands, outlets, latest blogs, & even free shipping. By keeping the message brief & catchy, they can engage the customer in just a few words and take them back to the website.

9) A Unique Approach

Unique Approach win back email examples

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With the summer far away, you often need an excuse to sip your favorite cocktails. But why wait when you can make your own? This win-back email from ’emeals’ recognizes the need of customers and provides them with a unique solution – free cocktail recipes!

10)  ‘Miss You’ Email

Miss You' Email win back email examples

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Another excellent example of a simple yet effective win-back email, this one from American Apparel does a great job of being friendly & casual at the same time. The tonality works well with B2C customers by striking an emotional tone with them & reminding them that they are missed.

11) Birthday Win back

Birthday Win back emails

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This win-back email is an excellent example of how to use customer data effectively. By taking into account their customer’s birthday, Nike is able to send out a personalized email along with an exclusive birthday discount code. This helps ensure that customers feel special and appreciated on their special day.

12)  Customer Appreciation Day Email

Customer Appreciation Day win back Email

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Nothing tells customers that they are special than celebrating Customer Appreciation Day with a unique gift. This win-back email from Birchbox does just that by offering customers exclusive free shipping on Customer Appreciation Day. The copy is sweet and simple to the point, and the design is eye-catching without being too overwhelming.

13)  Limited Time Deal

Limited Time Deal win back email

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With an offer that comes with an expiration date, this win-back email from Sephora is sure to get attention. The copy is succinct, the coupon code ensures that customers come back within a limited time frame, & the CTA is prominent enough to attract attention without being too in-your-face.

14)  A Fun Way to Win Back

Fun Way to Win Back email

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Sometimes, a simple game can do wonders for your win-back campaigns. This email does a great job of using a fun, gamified approach to engage customers with a simple flowchart. The copy is light & entertaining, and the whole thing gives customers a feeling of something fresh (which they might not have experienced in a while).

15)  Staying True To The Brand

Staying True To The Brand

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If done right, boring brand updates can also be a great way to get customers back on board. By sending out a curated selection of the latest content & feature updates, Asana keeps customers in the loop about their brand and ensures that they don’t miss out on any important information or updates.

16)  Feature Update + Discount

Feature Update + Discount win back email examplex

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A winning combination of educational content and promotional offers, this win-back email from Rockport showcases their latest feature update while also offering customers a 15% discount. With the copy being simple and the design being minimalistic, this email helps customers check out what’s new.

17)  Get Back On Track

Get Back On Track win back email examples

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For a CTA, these words resonate with customers who have fallen off the horse, as it were. The win-back email from Bakerista helps customers realize the importance the brand once held in their lives and encourages them to get back on track with a simple reward – a cupcake for a cupcake!

18)  Personalized Reminders

Personalized Reminders win back emails

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Customer data is often a hub of valuable information, and win-back emails are no exception. This email from Land’s End uses customer data to remind them of what they are missing based on their previous preferences. It even gives readers the option of modifying their preferences if they want to receive different types of notifications.

19)  Keeping The Conversation Going

Keeping The Conversation Going

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Everyone loves a good conversation, & this win-back email from ATG Stores focuses on the changes that the brand has gone through since the last time the customer interacted with it. By using conversational language & providing updates and relevant discounts, the brand helps customers see that they are still keeping up with their needs.

20)  Poem-worthy Copy

Poem-worthy Copy win back email examples

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Win-back emails should always be entertaining; this one from MissGuided is no exception. It uses a unique copy to convey its point. By bringing attention to the Copy & design of the email, the brand makes even a seemingly mundane message sound like an inspiring poem.

Win-Back Email Strategies To Re-Engage Your Lapsed Customers

Win-Back Email Strategies to Re Engage Your Lapsed Customers_Blog_Banner

A lapsed customer is one who has not completed a successful purchase or engaged with your brand within a pre-set timeframe. 

