I’ve been respiration life into email campaigns since 2007 when the iPhone was the most recent factor on the block. Regardless that the training assets for electronic mail entrepreneurs have advanced since then, I nonetheless have numerous re-engagement electronic mail examples in my inbox which don’t immediate me to, properly, re-engage.
Whereas getting ignored by your subscribers is unhealthy sufficient, if too many subscribers do the identical, it’s possible you’ll find yourself damaging your sender reputation, which can encourage electronic mail service suppliers to deal with your messages as spam.
Because you clearly don’t need that, I’ll clarify every little thing you should learn about electronic mail re-engagement and how one can get your beautiful subscribers again — with some added spice from specialists as properly.
Desk of Contents
What are Re-Engagement Emails?
Re-engagement emails are advertising and marketing emails you ship to reconnect with prospects who haven’t interacted together with your model for some time.
Like a meetup with an outdated pal, a re-engagement electronic mail is commonly about remembering the nice recollections you shared — quite than asking for favors (or asking prospects to buy your merchandise).
In my expertise, a well-done re-engagement electronic 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 provide a number of benefits to electronic mail entrepreneurs, I sometimes depend on them for the next use circumstances.
- Entice inactive prospects. An electronic mail topic line like “You’ve Obtained 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 obtained every day across the globe, it’s simple for patrons 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. Not like 25% of new customers who abandon a purchase order as a result of they don’t belief a web site with their monetary particulars, your current prospects already belief you. This makes them a dependable income.
- Enhance electronic mail sender status. Whereas sending emails to all of your leads sounds good on paper, it’s a positive technique 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 possibly can resolve the destiny of inactive subscribers and shield your electronic mail sender status.
Professional tip: Use re-engagement emails to see the place you’re missing in your regular marketing emails — kind of like A/B testing. This fashion, you possibly can refine your methods and enhance subscriber engagement.
If a re-engagement electronic mail helps you join together with your disengaged viewers section, it would enable you get a greater open price from the lively viewers base as properly.
Lina Lugova, chief advertising and marketing officer at Epom, emphasizes including the lacking worth: “The explanation why it’s a must to ship a re-engagement electronic mail is that your earlier exercise didn’t convey sufficient worth, so it’s best to do it now.”
Widespread Kinds of Re-Engagement Emails
The suitable re-engagement electronic mail depends upon the recipients. You possibly can go along with a refined “We Miss You!” or go for a humorous “Take Me Again!” That stated, listed below are my favourite forms 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 word and remind them of the nice occasions that they had with you. When crafting a “We Miss You” electronic mail, my objective is to remind inactive prospects in regards to the value the specific brand 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” electronic mail template I typically use:
Topic Line: Bear in mind When [Past Memory]?
Preview Textual content: It’s been too lengthy, outdated pal …
Hello [Name],
Keep in mind 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 strong CTA.
Tantalizing Supply
Think about offering discounts. These particular affords can assist you win again prospects. That stated, because the recipients are disengaged prospects, I like to recommend choosing this sort of electronic mail once you provide a higher-than-usual low cost.
Whereas a re-engagement electronic mail highlighting a reduction isn’t a lot totally different from a ordinary low cost electronic mail, it’s essential to optimize your topic line. As an alternative of choosing generic topic strains, like “[Name], Declare Your Supply Right now!” add recognizable worth and personalization.
For instance, I like a re-engagement electronic 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 email offering personalized recommendations may enable you win again prospects. Nevertheless, a suggestion refresh feels incomplete with out segmentation data, so I solely advocate utilizing this for those who’ve acquired a advertising and marketing automation device with related content material, corresponding to buy habits, shopping 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 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
Personalised 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 electronic mail template I like to recommend when sharing the way you improved your providing:
Topic Line: [Name], Your Suggestions Helped Us Stage 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 may 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 electronic mail advertising and marketing as a dialog with my prospects. So, I take into account it honest to be brutally sincere 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 possibly can 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 concerned about. Whereas it’s not as personalised as I’d prefer it to be, it includes a curated assortment of the most recent 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 electronic mail marketing campaign. It has every little 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 electronic mail has a number of issues happening. First, I actually dig its huge “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 provide” — 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” electronic mail, it’s not obligatory 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 making an attempt to make a sale straight away. As an alternative, it’s giving its electronic mail subscribers an choice to replace their electronic mail preferences or unsubscribe. Whereas this type of electronic mail gained’t get you gross sales, it helps you clear up your electronic mail checklist and improve your email deliverability rate.
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 electronic mail advertising and marketing campaigns.
5. Cole Haan
With regards to attire, I’ve discovered that personalised suggestions rule the sport. And Cole Haan appears to be rocking that philosophy with its re-engagement electronic mail — even complimenting the recipient. I like how the fashions are gazing expectantly on the recipient.
6. Venmo
The cheeky electronic mail entrepreneurs at Venmo aren’t simply hinting on the concern 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 most recent 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 provide Arc yet another probability.
8. Acumatica
Acumatica is taking subscriber checklist hygiene to a refreshing blunt degree by issuing the “Do you continue to wish to hear from us?” actuality test. A low sender status with inbox service suppliers (ISPs) renders an electronic 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’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 electronic mail topic line as a result of Section instantly adds social proof by saying “we requested our college students.”
10. RY
RY is chopping straight to the chase with its “We Miss You” electronic mail. Moreover the topic line, the one different factor within the electronic mail is a coupon and a CTA. Whereas comparatively blunt, I believe it’s an efficient re-engagement electronic mail for giving a final probability 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 electronic mail checklist as an alternative of constructing the spam folder your vacation spot.
Get Able to Re-Have interaction
Whereas different digital entrepreneurs would possibly panic over an uptick in dormant electronic mail subscribers, I consider them as my private take a look at viewers for recent content material concepts and out-of-the-inbox wooing strategies.
As an alternative of dropping sleep over it, use the templates on this information to develop your personal re-engagement electronic mail sequence and win again prospects.
Editor’s word: This publish was initially revealed in October 2019 and has been up to date for comprehensiveness.