Isn’t it humorous that electronic mail advertising and marketing stays the most effective instruments for reaching your viewers regardless of being such an outdated channel? That is all due to its cost-effectiveness and excessive ROI potential–the typical stands at $36 for each $1 spent.
However electronic mail advertising and marketing additionally has its faults. The primary one is the inevitability that a few of your electronic mail contacts will ultimately both unsubscribe out of your electronic mail listing or cease participating together with your emails. The previous may be very disheartening, however the latter nonetheless provides electronic mail entrepreneurs an opportunity to combat.
So, how are you going to get the passive, unengaged subscribers to take pleasure in your emails once more? Enter re-engagement emails.
These emails, because the identify suggests, goal to get better the eye of inactive or lapsed subscribers. This text will present a roadmap to unlocking the complete potential of your electronic mail listing by discussing re-engagement electronic mail examples and finest practices.
Desk Of Contents
16 Re-engagement electronic mail examples
Let’s start by sharing 16 real-life examples of profitable re-engagement electronic mail campaigns from which you’ll be able to draw inspiration. This could make it easier to create an efficient re-engagement electronic mail.
The one factor that stands out most on this Dinnerly re-engagement instance is the directness. The model makes its intention clear proper from the beginning, and it really works.
Right here is the factor about being direct in your re-engagement electronic mail, although. You need to keep away from being abrasive. There’s a really skinny line between the 2.
You need to additionally supply one thing that retains customers engaged. On this case, Dinnerly presents their inactive electronic mail subscribers a reduction supply. Discover how they spotlight their supply a number of instances within the electronic mail.
Moreover that, they’ve used a clear and fairly easy design. We additionally see some parts of electronic mail personalization, like using the recipient’s identify.
Their CTA is positioned above the fold. Such a distinguished placement makes it simpler for readers to note. As well as, they’ve made it compelling sufficient by utilizing a special and conspicuous coloration for each the textual content and button and surrounding it with sufficient white areas.
This re-engagement electronic mail instance from Animoto is so simple as it will get. The e-mail doesn’t have all of the bells and whistles of typical re-engagement emails. It doesn’t supply any reductions, free delivery, or different related incentives. They only need to know if the subscriber continues to be considering receiving their emails.
So what’s the lesson right here? Properly, generally you’ll want to take a step again and cease making an attempt to promote to your inactive subscribers. As an alternative, attempt to perceive why they’re inactive within the first place by giving them two easy choices.
First, they’ll replace their electronic mail preferences to get the content material they’re really considering. The opposite various is to make them conscious of the unsubscribe choice.
Each choices are good for your corporation. The primary will re-engage the client. The second helps you clear your electronic mail listing.
This Netflix electronic mail is one other good instance of a re-engagement electronic mail. Discover how the e-mail attracts consideration to and reaffirms the product worth.
Netflix’s biggest worth proposition has all the time been the power to observe no matter you need, everytime you need, and on any system you need, with none distractions.
In addition they prominently place their compelling CTA button above the fold, making it onerous to overlook, and use action-oriented language, “rejoin” and “in the present day.”
Netflix retains the electronic mail copy temporary and concise however nonetheless consists of a picture that makes the e-mail visually interesting. In addition they don’t neglect the unsubscribe hyperlink, permitting their uninterested subscribers to depart their electronic mail listing.
4. Marriott Worldwide
Marriott Worldwide presents inactive subscribers a possibility to optimize their expertise by updating their electronic mail preferences. The subscribers are given an opportunity to decide on the kind of electronic mail communication they get.
A few of your inactive subscribers could have fallen off, not as a result of they don’t need to hear from you however as a result of they’re not considering the kind of content material you share.
Due to this fact, by permitting the recipients to replace their preferences, you assist them re-engage together with your model on their phrases.
Marriott Worldwide additionally consists of an unsubscribe hyperlink. That is good as a result of it’s all the time higher to have fewer electronic mail contacts than an inventory of majorly inactive contacts–we’ll focus on this additional within the subsequent part.
Moreover that, the e-mail highlights a few of the updates they’ve made to the Marriott rewards program, consists of related visuals, and retains their CTA button above the fold.
This re-engagement electronic mail instance makes use of the traditional unique limited-time supply, the place subscribers get a bonus product for making a purchase order.
Everyone knows individuals love items. Due to this fact, such an electronic mail would positively re-engage a number of subscribers. The e-mail consists of an attention-grabbing visible, too.
Loft additionally features a “fee this electronic mail” motion button, which hyperlinks to an electronic mail survey. This can be a nice solution to acquire the subscriber’s suggestions.
