I’ve been respiratory life into e mail campaigns since 2007 when the iPhone was the latest factor on the block. Despite the fact that the training assets 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, properly, re-engage.
Whereas getting ignored by your subscribers is dangerous sufficient, if too many subscribers do the identical, you might find yourself damaging your sender repute, 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 you have to learn about e mail re-engagement and how one can get your pretty subscribers again — with some added spice from specialists as properly.
Desk of Contents
What are Re-Engagement Emails?
Re-engagement emails are advertising emails you ship to reconnect with prospects who haven’t interacted together with your model for some time.
Like a meetup with an outdated buddy, a re-engagement e mail is usually about remembering the great reminiscences you shared — moderately than asking for favors (or asking prospects to buy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 might 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 prospects. An e mail topic line like “You’ve Bought Mail!” might 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 each day across the globe, it’s simple for patrons to overlook your advertising emails. So, I like to recommend giving your subscribers a delicate nudge to re-engage them.
- Generate missed income. Not like 25% of recent prospects who abandon a purchase order as a result of they don’t belief an internet site with their monetary particulars, your current prospects already belief you. This makes them a dependable income.
- Enhance e mail sender repute. 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 keeping with Validity, 15% of emails by no means attain the inbox. By sending re-engagement emails, you may resolve the destiny of inactive subscribers and defend your e mail sender repute.
Professional tip: Use re-engagement emails to see the place you’re missing in your common advertising 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 energetic viewers base as properly.
Lina Lugova, chief advertising officer at Epom, emphasizes including the lacking worth: “The rationale why it’s a must to ship a re-engagement e mail is that your earlier exercise didn’t convey sufficient worth, so you must do it now.”
Widespread Sorts of Re-Engagement Emails
The suitable re-engagement e mail depends upon the recipients. You’ll be able to go along with a delicate “We Miss You!” or go for a humorous “Take Me Again!” That stated, listed below are my favourite varieties of re-engagement emails for bettering engagement metrics.
We Miss You
As an alternative of calling a subscriber out for being inactive, you can begin on a optimistic be aware and remind them of the great occasions that they had with you. When crafting a “We Miss You” e mail, my aim is to remind inactive prospects 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 — the truth is, I like to recommend avoiding it since many manufacturers default to it.
Right here’s a “We Miss You” e mail template I usually use:
Topic Line: Keep in mind When [Past Memory]?
Preview Textual content: It’s been too lengthy, outdated buddy …
Hello [Name],
Do not forget that time [personalized experience].
However currently, 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 Provide
Contemplate providing reductions. These particular provides might help you win again prospects. That stated, because the recipients are disengaged prospects, I like to recommend choosing this kind 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 totally different from a standard low cost e mail, you should optimize your topic line. As an alternative of choosing generic topic strains, like “[Name], Declare Your Provide Immediately!” 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!”
Suggestion Refresh
A re-engagement e mail providing customized suggestions may also enable you win again prospects. Nonetheless, a suggestion refresh feels incomplete with out segmentation information, so I solely suggest utilizing this for those who’ve received a advertising automation software with related content material, comparable to buy conduct, shopping exercise, and top-reviewed merchandise.
As soon as I’ve the mandatory recipient particulars, I take advantage of a template like this one, after which shut with a CTA.
Topic Line: You Beloved 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
Customized suggestions work for ecommerce manufacturers — however not a lot for SaaS companies. As an alternative, I’ve discovered that SaaS companies get increased 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 just 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]
Powerful Love Conversations
Final however not least, I deal with e mail advertising as a dialog with my prospects. So, I take into account 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 attempt 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 could be excited about. Whereas it’s not as customized as I’d prefer it to be, it contains a curated assortment of the newest music throughout totally 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!” In addition to that, it additionally provides a hefty low cost to get the recipients to click on by means of. Plus, the call-to-action — “one-time unique supply” — creates a way of urgency and exclusivity.
Professional tip: Whilst you would possibly really feel pressured to supply a reduction in a “We Miss You” e mail, it’s not mandatory in case your model doesn’t do reductions.
Greg Zakowicz, senior advertising professional at Omnisend, agrees: “If a model incessantly reductions, I’d use a reduction to generate a sale. If a model doesn’t incessantly low cost, I wouldn’t really feel pressured to supply one.”
4. The Hut
The Hut isn’t making an attempt to make a sale straight away. As an alternative, 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 record and enhance your e mail deliverability charge.
Professional tip: Give inactive subscribers an opportunity to decide out in the event that they now not want to hear from you. As heartbreaking as that is, it’ll massively enhance the effectiveness of your e mail advertising campaigns.
5. Cole Haan
On the subject of 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 an alternative, 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 prospects to offer Arc yet another likelihood.
8. Acumatica
Acumatica is taking subscriber record hygiene to a refreshing blunt stage by issuing the “Do you continue to wish to hear from us?” actuality verify. A low sender repute with inbox service suppliers (ISPs) renders an e mail advertising marketing campaign a failure, so I like what Acumatica is doing.
9. Part
I’ve a knee-jerk aversion to “You Can’t Miss” headings as a result of I discover them overused — there are numerous flop films with the identical phrase of their trailers. That stated, 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 reducing straight to the chase with its “We Miss You” e mail. In addition to 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 prospects.
Professional tip: If prospects nonetheless don’t reply after a number of nudges, it’s higher to take away them out of your e mail record as an alternative of constructing the spam folder your vacation spot.
Get Able to Re-Interact
Whereas different digital entrepreneurs would possibly panic over an uptick in dormant e mail subscribers, I consider them as my private check viewers for recent content material concepts and out-of-the-inbox wooing strategies.
As an alternative of shedding sleep over it, use the templates on this information to develop your individual re-engagement e mail sequence and win again prospects.
Editor’s be aware: This submit was initially revealed in October 2019 and has been up to date for comprehensiveness.
