The best way to make your win-back email campaign a hit is to offer quality content. In win-back emails, focus on new products, key benefits, and clear CTAs can go a long way with past customers. The copy doesn’t need to be overly personalized to work effectively.
To clarify, we have compiled some of the best win-back email examples to help you build an effective campaign.
Win-Back Email Examples
1. Mention your offer in your email subject line
Share the most meaningful part of your message in your email subject line to ensure it gets noticed, just like Basic Man does with this win-back email. For instance, the subject line “We want you back!
Here’s 50% off!” is hyper clear and ensures that anyone still curious about the brand will open this email, even if they have stopped opening other emails. Note that the 50% off only counts for one month after the expired user has reactivated their account.
This should be sufficient time for the brand to demonstrate its worth and keep the re-engaged customer on board. Simultaneously, 50% off is a strong motivator for someone to give the service another go.
Additionally, Basic Man makes it comfortable for the shopper to get the discount by offering a direct link to their store that already contains the discount code and sharing the code within the email.
2. Use humor to get their attention
Dollar Shave Club is known for its humorous email marketing, and this re-engagement email keeps that reputation. It begins with a curiosity-inducing subject line that’ll get good open rates.
The email copy continues with the breakup theme, indicating to the inactive subscriber that they get back together with the brand.
Sometimes, a great copy is the only thing you need to win back customers. So stay loyal to your brand voice, especially if you use humour.
3. Include an impossible-to-resist offer
Wine company, Winc sends this win-back email with an offer for $10 off 21 days after someone cancels their subscription. Unfortunately, while a discount can get a passive customer to purchase again, it doesn’t facilitate someone to buy frequently again.
Therefore, discounts are best enclosed at the end of your win-back email series as a last-ditch effort to lower your customer churn.
Once you’ve persuaded someone to come back, you’ll need to continuously deliver a good experience to create that customer loyalty and ensure that they keep encountering your brand.
See how concise this win-back email copy is. All it says is, “come try a wine on us”, followed by a brilliant call to action.
4. Educate customers about pausing and cancellation options
If you’re driving a subscription-based business, win-back emails permit you to remind consumers of your cancellation or pausing options. In this email example, Netflix comforts disengaged customers who can cancel anytime if they decide to reactivate their account.
The concise copy also displays a few benefits of using the streaming service, such as that you can watch whenever it suits you and that Netflix is always commercial-free. In addition, it’s combined with a clear call to action to “rejoin today.”
Lastly, the brand contains images of movies and series on Netflix to draw inactive users to come back. These images make the email more visually attractive than if the brand had listed the show’s titles.
5. Offer them a store alternative
Ideally, your campaigns aim to convert new customers into repeat customers by continuously guiding them back to your store.
However, if someone stops placing orders but you feel they haven’t fully lost interest, it may be a great idea to direct them to other points of sale.
In this win-back email example, Death Wish Coffee Company attempts to win customers back by letting them know they can have free shipping with Amazon Prime if they order their Death Wish coffee on Amazon. The CTA button leads to Amazon, letting lapsed customers place an order instantly.
Yes, it’s better if customers purchase from you directly, but if you’ve already sent them a few win-back emails and they still haven’t bitten, you might want to try and catch them at other places they’re likely already shopping.
6. Send more than one email
It may take a few attempts before you win back dormant customers, so building a multi-email re-engagement campaign is a great idea rather than sending a single email.
For instance, meal delivery kit Dinnerly sends numerous win-back emails to get customers back in the door. Make use of automated email journeys to see this entire win-back email campaign. In this example, they utilize a discount as an incentive to re-engage a lost customer.
Dinnerly also describes what has been enhanced since the last customer ordered from its site and delivers clear instructions for using the discount. Lastly, the clear CTA leaves no doubt about what Dinnerly wants its passive subscribers to do: reactivate their accounts.
7. Re-engage passive customers with a seasonal campaign
You don’t have to send the same win-back emails all year long. In this email campaign, Blue Apron concentrates on changing seasons. It shares new ingredients and dishes with old customers to win them back. By sharing multiple options, the brand improves its chances of success.
It is one of the best win-back email examples of how you can play with your win-back email subject lines. “Join us again for sweater weather eats” is an invitation to improve open rates. But, aside from the word “again”, nothing about this subject line indicates that it involves a win-back email campaign.
