Winning back churned customers through well-organized and optimized emails can be a challenging task. In this article, we'll delve into the core fundamentals of crafting an effective win-back email. We'll discuss captivating subject lines, strategic call-to-action placements, enticing offers, and the overall tone of the email content.
The subject line, arguably the most critical part of an email, is the first thing your customers see. We recommend crafting a subject line that immediately communicates what you're offering. For instance, offering a discount to encourage a member to rejoin is a highly effective strategy. A subject line such as "Rejoin Today for a 25% Discount!" is direct and clearly communicates your offer.
Once a customer opens the email, it's crucial to have a call-to-action (CTA) button displayed prominently. We recommend placing the button where it's immediately visible upon opening the email, reducing the need for scrolling. As a bonus tip, view your email from a mobile device to find the screen area closest to your thumb, allowing you to place the button in the most convenient spot.
Ensure that multiple CTA buttons are displayed throughout the email, allowing customers to easily navigate to your sign-up or checkout page without having to search through the email.
We recommend keeping the email content concise and to the point. However, it's essential to strike a balance between brevity and providing enough information to re-engage the customer. A general rule of thumb is to keep your email between 50 to 125 words. This length is typically enough to convey a clear and concise message without overwhelming the reader.
Here are some additional strategies to consider:
It may take several attempts to win back an inactive customer. Consider creating a multi-email re-engagement campaign instead of relying on a single email. For example, you could initially offer a discount as an incentive, followed by an email highlighting improvements or new features since the customer's last interaction.
Consider offering a significant discount or a special gift as a last-ditch effort to win back customers. However, remember that while discounts can encourage a one-time purchase, they may not be enough to encourage long-term engagement. Continuously delivering a good experience is crucial for building customer loyalty.
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