To ensure the success of your Win-back email campaign, these key strategies can be implemented:

1) Pinpoint your inactive contacts

For most businesses, there’s no pre-set number of days or months beyond which a customer’s email address is considered inactive. Instead, classifying an email address as active or inactive is subjective and depends on the company’s perspective of inactivity. 

So the period of inactivity could range from a few weeks for some businesses to several months for others before sending a win-back back to re-engage customers. By examining sales data & interaction rates for their most loyal customers, business owners can identify and update their list of inactive contacts.

2) Attract the subscriber’s attention

Win-back emails should have eye-catching subject lines that pique your customers’ interest and motivate them to open & read the email. 

For example, personalized messages such as, ‘We Miss You!’ or ‘Come Back for More Great Deals!’ give the feel that a brand directly communicates to the reader as a person rather than a prospective customer. 

As far as possible, mention your offer in the subject line. However, as it’s your most important message, ensure it is clearly seen.

In addition, you also can tailor your email subject lines to reflect your brand voice in a more personalized way.

2) Consider sending more than one win-back email

No doubt, deciding on how many win-back emails actually to send can be one of the most complex aspects of win-back automation.

For instance, if you choose to send only one win-back email, there could be a good possibility that the recipient may miss it or decide against opening it. Moreso, if they haven’t opened any of your emails in a long while.

For this purpose, many businesses chose to send a series of two or more win-back emails with time lags in between. This increases the odds of the contact opening, interacting, and potentially proceeding to make a purchase.

These handy hints should give you a good starting point on how many win-back emails to send:

  • Be careful to maintain a delicate balance. Since you’re trying to get inactive subscribers to re-engage, an over-send may run the risk of getting unsubscribed or marked as spam.
  • Sending 2-5 emails is a good practice to ensure your reputation and to encourage the customer to re-engage.
  • Actively implement segmentation when sending win-back emails. For example, a single email to inactive subscribers, followed by a second, and if needed, a third email to recipients who are yet to make a purchase even after a specific time has passed.

Notably, if you find that your revenues per recipient are showing signs of dropping after sending your first win-back email, it’s an indication that you need to pipe down the number of emails you’re sending.

3) Leverage content resonating with customers 

Since the critical objective of win-back emails is to convince passive subscribers to interact with your brand & make a purchase, your content must be riveting enough to capture your subscribers’ attention.

As customer acquisition costs are often much higher, businesses commonly use discounts, add-ons, bundles, limited-time/seasonal offers, free shipping, and other cost-effective tactics to get customers’ attention.

You can also manage the timing of your offer, if you’d prefer to include it later in your series & if you don’t have to persuade your customers to make a purchase.

On the other hand, win-back emails needn’t be all about discounts and offers. Some customers have different reasons for disengaging, such as lack of use or understanding.

In such circumstances, content can be efficiently used to address potential issues & educate customers on how to get the maximum benefit from using your product. Win-back emails also provide an excellent opportunity to explain how to contact customer service or seek customer feedback. 

In addition, offering pausing and cancellation options let your customers know they can cancel anytime if they decide to reactivate their account. This is particularly significant for subscription-based businesses.

Likewise, as some businesses do, you could work your content towards focusing on your new products, best-selling products, and other user-generated content. This is usually a great way to bring attention to your brand and create an interactive feel.

4) Reflect your brand values

Win-back emails should focus on the value proposition that resonates with your customers. For example, tell stories and connect with readers on an emotional level in order to bring back the lost engagement.

Likewise, they should be leveraged to bridge the gap with your customer support by providing helpful information & offering friendly assistance to create a better customer experience for the next potential purchase.

Also, as much as you’d like to avoid it, provide your subscribers an option to unsubscribe from your Win-back emails & all future communications. This is an essential part of the win-back email process and also builds customer trust, as it’s a form of transparency. 

5) Offer a store shopping alternative

In general, your campaigns should seek to convert new customers into loyal customers by consistently attracting them back to your store. 