6. Adobe Inventive Cloud
Your re-engagement technique can take many types. Some manufacturers give attention to incentives like reductions and free delivery. Not Adobe Inventive Cloud, although. The software program big determined to spotlight its new options and efficiency enhancements. In addition they reiterate their worth to prospects.
See how they point out that their pictures plan now consists of Adobe Photoshop Lightroom, which makes it simpler for customers to edit, set up, retailer, and share full-resolution pictures from anyplace. Such a press release will intrigue inactive prospects, encouraging them to test the product out.
In addition they embody a visually interesting picture that aligns with the model and the message they’re conveying.
Udacity makes use of feelings to attach with its inactive subscribers. They reminisce on when the recipient joined the Udacity group, even going a step forward and together with the precise date — a traditional technique for making an attempt to pique the curiosity of an ex.
Udacity additionally features a incredible limited-time low cost of as much as 50% for all their on-line packages.
Moreover that, the e-mail instance incorporates related visuals that match their product choices and embody their prime program suggestions. The suggestions have their very own clickable motion buttons to encourage fast motion.
This LingQ electronic mail is one other glorious instance of a re-engagement electronic mail. It begins with the favored “we miss you” angle utilized by most re-engagement emails.
But it surely goes forward and teases the modifications they’ve made to their product that subscribers will love. Doing this piques the recipient’s consideration. They’ll need to know extra.
In addition they embody a limited-time supply on their premium plans, which customers can redeem by means of the coupon code.
Their CTA placement can be very strategic because it comes proper after the supportive textual content about their Premium plans presents. This manner, the person can simply perceive the CTA’s context, encouraging them to take motion.
Lastly, we should point out simply how temporary and concise the e-mail is.
Loft’s re-engagement electronic mail combines FOMO, a fantastic low cost, and a free delivery supply.
They begin by highlighting their new advantages by way of sizes and new outfit choices, which has allowed them to be extra inclusive. So, if that was the explanation a subscriber turned them off, then this new improvement will almost definitely get their consideration.
The re-engagement intent is made fully clear after the advantages, which is a superb thought since subscribers usually tend to take motion after seeing what they stand to achieve.
It is usually very nicely executed by means of the phrase, “It’s been some time – we’ve missed you”. Additionally, the whopping 50% low cost and free delivery are very onerous to disregard.
Moreover, Loft will get their CTA buttons proper in some ways. First, they supply completely different CTAs to make sure readers can go to the particular product pages they’re considering, not the homepage. In addition they use motion language and contrasting colours to make the buttons stand out.
This YouTube TV re-engagement electronic mail makes use of a limited-time low cost and reinforces its worth to get the e-mail recipient’s consideration.
The e-mail is sort of lengthy, however YouTube breaks the textual content with related visuals. That makes it simpler to skim by means of and get what the e-mail is about.
Additionally, discover that the e-mail has a CTA button in two strategic locations, on the prime and backside. Readers gained’t miss it. In addition they don’t should scroll to the highest to take motion.
11. Product Hunt
Product Hunt makes use of straight FOMO to get readers’ consideration by highlighting their most up-to-date merchandise.
The electronic mail design is straightforward and easy. That is nice for a re-engagement electronic mail because it’ll encourage recipients to learn it.
Moreover, they embody a hyperlink to gather buyer suggestions. The model can use insights from the suggestions to grasp why subscribers stopped participating and the way they’ll win them again.
This Mind.fm electronic mail tries to attach with inactive customers by reaffirming their worth within the recipients’ lives. The model has additionally personalised the e-mail by utilizing the subscriber’s identify, which makes the e-mail really feel extra private.
The e-mail features a product suggestions part with related graphics.
13. Marley Spoon
Marley Spoon makes use of feelings to get the recipients’ consideration. The dramatized sad-face components and the title “We Miss You” are the primary issues the recipients see after they open the e-mail.
The model additionally highlights the modifications they’ve made to its meal kits and presents a limited-time low cost to entice subscribers additional.
This re-engagement electronic mail from Webflow is social proof heavy. First, they inform the inactive buyer what number of different designers began utilizing the platform since they left. Subsequent, they’ve a buyer evaluation proper earlier than a contrasting CTA button.
The e-mail additionally features a video, making it much more attention-grabbing and interesting.
15. Paul Mitchell
Not each story will get a contented ending, sadly. Typically you haven’t any choice however to let your subscribers go. That is what the Paul Mitchell electronic mail under does. It’s a traditional break-up electronic mail.
This electronic mail works nicely as part of a re-engagement electronic mail sequence. It’s the final electronic mail you’d ship to an inactive subscriber in the event that they’ve been unresponsive to earlier re-engagement emails.
