Reengagement Email & The Secret Of Customer Retention
In a perfect world, subscribers would voraciously consume your emails and spring into action on your every call-to-action (CTA). Let's face it though, reality paints a very different picture.
Subscribers can easily grow indifferent, drift away, and fall silent for numerous reasons—some within your control, others beyond.
From sending one too many emails and not aligning with your subscribers' interests to battling for attention in an overflowing inbox—‚or simply playing second fiddle to their busy lives—there are plenty of ways for subscribers to disengage.
Fear not, however, because re-engagement emails are here to the rescue! From crafting a compelling campaign to offering real value, this article will be your compass, guiding you through the art and science of re-engagement emails.
What is a re-engagement email?
A re-engagement email, or a win-back email as it's often called, is a sequence of emails designed to reignite the interest of subscribers who have disengaged from your regular communication.
These are purposefully designed communications to reignite the flame with subscribers who have gone cold on your regular outreach.
The big question is, why do subscribers disengage? People disengage for a multitude of reasons. While some of these reasons are under your control, others are not. For instance:
You may be sending too many emails, leading to subscriber fatigue.
Your emails may not align with the subscriber's interests.
Subscribers' inboxes may be brimming with emails from other brands.
Your subscribers may like your brand but have yet to be too busy to engage with you lately.
Crafting effective re-engagement email campaigns
Crafting an effective re-engagement email campaign involves carefully planned and meticulously executed steps. These re-engagement campaigns aim to reignite the spark with inactive subscribers, encouraging them to interact with your brand again. Below are some basic steps to get you started.
1. Identify your inactive subscribers
Inactive subscribers are subscribers on your email list who haven't interacted with your emails in a long time, such as in the last six months or more. These include:
Not clicking on any link.
Not making any purchases or inquiries.
Watch the following YouTube video by Kate Emiley to learn more.
2. Use segmentation
Next, consider segmentation. Not all inactive subscribers disengage for the same reasons. Some may have switched to a new email address, or their email may have been blocked by their internet service providers (ISPs).
Others might no longer find your content relevant or have developed new interests. Segment your inactive subscribers based on their engagement history, demographics, and purchasing behavior, and create a re-engagement email sequence tailored to each group.
3. Personalize
Personalizing your emails can significantly enhance their effectiveness. Addressing your subscribers by name can help catch their attention while tailoring the email content to match their preferences and purchasing behavior makes the message more relevant and interesting.
Studies show personalized emails can improve open rates by up to 26% and click-through rates by 14%.
4. Offer value
To reignite the spark, your re-engagement email should offer something of Value. Consider giving exclusive discounts or freebies. You can also share valuable content about their interests, demonstrating that you understand and care about their needs.
5. Test, analyze, and optimize
Lastly, remember that a re-engagement campaign is a continuous learning process. It's important to test different aspects of your re-engagement email sequence—like subject lines, email content, call-to-actions, and send times.
Analyze the data collected to understand what's working and not, and optimize your future strategies accordingly.
The power of re-engagement emails
The role of re-engagement emails in customer retention
Re-engagement emails are a powerful tool for reviving the interest of inactive subscribers.
They play a crucial role in customer retention by reigniting the bond between your brand and the subscriber, often providing the necessary nudge to stimulate activity and engagement once again.
A well-crafted re-engagement email can achieve multiple objectives. Primarily, it can reactivate inactive subscribers, making them valuable participants in your brand's conversation once again.
Just look at this outstanding example from Hubsport, who included this personalized video message in their reengagement campaign.
By doing this, the overall health of your email program improves, which can enhance your sender reputation and deliverability with internet service providers.
Moreover, these re-engagement strategies play a key role in customer retention, reminding your subscribers of the Value your brand offers and providing personalized experiences that make them want to stay.
It's a cost-effective strategy, as maintaining a relationship with existing customers is typically more economical than acquiring new ones.
Turning inactive subscribers into gold
According to Harvard Business Review, attracting a new customer can be 5 to 25 times more expensive than keeping an existing one.
