NU
7 Ways to Win Back Lost Subscribers with Re-Engagement Email
Believe it or not, it's normal for a business to lose about a quarter of customers every year. These customers will likely stop opening your marketing messages, reading and sharing your blog posts, or making purchases on your store. They may stop subscribing to your content altogether. But while normal, losing clients can be painful, no matter the circumstance.
If you're losing customers left and right, it's likely that your business isn't standing out from the competition, or your customers are getting content from other businesses. Your marketing strategy shouldn't be just about attracting new customers but retaining old and existing ones.
That's where re-engagement emails come in handy.
Re-engagement emails will help you win lost customers, increase sales, and refresh your stagnant email list.
What are Re-engagement Emails?
Re-engagement emails are messages sent specifically to disengaged or inactive subscribers. The messages can be a part of a re-engagement marketing campaign or sent on their own.
How do you know if you have a growing number of disinterested subscribers in your email list? If you are seeing a dip in your click and open rates. Getting higher than usual unsubscribe rates and lacking interaction with subscribers are tell-tale signs of subscriber disinterest.
If your email metrics used to be high and suddenly become low, take this as a sign that you need to do more with your marketing to spark interest anew among your subscribers.
The biggest indications that you've got inactive subscribers on your hands include low click rates and low open rates, especially if your email metrics used to be higher and have fallen into a slump.
All businesses will, at one point or another, lose subscribers, and this calls for re-engagement strategies to win customers back. It's also important to update your email list regularly to ensure you're focusing your marketing efforts on people giving you the same energy. In this guide, let's learn how to win lost subscribers back.
7 Ways to Win Back Lost Subscribers with Re-Engagement Email
It's never too late to engage disinterested subscribers with your marketing message. Below are emails that'll help you win inactive or disinterested subscribers:
Create Some FOMO
Subject lines:
- 3 new products just launched since you've been away!
- You've been gone a while -here's what we've been up to!
- We haven't heard back from you in a while – here's what you missed
Letting inactive subscribers know it's been a minute since you've engaged with them is one way to get their attention. Another way to get their attention? How about offering a 20% discount or freebie to welcome them back? Use a bold font for the offer and end it with a defined CTA to drive the point home.
This e-engagement email is meant to attract attention and, perhaps, get disinterested people to take the desired action. The idea is to let people know you've been keeping tabs on their engagement and that their lack of interaction with your business did not escape your notice.
Welcome Back Gift
Subject lines:
- It's been a year! Here's our anniversary gift to you
- This one's made just for you, [subscriber name]
- We just couldn't resist [gift inside]
Getting right to the point is a great way to set the tone of your re-engagement email. The thing is, some inactive subscribers have no idea that they haven't been keeping in touch with your business. This re-engagement email is a good reminder that you've been thinking about them, you know that they haven't been checking back with you for a while, and you're willing to give them a gift if they return.
The gift doesn't have to be big or expensive. A 15% coupon, a short ebook, or a free mini-email course are just some of the many gifts you can offer to welcome inactive subscribers back.
To connect with the reader, personalise the content, address the subscriber by name, and liven it up with a few images.
We Miss You
Subject lines:
- We miss you! Here's your 20% discount
- We want you back! Here's your gift
- It's been a while! Let's make up with an exclusive sale
- Let's stay together!
The goal is to make the inactive subscriber feel welcome without sounding insincere. You can also tell a short, relatable story of how you took a break, wanting to reconnect, starting with an incentive.
To write the email, you should check the subscriber's purchase or browsing history to offer something they will find irresistible. For example, if the customer loves limited edition products, you can provide a small discount on new products or a flash sale for a select few.
Be Humorous
Subject line:
- Hello? Remember Us/Me?
- Hello, is it me you're looking for? (with an image of the singer)
- Go on, swipe right on us
- We can tell you want to open this message (go ahead; we won't stop you!)
Adding a bit of humour to your re-engagement email will definitely set a lighthearted voice to it. It makes emails fun to read too!
Keep the copy short and sweet and the email design simple to make the messagel stick. This will help focus the eyes on the offer. End the email with the offer to connect on social media for more updates. This way, if the recipient is still on the fence about taking your offer, s/he can still follow you on social media and engage with your business.
Offer Value
- New products launched since you've been gone
- 5 reasons to shop in our store this month
- Spend [insert amount] and shipping's on us
- Save as much as [insert percentage] when you shop right now
- Spend [insert amount] and get a free gift
Giving an inactive subscriber a good reason to return will likely lead to more sales and refreshed engagement. Big brands use this strategy to attract previous customers, and if it worked for them, it will work for you, too.
To make this work, highlight the benefits of the offer or product so inactive subscribers will be convinced to explore your website and take you up on your offer. Your CTA should never distract the eyes from the message's body.
Focusing on the value is effective because people will always want to know what's in it for them to do what you want. If they see that the offer benefits them the most, they'll be reminded of the value you've been giving them all this time. This works in your favour in two ways. One, you'll generate higher sales and two, people's perception of your brand will be even better than before.
Brand Recos
Subject lines:
- Love your last purchase? Here are similar products!
- This item is trending. Have you tried it?
- 5 New Products Similar to [insert last purchase]
- These 3 products should be on your wishlist
Product recommendation is a great way to re-engage lost subscribers while highlighting your newest products. Like most email samples on this list, recos will only work if the products are relevant or useful to inactive subscribers, particularly those who made an actual purchase on your website. This way, it will be much easier to handpick the products to promote.
You'll need to check the data collected on the recipients, such as their age and purchase history. Choose products these people are likely or tempted to get and present these in an attractive email template. You can also give your newest products and offer discounts and special offers to make the products more appealing.
Seasonal Treats
Subject lines:
- It's [holiday], here are 3 products to get the party started!
- 5 Thanksgiving Treats that aren't Pumpkin Spiced
- Holiday Gifts Your Sister Will LOVE
- Stay Festive and Spread Some Cheer with These Holiday Treats
The holiday season is a great excuse to celebrate and go shopping; that's why many people are in the mood to spend more on gifts. Take full advantage of the season by hooking lost subscribers with timely items they will likely buy.
Seasons like Thanksgiving, Easter, Christmas, New Year, etc., are great times to push gift items. The same goes for minor holidays like Valentine's Day and Mother's Day. These special days are also perfect opportunities to market relevant products to new and lost subscribers.
Re-engagement emails are a powerful tool for winning back lost subscribers. The tips outlined in this guide will help rekindle interest. By implementing these strategies and using beautiful Flodesk templates, you can increase the chances of re-engaging lost subscribers and strengthening your email marketing efforts.
PLEASE COMMENT BELOW