Win-back emails are sometimes forgotten in the struggle to keep customers. They can, however, be an effective aid in the process.
Customers are a business’s lifeblood, as we all know. Your finest evangelists are those who are accustomed to your goods and services. Even these content customers have been known to leave. How could you respond?
Win-back emails are a quick response. Are you unsure of their use? Go on reading.
Image for the blog cover of the art of customer retention through win-back emails, with a lilac backdrop and a letter with two hands shaking in the middle.
Let’s start with the fundamentals before we go further.
What is Customer Retention?
The ability of a business or product to keep customers for a set period is referred to as customer retention.
Customers that keep coming back to your store or make more purchases from you indicate that your business has a high customer retention rate.
Why Should Your Business Care About Customer Retention?
Regardless of size, expanding the consumer base is essential for all organizations. However, the cost can be comparable. In reality, articles on customer retention reveal that keeping existing customers costs seven times less than getting new ones.
Keeping existing customers is a smarter and less expensive strategy for firms to maintain a steady flow of revenue than finding new clients.
Win-back emails encourage repeat purchases, which is a huge “YES!” for businesses and one of their main benefits.
After all, keeping customers and turning them into repeat customers is just as crucial a process as bringing in new ones.
A business risks losing recurring customers if it does not prioritize customer retention and instead focuses solely on expanding its customer base.
We will concentrate on win-back emails for the time being, even though there are other approaches to raise the retention rate.
A Win-Back Email: What Is It?
Win-back emails are mostly used to get your churn audience back. A win-back email campaign, on the other hand, consists of a series of emails sent to inactive clients to re-engage them.
Engagement can be characterized as a purchase, an email response, a website visit, or any combination of the aforementioned.
How to Recognize an Inactive Customer?
Different industries have different tolerances for inactivity. However, you can usually classify a consumer as inactive after six months of non-engagement with your brand.
The length of client inactivity might range from months to years, depending on your brand, the products you offer, and your customers.
If you sell vehicles, for instance, you wouldn’t consider someone inactive after a year of inactivity because your product is probably built to last for much longer.
It would be more reasonable to deem them inactive after a year if you were selling hair care items, for example, because your consumers probably use hair care products more frequently.
Let’s walk through the phases for a successful win-back email campaign now that we have a general idea of what customer retention and win-back email are.
8 Proven Steps to Retain Customers
1. Begin by using a compelling email subject line
Only the subject line and preheader are visible to recipients when they get your email.
Catchy and succinct email subject lines are more important than ever due to the hundreds, if not thousands, of emails that are received every day in inboxes.
An email’s opening or rejection may depend on this one line of the text.
Therefore, you must:
Anything that sounds automated or spam should be removed.
Think about posing a query.
In some circumstances, you might think about cutting your email subject line because keeping it clear and basic will help you get more open.
If you are genuinely providing the promised benefit, you may also try to capitalize on FOMO (Fear of Missing Out) by utilizing phrases like “last opportunity,” “flash sale,” and “free delivery” that suggest a limited-time deal.
If not, the recipient will be dissatisfied, and you run the risk of being flagged as spam.
It’s also useful to think about changing your tone when writing a win-back email to be more informal and welcoming.
To automate your emails and organize everything with simplicity, try employing email template-creating software.
2. Make It Brief
Long emails may cause system clogs, leaving your messages unanswered in inboxes. Contrarily, shorter emails enable quick responses.
They might enhance open email rates and can speed up your overall response time.
You may create a more direct and focused win-back email by writing with a purpose in mind, paying attention to repetitive words, taking them out, and eliminating superfluous phrases like “truly,” “I think,” and “I mean.”
A humorous example of a win-back email offering a discount and questioning, “Is this a joke?”
Above is an entertaining, audacious, yet straightforward example of a win-back strategy. Without using complex phrases, the offer is conveyed, but it is still quite persuasive.
Given how prevalent they are in our daily lives today, it is essential to consider how a win-back email would seem on mobile devices while writing one. To improve your mobile conversion rates, keep that in mind when you write.
Ideal communication gets to the point quickly, is succinct enough to fit on a mobile device without much scrolling, and maintains reader interest.
No matter the gadget, a word count of 80 to 100 works well to keep readers interested.
3. Remind Your Value
Everyone these days is quite busy, let’s face it. Because of this, instead of taking it personally, try simply composing a win-back email to remind yourself.
Your value proposition is what sets you apart and convinces them that you are deserving of their business. It clarifies the primary reason why anyone would want to do business with you.
You need to persuade your customers that they are in the right place if you want them to purchase from you. As a result, you must remind customers of your value offer.
Analyze your interactions with clients. Do you use this opportunity to remind them of what makes you special?
The likelihood that your customers will conduct business with you will rise as a result of these reminders.
Bonus Advice: Occasionally, the best way to convey the advantages of your product or service is to illustrate them by describing what the email recipient would miss out on if they don’t stay in touch with you.
This works especially effectively with newsletters, podcasts, and subscription-based business models.
4. Provide Special Care
Free delivery? Discounts? Freebies? By way of these exceptional deals, I can already hear your customers entering. Why not give it a shot in your emails aimed at winning them back?
They may decide to test your goods or services for the first time if you provide them with a good cause.