Nonetheless, suppose your customer stops placing orders directly from you, but they haven’t lapsed yet; you could consider capturing them at other popular places they generally shop at. Directing them to different points of sale may be a viable option. 

For example, in your win-back email, you can try to win your customers back by offering them attractive incentives if they shop online at an alternative store. The call-to-action button in your mail should lead to the store alternative, encouraging your lapsed customers to place an order instantly.

6) Maximize opportunities for interaction

Your win-back campaign needn’t exclusively center around getting customers to revisit your website. For example, you could extend your discount coupon for use online and in-store. 

This lets your customers access the discounts regardless of whether they click the CTA, enter the discount code online, or visit your store & use the barcode.

For greater personalization, you can utilize customer data to dynamically load the nearest store location for each contact along with a map.

7) Provide relevant calls to action (CTA)

While sharing informative content about your company, its products, and services, leverage the opportunity for a clear and straightforward call to action. 

A compelling CTA typically comprises straightforward language and clear pathways beyond passive email reading. The tone & style include emotional, encouraging words and assertive statements that provide a compelling reason to click through for fear of missing out. 

On the other hand, don’t make your call to action seem like an overbearing pitch that pressurizes the reader with heavy sales tactics. In a nutshell, your CTA should just about let your customers know what they’ll miss out on if they fail to click on it.

Win-Back Email Best Practices

Some Best Practices To Create Effective Win Back Campaigns_Blog Banner

While we have looked at strategic approaches to reach out and win back your customers, here are a few best practices to help you maximize the effectiveness of your win-back emails.

1) Demonstrate value: At the outset, demonstrate why your customers should select your product over the competition. Then, showcase unique product features and special offers that entice your customers to return. 

2) Target audiences in a timely way: Having said this before, there’s no substitute for timely outreach. Fine-tune your win-back email; don’t send messages to your entire customer list. Instead, use segmentation to focus your win-back strategy solely on your past customers who have not interacted with your company in the last 3 months.

For example, you can set the automation so that any subscriber or customer who has completed a purchase within the past 2 months is not included in your win-back campaign.

3) Test the ideal time to follow up with your win-back email: The ideal time varies depending on the company and product. For this reason, it is advisable to pull out data on how often a particular customer purchases your products and how often your customers, in general, purchase from you. This data will help you understand if your customer has lapsed.

Once you have this critical information, you can run tests to determine the perfect interval to send win-emails for your brand.

4) Personalize emails: Address your customers by name when sending out win-back emails. It’s an effective way to assure your readers that you communicate with them, not an anonymous customer. In addition, a personal touch is excellent for those looking to boost customer loyalty. Use other email personalization tactics also.

5) Optimize email subject lines: While you may be tempted to be creative, remember to keep your subject lines clear and concise. Your audiences should be able to quickly understand the purpose of the email from a single glance.

Stick with simple ideas & emotions to convey your key messages. For example, ‘we miss you’ connects emotionally with readers. Likewise, don’t ramble on; stick to the point. Just remember the objective is to engage your customer, and you won’t be able to if the email appears too long-winded.

6) Implement A/B testing: The A/B testing process involves sending two different emails to inactive subscribers. The responses enable marketers to identify which option is more suitable for increasing customer engagement, especially if they’re sending a win-back email for the first time.

Regardless of the type of email, you’ll send, it helps to have a template in place. This eliminates the hassle of starting from scratch whenever you create a new campaign. Moreover, the template also serves as a default to compare against new creative concepts.

Explore different subject lines, CTA, incentives, & other elements, and update your primary win-back email template to reflect the successful combination.

7) Review your win-back campaigns regularly: While it may be convenient to implement an automated campaign and then let it roll, it is necessary to assess how your win-back emails are performing regularly. Then, analyze the data and make necessary adjustments and improvements to maximize success.