We’ll present you arrange this sequence in a couple of minutes utilizing the GetResponse automation platform within the part under.
This Grammarly instance makes use of humor to re-engage subscribers.
They current them with a “wrinkle in time” badge–which they really visualize–and use a witty voice of their copy.
Their distinguished and distinctive CTA button additionally makes it simpler to tempt customers to take motion.
Tips on how to write re-engagement emails: 9 finest practices
To run efficient re-engagement electronic mail campaigns, you have to make sure the emails you craft resonate together with your goal subscribers. Listed here are some finest practices you have to observe when sending re-engagement emails.
1. Phase your subscribers
Earlier than you begin crafting your re-engagement emails, you have to section your inactive subscribers. Segmentation is a vital observe in electronic mail advertising and marketing. It turns into much more essential for re-engagement campaigns.
By dividing the inactive contacts in your electronic mail listing into distinct segments, you may goal every disengaged subscriber with content material that speaks on to their wants and preferences.
There are numerous methods you may section your subscribers, together with:
That is probably the most primary solution to section your target market. Use demographic elements like age, location, trade, or gender to personalize your re-engagement emails.
Demographic segmentation is very efficient when you’ve gotten a various target market or buyer base.
You possibly can section subscribers primarily based on particular buyer engagement information.
Establish those that haven’t opened or clicked your emails in a sure interval. This era can differ, however electronic mail subscribers are usually thought-about inactive after a 3 to six-month interval. Right here is how one can classify subscribers you’ve recognized as inactive.
- 90 days: This class has simply began to lose curiosity in your model.
- 90 –120 days: These on this class are uninterested and near turning into lapsed subscribers.
- 120 –180 days: The subscribers on this class are fully lapsed and not work together together with your model in any respect.
This methodology of segmentation will make it easier to undertake the suitable technique primarily based on how lengthy the subscriber has been inactive.
For instance, you may nonetheless attempt to re-engage inactive subscribers who haven’t engaged together with your model for 90 to 120 days. However for folk who’ve been inactive for longer, you could need to ship them a goodbye electronic mail and take away their electronic mail contact out of your listing.
Buy historical past
Analyzing buy historical past may also make it easier to establish patterns that inform your re-engagement electronic mail content material.
For instance, you may tailor the re-engagement electronic mail content material across the merchandise the client has bought up to now.
Recency, frequency, and financial (RFM) evaluation
The RFM evaluation segments prospects primarily based on how lately they interacted together with your model, how incessantly, and their lifetime worth (CLV) primarily based on their previous spending.
This helps you establish and rank your most loyal and priceless subscribers to pursue by means of your re-engagement electronic mail campaigns.
2. Create compelling electronic mail topic strains
Your topic line is your emails’ first impression, and contemplating you’ll be sending them to inactive subscribers, you may’t afford to drop the ball right here.
Additionally, keep in mind that 47% of email recipients open an electronic mail primarily based on its topic line.
Preserve your electronic mail topic line temporary and personalize it by referencing the subscriber’s previous interactions and even simply mentioning their identify.
Create a way of urgency to set off fast motion utilizing phrases like “Don’t Miss Out” or “Final Likelihood”.
Pique the recipient’s curiosity with a topic line that hints at priceless content material inside the e-mail. You are able to do this by asking a query, together with your supply, or tease a shock by means of electronic mail preview textual content. This can entice electronic mail recipients to open the e-mail to be taught extra.
Lastly, guarantee your topic line aligns with the content material of the e-mail. Gimmicky or deceptive topic strains will solely injury your model’s credibility and frustrate your inactive subscribers, main them to unsubscribe out of your electronic mail listing.
3. Craft participating content material
When you’ve captured the reader’s consideration with a fantastic topic line, guarantee your electronic mail content material delivers on the promise.
First, be sure that your content material is temporary. Keep in mind, the e-mail recipients are already disengaging out of your model. The very last thing they want is to be overwhelmed with a cumbersome re-engagement electronic mail.
Subsequent, incorporate eye-catching visuals, similar to graphics, pictures, and movies. However be certain that they align together with your model and the message you might be conveying. Moreover, use nice storytelling and humor to maintain the e-mail readers hooked.
Guarantee your electronic mail content material communicates or reaffirms your worth proposition. It’s most likely why they felt snug sufficient to enroll or make a purchase order within the first place. So be clear about what they stand to achieve in the event that they select to reengage.
You can even go the FOMO method by displaying them what they’re lacking. For example, do you’ve gotten an ongoing seasonal marketing campaign, or have you ever up to date your merchandise’ high quality or options? No matter it’s, spotlight it to get the readers as soon as extra.