Switching your focus to re-engaging your existing inactive subscribers isn't just prudent; it's alchemy. With effective re-engagement emails, you can transform listless subscribers into loyal brand advocates, turning base metal into gold.
Numbers don't lie: the proven power of re-engagement emails
Research by HubSpot shows that 45% of recipients of re-engagement emails (nearly half) end up opening them. But the tale gets even better. Marketing Land reveals that re-engaged customers spend up to 23% more than before.
It's like spinning the wheel and hitting the email marketing jackpot whenever you send a carefully crafted re-engagement email.
Crafting Effective Re-engagement Emails
Re-engaging subscribers isn't just about sending an email; it's about crafting a compelling and personalized narrative that reignites the connection between your brand and the customer. Here are some strategies to ensure your re-engagement emails are effective:
1. Unleash your creativity: be original and innovative
Subscribers are bombarded with numerous emails daily, so your re-engagement email must stand out. Be original and innovative in your approach. Do not hesitate to experiment with different formats, engaging content, or unique incentives. The key is offering something your subscribers wouldn't want to miss out on.
For instance, gamifying your emails by incorporating a quiz or a puzzle related to your product could add a fun element and encourage inactive users to engage with your content.
2. Tap into their emotional quotient
Emotion plays a significant role in decision-making processes. Emails that can stir emotions—nostalgia, happiness, curiosity, or surprise—have a higher chance of driving engagement.
Use storytelling techniques, personal anecdotes, or user testimonials to evoke emotions and create a deeper bond with your subscribers.
For example, a language learning app might re-engage inactive users by sharing success stories of people who learned a new language and how it enriched their lives.
3. Use design
An email with an appealing design and layout can significantly enhance user engagement. Use high-quality images, infographics, or GIFs relevant to your content to capture your subscriber's attention.
The design should align with your brand's aesthetic and message. Don't forget to optimize your emails for mobile devices, as a significant portion of emails are opened on smartphones.
A clothing brand, for example, might use vibrant images of its newest collection or a GIF showing various ways to style a piece of clothing.
4. Craft compelling subject lines
The subject line is the first thing your subscribers see and could determine whether they open your email. Create intriguing, concise, personalized subject lines to pique curiosity and increase open rates. Use action verbs and compelling language, but avoid sounding spammy or desperate.
A subject line like "Jane, we miss you! Here's 20% off on us" is personal, conveys value and encourages the subscriber to open the email.
Remember, the goal of a re-engagement email campaign is not just to provoke a one-time action but to restart a meaningful conversation between your brand and the subscriber.
You can craft a successful re-engagement campaign with creativity, emotional understanding, good design, and powerful subject lines to win back your inactive subscribers.
Types of re-engagement emails
1. We Miss You emails
A "We Miss You" re-engagement email will remind your customers of your brand and how you value them. But remember, the aim here is to evoke nostalgia, not desperation. You're not a clingy ex, after all.
2. Goodbye emails
As counterintuitive as it sounds, a well-crafted Goodbye email can work to win back inactive subscribers. It’s your last-ditch effort to let them know what they will be missing out on and, who knows, the fear of missing out might just be the nudge they need to stay.
3. Last Chance emails
Like in a gripping thriller, a ticking clock can add an element of suspense and prompt your customers to take action. By creating a sense of urgency, a Last Chance re-engagement email can motivate inactive users to seize the opportunity before it's too late.
4. Abandoned Shopping Cart emails
Your customers were so close to making a purchase, but then, for some reason, they abandoned their cart. With a friendly reminder, an Abandoned Shopping Cart email can steer your customers back to complete their purchase.
5. Latest Offers Emails
Who doesn't love a good deal? By highlighting special offers, new products, or limited-time discounts, Latest Offers re-engagement emails can reel your customers back in with the prospect of getting a good deal.
Examples of successful re-engagement emails
Several companies have mastered the art of crafting effective re-engagement email sequences. Here are five standout examples from various industries:
1. Netflix: personalized content suggestions
Netflix excels at sending re-engagement emails with personalized content recommendations based on user’s viewing history. The company uses powerful visuals and clear calls to action ("Resume Watching," "New Episodes Added", etc.) to tempt inactive users back to their platform.