After all, your win-back emails are a last resort. They should have feature details of your latest popular products, enhancements in customer service, & other improvements. These details will help persuade previous customers to re-engage with your brand after a period of inactivity.

8) Avoid long, wordy sentences and spammy tactics: Win-back emails are one way to cut ice with someone already disengaged. In such circumstances, keep your messages simple and to the point. Sparing readers the hassle of reading rich text will boost your overall chance of getting your message across.

The random use of emojis sometimes does not have the desired effect because they may not be relevant to the message. As a result, these attention-grabbing tactics are losing appeal as consumers become more indifferent to these tactics.

Overusing emojis or filling your subject lines with emojis can result in low open rates. In fact, using too many emojis could subconsciously cause your subscribers to skip your email.

9) Seek feedback proactively: Finally, if your subscriber decides to cancel their subscription, it’s a good idea to understand their reasons for doing so. 

Incorporate a quick feedback survey along with one of your win-back emails. This will help you pin down what you could have done better & use it to improve your Email campaigns.

In addition, feedback surveys can also help you understand why your purchasers are not returning. The reasons could include low product quality, inefficient delivery process, high product price, or unresponsive customer service. This information can be helpful to tailor Win-back Emails with discounts & offers targeted to the customer so they find it hard to resist.

10) Begin with a gentle reminder

Customers may stay away simply because they forget about you. Let them know that your brand is still vibrant and relevant. Sometimes, all it takes is a gentle reminder. 

Start your email by thanking your customers for being valuable patrons of your business & then gently remind them why they should come back—a great product, unbeatable deals, etc. This way, you are likelier to spark their interest, jog their memory, and make them click back to your store.

11) Highlight positive reviews and social media reviews: It is a known fact that customers are more likely to convert when there is a positive review from other customer. Therefore, win-back emails that include positive reviews provide social proof, which can lead to better conversion rates. In addition, they serve as a reminder to customers about why they should come back and become loyal customers.

12) Develop a Win-Back Email Flow: A win-back email flow refers to a series of emails sent to customers to encourage them to return and do business with you again. 

Typically a win-back email flow includes 4 to 6 emails, after which you should pause for a while and wait for the recipient to act on your emails.

If the email is related to a limited-time offer, you can build urgency by sending a follow-up email 24-48 hours prior to the expiry of the offer.

Win-Back Email Subject Lines

By now, we already know how essential win-back emails are for the brand. But how do you influence customers to get back if they don’t even open your emails?

This is why it is essential to craft engaging subject lines to draw your customer’s attention and remind them of your existence. Let’s take a closer look at a few of the best win–back email subject lines. 

Win-Back Email Subject Lines With Incentives

An effective way to increase the win-back email campaign’s open rate is to include discounts, offers, free shipping, or any other incentives. 

  • You’re One Step Away from Epicness! Come Back for a Spectacular Surprise!
  • Don’t Let the Fun Stop! Return for a Special Offers Just for You.
  • We Can’t Handle the Silence! Come Back and Unleash the Excitement!
  • You’re Too Awesome to Stay Away.
  • Calling All VIPs! We Want You Back with a Fantastic Treat.
  • Unlock Your Happiness Again. 
  • Your Return = Instant Celebration! Join Us for a Party.
  • Let’s reignite our relationship. 
  • Time to Rekindle the Magic! Return Now for a Magical Bonus!
  • Warning: Extreme Awesomeness Ahead! Return and Be Amazed.

Personalized Win-Back Subject Lines 

According to recent reports, personalized email subject lines have a 22% higher open rate than emails with generic subjects. 

  • Hey (Name), We Miss Your Style! Come Back for a Fashion Surprise!
  • (Name), Our Taste Buds Crave You! Enjoy a Treat on Us.
  • Calling (Name), Your Expertise is Needed! Return for VIP Rewards.
  • (Name), You’re a VIP! Rejoin for a Personalized Gift.
  • Unlock (Name)’s Happiness! Return for a Smile-Inducing Surprise.
  • (Name), Your Presence Is Requested! Celebrate with a Special Discount Coupon!
  • We’re Lost Without You! 
  • (Name), Let’s Bring Back the Magic! Special Bonus for You!
  • Attention (Name): Prepare for Awesomeness! Return and Be Amazed!