4. Spotlight your incentives
Incentives are a part of the worth you may supply your inactive subscribers. In any case, individuals actually love free or unique issues. You possibly can supply reductions, limited-time presents, freebies like ebooks and product samples, or unique entry.
To encourage the e-mail recipient to behave, guarantee your incentive is related and compelling sufficient for them. So supply them one thing they need to have.
For example, the perfect incentive for eCommerce companies is reductions or a sale. An informational web site, however, may supply entry to unique content material or a course.
5. Have a transparent name to motion (CTA)
A re-engagement electronic mail ought to have a well-defined and prominently displayed name to motion (CTA).
An excellent CTA will make it straightforward for recipients to grasp what you need them to do subsequent. It should additionally compel them to take that particular motion, whether or not to make a purchase order or affirm they need to hold receiving your electronic mail messages.
The customary CTA pointers nonetheless apply in your re-engagement emails. Meaning creating the button design in a contrasting coloration and together with white areas round it for simpler visibility.
Use clear, action-oriented language like “store now” or “restart my subscription” to encourage fast motion.
Additionally, place your CTA above the fold to make sure your recipients can see it as quickly as they open your electronic mail.
6. Embrace an unsubscribe choice
You must face the truth that generally individuals simply don’t need to get emails from you anymore, and even probably the most meticulously written electronic mail can’t win them again. This is the reason your re-engagement emails will need to have an unsubscribe button.
It’s additionally higher to have your lapsed subscribers willingly opt-out somewhat than proceed to disregard your emails or mark them as spam. This can hurt your electronic mail deliverability and the sender fame. So that you must also be utilizing re-engagement emails as a solution to clear your electronic mail listing.
Ship them an unsubscribe affirmation electronic mail afterward, which you should use as a possibility to ask for suggestions. Although they’re not your followers, they may nonetheless have recommendation that can assist you higher your electronic mail advertising and marketing technique or product.
7. Optimize for cell units
Cell optimization is non-negotiable in in the present day’s electronic mail advertising and marketing panorama. Research present that no less than 81% of all emails are opened and browse on cell units. Due to this fact, your re-engagement emails should look presentable on smartphones and tablets.
Use a responsive electronic mail design that robotically adjusts your electronic mail’s format to the system it’s being learn on. Moreover, guarantee your electronic mail design is clear and easy. Select a font measurement that’s straightforward to learn, even on smaller screens.
Lastly, guarantee any clickable parts like motion buttons and hyperlinks are sufficiently big to make it straightforward to faucet on them from smaller units.
8. Create a sequence
Whereas there are inactive subscribers you’ll win again in a single electronic mail, there’ll nonetheless be some who want a little bit extra push. Due to this fact, it’s good observe to create a re-engagement electronic mail sequence as an alternative of a stand-alone electronic mail.
A re-engagement sequence usually has 2-5 emails with completely different messages however with the identical goal–to re-engage subscribers. The emails within the sequence construct on one another.
For example, you begin with a easy “we’ve missed you” electronic mail, perhaps ship a suggestion after that, a reminder electronic mail, and eventually shut with an unsubscription electronic mail.
You possibly can create this electronic mail sequence workflow with an electronic mail advertising and marketing automation software program like GetResponse. The workflow will seem like this.
It solely takes a couple of minutes to arrange this automation workflow in GetResponse. You possibly can learn extra about establishing a win-back sequence right here.
9. Monitor, enhance, and iterate
The key behind profitable re-engagement electronic mail campaigns is to by no means cease enhancing.
Repeatedly check the effectivity of various parts of your re-engagement emails, just like the electronic mail topic line, electronic mail content material, visuals, CTAs, and ship instances. Analyze the info and make data-driven changes to repeatedly enhance your technique.
For those who’re operating your first re-engagement electronic mail marketing campaign, it’s advisable to avoid wasting your best-performing electronic mail model amongst your target market. You need to use it as a reference to your future electronic mail campaigns.
Re-engagement emails are one of many essential elements of any profitable electronic mail advertising and marketing technique. They’re a secret weapon you should use to reignite that spark in your electronic mail subscribers.
This text shared some efficient finest practices for creating profitable re-engagement emails. They embody subscriber segmentation, crafting compelling content material, providing incentives, having a transparent CTA, making a re-engagement electronic mail sequence, and optimizing for cell units.
You’ve additionally seen some real-life examples that you could take inspiration from and begin re-engaging your viewers successfully.
Keep in mind, the important thing to a profitable re-engagement marketing campaign lies in understanding your viewers and continuously providing worth that rekindles your inactive subscribers’ curiosity. All the very best!