In a customer win-back campaign, emails are sent to customers who purchased from you or subscribed but have stopped buying from you or opening your emails.
What Is a Win Back Email?
Retaining current customers and keeping them invested in your business should be essential to your marketing strategy. A win-back email is a message sent to re-engage the customers who no longer interact with your content, whether it is not making new purchases or not opening your emails. Sending win-back emails is a cost-effective marketing strategy that saves time and effort. A large part of your income comes from repeat business. So, it is imperative to keep the already acquired customers engaged.
When to Send a Win Back Email
After carefully examining the sales cycle and user behavior, you should circle back to inactive customers. If you sell expensive one-time products, the customer might not need to make another purchase soon. The win back email should be sent after three months of inactivity. 90 days of inactivity indicates that the customer seems to be losing interest in your brand. This email should aim at rebuilding the relationship by tweaking their interest in your product or service.
What Are the Best Customer Win Back Strategies?
There is always room for improvement in a marketing campaign. The win-back strategies must be exciting enough for the customers to re-engage with your brand.
Here are some win-back strategies to focus on:
Segment Your Audience
Identifying the customers who have yet to engage with your business actively is important. You can segment your audience by the date of the last exchange and then tailor ways to win them back. This can be done by tracking data – open rates and reply rates. Further segmenting the target audience into subgroups based on their interest, purchasing habits, location, age, or gender can improve your chances of winning them back.
Grab Your Audience’s Attention With a Killer Subject Line
The aim is to get the audience hooked with a killer subject line so it is easy to reel them back in. You can pique their interest with a non-skippable subject line that is interesting, sincere, and compelling with just the right amount of urgency. You must refrain from writing a subject line that sounds too stressful. You must establish a sense of familiarity with an inviting subject line.
Keep it Short & Simple
The winback email should be short and simple. The aim is to regain the customers’ interest. Recipients don’t like to read long messages. The email should not bog the reader down with complex or irrelevant text that wastes their time. You should be clear on your offers and eventually deliver on your promises.
Personalization is Important!
It is imperative to know your audience so that you can cater to their interests and needs. Personalization is essential; only then can you come up with engaging content. Go beyond using the recipient’s name in the subject line. Send relevant and meaningful content to them. This can help you establish a connection and warm them up for re-engagement with your brand.
Engage Through Omni Channel Platforms
Omni channel platforms help business owners to establish consistent and meaningful business relations with their customers across various channels. The companies can develop their service and sales work in a single action, thus ensuring efficiency and quick service. Engaging through omnichannel platforms provides you with the much-needed data to frame better-suited win-back emails. Omni Channel platforms provide cohesive experiences and options to the customers to engage on their terms.
Conduct A/B Testing
It would help if you always listened to the needs and behavior of your customers. This can be achieved through efficient analysis of customer data. It is essential to A/B test your content to know what is most suited for the clients. It helps you figure out the effectiveness of your content. It is advised to create a log of A/B tests for future reference.
Send More than One Email
Be bold in your approach to turn the lapsed customers into loyal customers. Sometimes one win-back email is not enough. Create a win-back email flow to follow up with an inactive client. The first email should be focused on rebuilding the relationship, the second should make a stronger offer and the third should ask for feedback. Your last email should be as pleasant as your first giving the customers one last chance to jump aboard.
Provide Relevant Content
The content of your win-back email should be relevant to the customers’ needs, interests, and behavior. Boring your customers with unnecessary details can prove bad for your business. Collect the customer data efficiently and let your data lead you. Segment your customers and provide content tailored specifically for them. This helps establish a sense of loyalty.
Ask for Their Feedback
Let your customers know that you are willing to improve. Feedback can go a long way in establishing better relationships with them. Ask them about their experience and the reason for their inactivity with your brand. It is always better to know where you went wrong. A customer is likely to return to your business (after a bad experience) if you offer them an apology or a discount and assure them of enhanced service.
4 WinBack Email Examples
Netflix uses simple, straightforward, and visually engaging content to win back customers. The visual designs entice the customers and showcase the posters of new releases. It focuses on their great qualities and highlights the features like no ads and user-friendly simplicity. It also reminds the customers of what they are missing by not subscribing. The big red click button is hard to miss.
Sephora relies on the personal touch to win you back. It flashes “we miss you” in its win-back email to rekindle the dying flame. The aesthetic is pleasing and catches your eye. The click button in their emails is precise and inviting. Sephora lures you with exclusive limited offers.
Grammarly uses digital badges to boost customer engagement. The badge offers a reference to famous literary works and, thus, attracts literary enthusiasts. This is a remarkable win-back strategy. It doesn’t offer any incentives but is very concise in its content. It gently reminds the users to buy the app’s premium version for improved conversation.
Starbucks offers free treats to its customers to keep them engaged. The company’s no strings attached offers are enticing and often result in re-engagement. It asks the customers to opt for a Starbucks card or mobile app to get their treat. Buying a card or downloading the app increases the likelihood of customers’ engagement with the brand.
Why You Should Choose Win Back Emails
Engaging new customers with your brand requires a lot of effort, money, workforce, and time. Keeping the existing leads engaged is a relatively cheaper option. Six to nine months of customer inactivity is a sign for you to re-engage the customers with your brand. A well-crafted win back can help you prevent your customers from relapsing and go a long way in boosting your business.
Frequently Asked Questions
What type of strategy is a win-back message?
A win-back message falls under the strategy of customer retention. It helps you reach out to customers who have not been in business with your brand since about 90 days and aims to win them over.
How do you send an email to win back?
Win-back emails should be sent to those customers who have not actively purchased from your store in the last 90 days or have not engaged with your emails in this period. You can send a trigger-based email to win them back based on this timeline.