General Win-Back Subject Lines 

Of course, if you lack the resources to create personalized email subject lines, you can choose to use generic and high-impact subject lines. 

  • We Miss You! 
  • Haven’t Heard from You in a While. Let’s Catch Up!
  • Your Return Means the World to Us. 
  • It’s Not the Same Without You. Come Back for a Surprise.
  • We Want You Back! Reconnect for Special Offers.
  • Revive the Relationship: Rejoin and Save.
  • Rekindle the Magic: Return for Exciting Rewards.
  • We’re Extending an Olive Branch. Come Back for Benefits.
  • Your Loyalty Matters. Reconnect for VIP Treatment.
  • Come Back and Rediscover the Value. Special Offer Awaits.

Frequently Asked Questions (FAQs)

  1. 1. What is a win-back email?

A win-back email is an automated message you can implement in your email marketing platform to send emails to your lapsed customers, or subscribers, motivating them to re-engage with your brand. 

In this scenario, re-engagement involves purchasing, replying to an email, interacting with your website, or all the above.

2. What type of strategy is a win-back email?

A win-back strategy can essentially be defined as a marketing program to re-engage inactive customers by offering them incentives, rewards, or special offers to become active customers again.

3. What is the meaning of a lapsed customer?

A lapsed customer refers to an inactive customer. Lapsed customers typically include customers who have not made any recent purchases or interacted with your business in a specific amount of time.

4. What are the different types of inactive customers?

The types of inactive customers can be broadly categorized as short-term, long-term, and seasonally dormant customers.

By understanding the different types of inactive customers, businesses better understand how to create win-back campaigns and emails more effectively. 

5. When should you send win-back emails?

Win-back email best practices indicate that when subscribers do not engage with your brand for over 3 months, they quickly become inactive. For this reason, win-back emails should ideally be sent once every 3 months to subscribers & contacts who haven’t engaged with the company.

Waiting 6-9 months before sending a win-back mail may be too long, as customers may have already decided to unsubscribe from your emails.

6. What is a win-back flow? 

Win-back flows are primarily a series of automated email flows aimed at winning back lapsed customers. 

7. How many emails are recommended in a win-back flow?

In general, keeping three emails per recipient in your win-back flow is advisable while leveraging the following pattern:

  • 1st email: It should be just a brief touch point. You could include a chosen 3-6 of your best-selling products or your newest launches.
  • 2nd email: It should primarily be a reminder about the offer made in your first email and display a sense of urgency, for example, having an expiration date on the offer.
    While including the products mentioned in your first email, you could also highlight your new launches. In addition, this email can also be more detailed than the first email.
  • 3rd email: Being the final reminder to your customers to take up your offer, you’ll also want to have a final call to action – whether your customers re-engage, review their email preferences, or unsubscribe. 

Providing an unsubscribe link helps you ensure that your lapsed subscribers arent’ affecting your deliverability or marking it as spam.

8. How effective are win-back emails?

Since it typically costs 5 times as much to attract a new customer than to retain an existing one, win-back emails can be an effective tool to retain customers.

Summary

If your business wants to re-engage with inactive customers and reduce customer churn, win-back emails could be the solution and our ecommerce email marketing agency can help you in setting up your automations.

Win-back emails can help you re-engage with your existing customers and encourage them to make a purchase. They should be sent every 3 months and consist of three emails – the first being just a brief touch point,

second reminding them of an offer with a sense of urgency, and the third being a final call to action.

By implementing the best practices, you can keep your customers engaged and have a more successful Win-back strategy.

About Author

Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies. For more information follow him on linkedin

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