8. Recommend various products
MistoBox reminds customers of why they initially subscribed (to discover new coffee) in this win-back email example.
The simple question at the email top “Is that still true?”) hit people’s curiosity in the service, and by getting them to express “yes”, MistoBox improves the chance that the recipient will make a purchase again.
The brand also re-explains how its service functions and showcases six different types of coffee to stimulate people to click. Lastly, they point out that the subscription won’t take up the customer’s time: if they are too occupied to pick a new coffee for the month, MistoBox will do it for them.
9. Send follow-up product recommendations
Here’s an attractive strategy from jewelry brand Pandora: win back customers by recommending how they upgrade their look. One month after they’ve purchased something, Pandora sends customers a follow-up email with relevant product recommendations and prompts them to upgrade their style.
This is a great way to boost repeat purchases and more of a gentle nudge to keep shopping than a hardcore “please come back” email. When done well, these emails can assist you in increasing your customers’ order frequency, converting them into loyal customers.
10. Invite the customer to visit your stores
Your win-back campaign doesn’t have to focus only on driving customers to your website. For instance, if you offer a discount coupon, mention that it can be utilized online and in-store. That’s what LOFT does in this example.
The brand makes it effortless to redeem the discount regardless of whether customers decide to shop online (by clicking the CTA or entering the discount code) or in-store (by including a barcode).
LOFT also utilizes the customer data it has to dynamically load the location of the nearest store for every recipient and even contains a map.
11. Create a sense of urgency
In this win-back email example, Baron Fig mixes a sense of urgency with playing to the fear of missing out. It accomplishes this by presenting a discount valid for one day only and informing the recipient that “a lot has happened in the last few months.”
In addition, the CTAs below the coupon code and at the bottom of the email request the recipient to shop for new releases, again indicating that there are a lot of products they might be missing out on.
And to boost the chances of getting back lapsed customers, Baron Fig includes nice-looking product images linking to diverse product categories.
This is a great technique if you want to send the same win-back email to your unengaged customers, as not all of them will be curious about the same products.
12. Offer a gift
Consider offering a gift if you don’t want to offer a discount when customers disengage. Cat Lady Box shows customers who’ve stopped engaging in a free night light when they reactivate their subscription. As this is a limited-time offer, subscribers will be more likely to take action soon.
To encourage them even more, Cat Lady Box shares the theme for next month’s box and the four items customers will get.
While it’s not a re-engagement strategy, we love how the brand asks subscribers whether it has their correct information.
For example, someone may have moved since cancelling their subscription, and it wouldn’t be great if they reactivate, and their first box gets sent to the wrong address.
13. Promote free shipping
Lingerie brand ThirdLove keeps it straightforward with its classic “We miss you” subject line and super short copy reminding the recipient how comfortable it is to order their bras online.
What we like about this re-engagement email is how ThirdLove lists two major benefits of ordering from them right below the CTA: free shipping on orders over $50 and free U.S. returns and exchanges.
It also allows recipients to know when their support team can assist and has this information right below the “contact us” CTA.
When it’s your last chance to bring a customer back, you have to ensure that you let them have their questions answered.
14. Give it to them straight
A lot of win-back emails utilize soft language. They might say they haven’t seen the recipient or missed them. Not this email by Le Tote.
The brand straight up means the recipient they’ve noticed they canceled their subscription. It has been presented as a personalized message; this honesty is refreshing.
Le Tote then mentions the value the recipient will earn if they sign up again and include a popping blue CTA button with an equally direct message: “resubscribe.”
15. Give it to them straight
A lot of win-back emails use soft language. They might mention they haven’t seen the recipient or missed them. Not this email by Le Tote. The brand straight up tells the recipient they’ve noticed they canceled their subscription. Presented as a personalized message, this directness is quite refreshing.
Le Tote then mentions the value the recipient will get if they sign up again and adds a popping blue CTA button with an equally direct message: “resubscribe.”
By following a few of the win-back email examples that we have discussed today, you’ll be all set to launch an efficacious re-engagement campaign of your own.
Remember to approach your win-back campaigns by comprehensively identifying and segmenting your customer and creating a strategy that works for them.
You want to make sure that your win-back emails have interesting and valuable content in order to make the best impression. Lastly, concentrate on the customer relationship and not just on the deal.