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 educational sources for e mail entrepreneurs have advanced 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 unhealthy sufficient, if too many subscribers do the identical, you might find yourself damaging your sender popularity, which can encourage e mail service suppliers to deal with your messages as spam.
Because you clearly don’t need that, I’ll clarify all the things you have to 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 emails you ship to reconnect with clients who haven’t interacted along with your model for some time.
Like a meetup with an previous pal, a re-engagement e mail is usually about remembering the great reminiscences you shared — somewhat 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 a substitute 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 sometimes depend on them for the next use circumstances.
- Appeal to inactive clients. An e mail topic line like “You’ve Acquired 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 obtained every day across the globe, it’s straightforward for patrons to overlook your advertising emails. So, I like to recommend giving your subscribers a mild nudge to re-engage them.
- Generate missed income. Not like 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 popularity. Whereas sending emails to all of your leads sounds good on paper, it’s a positive option to get exiled into the spam dungeon. Based on Validity, 15% of emails by no means attain the inbox. By sending re-engagement emails, you’ll be able to determine the destiny of inactive subscribers and defend your e mail sender popularity.
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’ll be able to refine your methods and enhance subscriber engagement.
If a re-engagement e mail helps you join along with your disengaged viewers phase, it would provide help to get a greater open charge from the lively viewers base as effectively.
Lina Lugova, chief advertising officer at Epom, emphasizes including the lacking worth: “The rationale why you need to ship a re-engagement e mail is that your earlier exercise didn’t convey sufficient worth, so it is best to do it now.”
Widespread Sorts of Re-Engagement Emails
The suitable re-engagement e mail will depend on the recipients. You possibly can go together with a delicate “We Miss You!” or go for a humorous “Take Me Again!” That mentioned, listed below are my favourite kinds of re-engagement emails for bettering engagement metrics.
We Miss You
As a substitute of calling a subscriber out for being inactive, you can begin on a optimistic observe and remind them of the great occasions they’d with you. When crafting a “We Miss You” e mail, my objective is to remind inactive clients in regards to the worth the particular model had of their lives.
Professional tip: You don’t have to incorporate “We Miss You” in your topic line — in truth, 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 these days, 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 gives may help you win again clients. That mentioned, for the reason that recipients are disengaged clients, 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, it’s essential to optimize your topic line. As a substitute of choosing generic topic strains, like “[Name], Declare Your Provide 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 also can provide help to win again clients. Nonetheless, a suggestion refresh feels incomplete with out segmentation information, so I solely suggest utilizing this for those who’ve bought a advertising automation software with related content material, akin 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 based mostly on consumer 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] based mostly in your requests. And let’s simply say the outcomes may 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 as a dialog with my clients. So, I think about it honest to be brutally trustworthy in regards to the fading relationship with a little bit of drama or humor.
You possibly can strive your luck with a cheeky topic line, like “Did We Fail You?” Equally, you’ll be able to 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 collection of new music they is likely to be concerned with. Whereas it’s not as customized as I’d prefer it to be, it encompasses a curated assortment of the most recent music throughout totally different genres to make sure there’s something for everybody.
2. Asana
I really like what Asana’s doing with its re-engagement e mail marketing campaign. It has all the things 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 large “We Miss You!” In addition to that, it additionally gives a hefty low cost to get the recipients to click on by. 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 essential in case your model doesn’t do reductions.
Greg Zakowicz, senior advertising professional at Omnisend, agrees: “If a model steadily reductions, I’d use a reduction to generate a sale. If a model doesn’t steadily 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 type of e mail received’t get you gross sales, it helps you clear up your e mail listing 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
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 really 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 just’ll be lacking out for those who don’t obtain the most recent model of the app.
7. Arc
I really like the “You Requested, We Delivered” theme from Arc. It highlights all of the consumer expertise suggestions Arc utilized, encouraging unengaged clients to present Arc another likelihood.
8. Acumatica
Acumatica is taking subscriber listing hygiene to a refreshing blunt stage by issuing the “Do you continue to need to hear from us?” actuality test. A low sender popularity 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 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 slicing 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 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 listing as a substitute of creating the spam folder your vacation spot.
Get Able to Re-Have interaction
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 methods.
As a substitute of dropping sleep over it, use the templates on this information to develop your personal re-engagement e mail sequence and win again clients.
Editor’s observe: This put up was initially revealed in October 2019 and has been up to date for comprehensiveness.