The personalized aspect of these emails makes the users feel understood and more likely to click through and resume activity. Like this Hobbit email, for example—I simply couldn't resist it.
Key takeaway: Personalization makes the subscribers feel seen and heard. Combined with a clear call to action, it's a powerful engagement tool.
2. Grammarly: progress reports
Grammarly, an AI-powered writing assistant, sends weekly progress reports to users, detailing their writing statistics, common errors, and areas for improvement.
These reports provide value to the users and serve as a reminder of the tool's utility. Each report includes a call to action to "Go to Grammarly" to review further and improve the writing.
Key takeaway: Providing regular valuable insights can help users remember the value of your service and encourage them to re-engage with your platform.
3. Apple: product updates and enhancements
Apple regularly sends re-engagement emails highlighting new features or enhancements to its products. They use high-quality images and design to capture the reader's attention and make a clear call to action, encouraging users to "Learn More" or "Buy Now."
These emails help to re-engage customers by creating excitement around product updates.
Key takeaway: Showcasing new features or enhancements in an aesthetically appealing manner can reignite interest and drive user engagement.
4. Canva: tutorial and learning opportunities
Canva, a graphic design platform, sends re-engagement emails focusing on education. They offer tutorials, tips, and design inspiration to help users get the most out of their platform. The emails often include a call to action to "Start Designing" or "Learn More," which leads users directly back to their platform.
Key takeaway: Education-based content can be a valuable re-engagement tool, especially for platforms with a learning curve.
5. Amazon: personalized product recommendations
Amazon uses customer data to send personalized product recommendations based on users’ browsing and purchasing history. They use phrases like "Inspired by your browsing history" or "Customers who bought this also bought..." to catch the reader's attention.
By showing users products, they are likely interested in, Amazon manages to re-engage inactive users effectively.
Key takeaway: Utilizing customer data to create personalized recommendations can significantly increase click-through rates and engagement.
These engagement email examples demonstrate that re-engagement emails work best when they are personalized, provide Value, and include a clear call to action. This approach ensures the reader feels seen, valued, and inspired to take the desired action. Keep these lessons in mind as you create your re-engagement email campaign.
Wrapping Up
Re-engagement emails are not just a tool but a lifeline that can pull your drifting customers back to shore. With a dash of creativity, a sprinkle of emotional engagement, and much understanding of your customers, you can whip up a re-engagement email campaign to win back your inactive customers.
Remember, every interaction with your customer is like a dance. And just like in dance, the subtle give-and-take makes the relationship beautiful. So why not take a spin with re-engagement emails and see your customer engagement soar?
Ready to bring back your drifting customers and make them fall in love with your brand all over again? Try Mailer To Go, your ultimate partner in crafting compelling re-engagement emails that will hit the right notes.
Frequently Asked Questions
What is a reengagement email?
A reengagement email is a type of marketing message sent to customers or subscribers who have become inactive or less engaged over time. The goal is to rekindle their interest in your product or service and encourage them to interact with your business again.
When should I send a reengagement email?
There's no universal answer to this, as it depends on the nature of your business and your customers' behavior. However, a common practice is to send a reengagement email after a period of inactivity, such as six months without any interaction.
What should be included in a reengagement email?
A reengagement email should clearly communicate the purpose of the message. It should contain a compelling subject line, personalized content, a clear call-to-action, and possibly an incentive like a special offer or discount.
How can I send reengagement emails?
You can use an email service provider to send reengagement emails. Mailer To Go is a great option that offers robust features to manage your email marketing efforts, including reengagement campaigns.
Are reengagement emails effective?
Yes, reengagement emails can be highly effective. They can help rekindle interest in inactive customers, potentially leading to increased engagement and sales.
Can I automate reengagement emails?
Yes, automation is a powerful feature offered by many email service providers, including Mailer To Go. By setting up an automated reengagement email sequence, you can ensure that these messages are sent at the optimal time without any manual effort on your part.