Offering special benefits could also serve as an apology to clients who had bad encounters with your company and persuade them to give you another try.
win-back email illustration with a young woman proudly displaying her t-shirt and a pink header promoting a reduced item
Sometimes all it takes to win someone back to you is a simple act of compassion. You might be able to convince buyers who are on the fence by offering discounts and other rewards, such as free delivery.
You might offer high or low discounts depending on the anticipated customer lifetime value (CLV).
Customer loyalty programs can be implemented by giving higher discounts to consumers with high CVs and lower discounts to customers with low CVs to encourage a second purchase.
5. Use Call to Action
Your email campaigns’ CTA buttons are clickable links that often direct you to a website or online application.
They are effective because they raise click-through rates by telling the reader what to do next. The secret is to use a clear and appealing CTA button on all emails, not only win-back emails.
Pay attention to the following when designing a CTA button for your win-back email:
Size: To draw attention, try inserting a that is noticeably larger than the rest of the text.
Design: Buttons have more design options than texts due to their adaptability. You can choose a design that complements your brand’s image or go completely original and imaginative.
Color: To make your CTA button stand out from the background, it is preferable to choose a contrasting color.
Whitespace: To make the call to action button more noticeable, it is crucial to provide ample space surrounding it.
6. Create a Win-Back Email Flow
A win-back email flow typically involves 4 to 6 emails, after which you should wait for the recipient to take action.
Sending too few emails might not have the desired result while sending too many emails will make you appear to be spam. Within 24-48 hours of the offer’s expiration, you can send a follow-up email to create urgency.
7. Seek Customer Feedback
You can’t get any if you don’t ask.
It also holds in business. You can politely ask your customers for their opinions if you wish to learn from your blunders. You will be able to address the issues that lead to customer churn in this manner. As a result, you’ll retain more customers.
Example of a feedback win-back email with a picture of people picking fruit from a tree and a take the survey button underneath.
People enjoy seeing your attempts to win them back. You can win back consumers by erasing memories of a negative business encounter.
You may improve your customer service by taking the appropriate steps in response to the feedback and informing your consumers about them.
In conclusion, we can state that gathering client feedback;
Enhances your comprehension of your customers.
Demonstrates your appreciation for their ideas.
Improve client satisfaction.
Improve your services and products.
Helps you deliver the greatest client experience possible.
8. Send a Last Chance Email
It’s time to send one final email as part of your efforts to win back consumers if, despite all your efforts, you still don’t get a response. You’ll inform the recipient in this email that it’s the last they’ll hear from you.
They have one more chance to act, and it is now.
Avoiding making the consumer feel guilty is the most important thing to keep in mind while sending this kind of email. Making consumer encounters unpleasant will quickly cause them to stop using your brand.
Your subscribers will be able to return to your emails at a later, more convenient time if this final message is kept brief.
Ideally, you will hear back before moving on to this final stage.
Bonus Advice & Methods
Change whatever it is that you are doing. Find the optimum time to send your emails, such as Wednesday afternoon if you typically send them on Monday morning.
Change up your names, and if you have any private information, put it in the topic.
Recognize that not all people can be won back. Not everyone on earth is your ideal customer, and that individual may have initially engaged with you unintentionally.
Send them more information and offers. Just leaving them and then getting in touch with them later is not a wise course of action.
The best strategy is to use straightforward emails. Get rid of everything that isn’t necessary, keep things straightforward, and clear the clutter.
Example of a customer win-back email encouraging the reader to reactivate their account with a large sad face emoji, a calendar, and an illustration of a woman.
If your brand tone is resonant, humor is always a safe bet. A welcoming tone is added to the email, and the language is warmed up by the use of comedy.
But keep in mind that it is preferable to remain with your original tone if your brand is not appropriate for employing humorous emails.
Make sure your client is aware of your pause choices if your company relies on subscriptions (if you have such an option).
Instead of canceling their subscription, which may increase the likelihood that they never return, they will know that they can do it whenever they like.
Making a customer visit your website is not always necessary to win them back. You can tell them to go to your store as well if it is a walk-in one.
You might draw their attention by mentioning the location of the closest store or promotions available only in walk-in stores in your email designed to entice them back.
Keep in mind the realities of why this client should return while writing win-back emails and be considerate above everything else.
Keep in mind that the individuals on the other side are real people, people who have already done business with you and who could be open to doing so in the future.
An example of a win-back email that uses testimonials includes images of a man holding his puppy and a lady laughing, both with dummy text next to their pictures and faces adjacent to the images.
When you include client testimonials in your win-back email, you may establish a customer-to-customer relationship and pique readers’ interest.
Because of this, you can use social proof in your attempts to increase client retention.
Last but not least, making the most of important occasions like birthdays and anniversaries might be a smart idea. Who doesn’t like it when someone recalls their birthday without being asked?
To make sure you never miss a chance to commemorate significant days, you can have a marketing holiday calendar.
Win-back email birthday includes a happy birthday message, a picture of a cupcake with a candle on it, and a great deal.
By only providing a gift or discount on their special day, you can establish a nice moment with your recipient.
In the end, the win-back email is all about showing regret for the bad experience your customer had and restating your business’ dedication to customer happiness.
Try to recall what you did to make your clients adore your business or service in the first place if you want to compose a winning win-back email. Consider why they chose to sign up in the first place and what has kept them around up to this point.
Even while it’s true that some consumers move on and never return, win-back emails can still have an impact.
That’s pretty much it in a nutshell.